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Need to keep extremely low CPA for a cheap product on FB Ads – what else can I do?
Posted by on January 14, 2021 at 7:45 pmI am currently advertising a very cheap product (8 dollars) and there was a very low CPA for the first 3 days, however, the CPA has started to rise pretty quickly.
Here is what I have already done:
**• Added all engagers and all website visitors to retargeting -** previously, there were only the product’s landing page visitors, but the price is very cheap and for a limited time, so the offer is good.
**• Narrowed the audience -** in our case, men aged 25-55 and women 30-45, because these are the highest converting audiences.
**• Reduced the budget -** the budget is very big for less than a month, therefore, I reduced it, as I think it is driving up the CPA.
**• Purchaser LLA -** This had a low CPA for a longer while, but is climbing pretty quickly as well.What I think I can do additionally:
**• Create two separate retargeting adsets and creatives that fit the audience -** one for the product visitors, engagers and the other for all of the other people that engage and visit the business’ website.
**• Traffic -** I have never had great conversions with traffic in terms of conversions, however, perhaps for such a cheap product, cheap traffic would beat a conversions campaign?What could I do to make sure the CPA is as low as possible?
Any suggestions will be much appreciated!
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3 Replies
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Don’t narrow the audience or lower the CPA. You’ve essentially shrunk your audience which makes costs go up. Change these and you’ll get a lower CPA. At the very least you get enough data for retargeting.
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Narrowing the audience and reducing spend could increase the CPA. The algorithm needs a larger group of people to optimise between. What is the size of the audience and budget if you don’t mind sharing that?
Also, how long have you been running? I would let it run for 5-7 days before making any changes. Too many changes to the audience during the first stages of the campaign will disrupt the algorithm from learning as it will reset every time a change is made to the ad set
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I would need more context to know if this is a good solution, but from what you are trying to do it sounds like you are trying to over complicate your campaign strategy because your simple strategy isn’t working as well. What I find with Facebook ads is that if simple isn’t working very well, then complicated is just going to make things worse.
The best campaigns I’ve worked with do good or great with simple Facebook ads strategy and then do excellent with complexity.
So I would try to fix your CPA costs with the simple cold ads by fixing the ads, targeting, offer, etc.
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