How To Use Data To Lower Your Facebook CPA: eMetrics Summit

Using Data To Lower Your Facebook CPA

Who Am I?
@benharper87
Co-founder
Datify
ben@datify.co.uk
@datifyuk | www.datify.co.uk | (+44)1733 865094

Who Are Datify?
We’re a data driven
digital marketing agency
with specialisms in social,
data & search

A Three Step Process

The Process

What Can Be Achieved?

Facebook Revenue
$943 $872 $992 $1,086
$1,329 $1,245
$1,599
$1,798
$2,344
$188 $186
$192
$176
$256
$213
$214
$218
$241
$0
$500
$1,000
$1,500
$2,000
$2,500
$3,000
Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013
Inmillions
Facebook Advertising Facebook Other Revenue

CPA
likes
reach purchases
sign ups
contacts
leadsviews
downloads
shares
comments

-
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
10,000
£0.00
£0.20
£0.40
£0.60
£0.80
£1.00
£1.20
£1.40
£1.60
£1.80
£2.00
TotalConversions
CostPerAcquisition CPA Conversions

-
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
10,000
£0.00
£0.20
£0.40
£0.60
£0.80
£1.00
£1.20
£1.40
£1.60
£1.80
£2.00
TotalConversions
CostPerAcquisition
Client Run Campaign Data Phase New Targeting Data Led Optimization

70%
229%
decrease in cost per
acquisition
Increase in total
conversions

Step 1: Data Insight

Sources

Facebook Insights

Power Editor

Google Analytics

Optimal Social

Other Data Sources

Insight

Target Audience Age
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
13 14 15 16 17 18 19 20 21 22 23 2425 26 2728 29 30 31 32 33 3435 36 3738 3940 41 42 43 444546 47484950 51 52 53 5455 56 57585960 61 62 63 64
%OfAudienceByAge
Market Potential Total US Facebook

Audience Gender & Education
10,000,000
6,200,000
200,000
Potential Market
Male
Female
Unknown
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
In High School In College College Grad Others
Education Status

Target Audience Location
0%
2%
4%
6%
8%
10%
12%
14%
16%
AudiencePercentage

Target Audience Interests
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000

Step 2: Smarter Targeting

The Power Of Power Editor

Segmentation
Goals Competitiveness
Similarities Tracking
Segmentation

Good vs. Bad Targeting Sets

Creative

Account Structure

Step 3: Aggressive Optimization

-
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
10,000
£0.00
£0.20
£0.40
£0.60
£0.80
£1.00
£1.20
£1.40
£1.60
£1.80
£2.00
TotalConversions
CostPerAcquisition
Data Led Optimization

Optimization
Placement

Targe-ng

Crea-ve

Targeting
FullTargetingSet
Moz, Hubspot, Marketing Automation,
Infusion Soft
Males

Females

Contextual Advertising, Pay per click,
Online advertising, AdWords,
Retargeting
Males

Females

Content Marketing, Search Engine
Optimization, Marketing, Inbound
Marketing
Males

Females

Placement
$0.00
$0.10
$0.20
$0.30
$0.40
$0.50
$0.60
$0.70
$0.80
$0.90
$1.00
News Feed - Desktop News Feed - Mobile Right Column -
Desktop
Ad Placement
$0.00
$0.20
$0.40
$0.60
$0.80
$1.00
$1.20
iPhone iPod iPad Android
Smartphones
Android
Tablets
Mobile Device

Creative
Ad Creative Clicks CPA
Combination 1 1,256 $0.97
Combination 2 354 $0.45

Ad Rotation
$0.00
$0.20
$0.40
$0.60
$0.80
$1.00
$1.20
0.20
0.60
1.00
1.40
1.80
2.20
2.60
3.00
3.40
3.80
4.20
4.60
5.00
5.40
5.80
6.20
6.60
7.00
7.40
7.80
8.20
8.60
9.00
9.40
9.80
10.20
10.60
11.00
11.40
11.80
12.20
12.60
13.00
13.40
13.80
14.20
14.60
15.00
15.40
15.80
AverageCPA
Advert Frequency

Ad Rotation
$0.00
$0.20
$0.40
$0.60
$0.80
$1.00
$1.20
0.20
0.60
1.00
1.40
1.80
2.20
2.60
3.00
3.40
3.80
4.20
4.60
5.00
5.40
5.80
6.20
6.60
7.00
7.40
7.80
8.20
8.60
9.00
9.40
9.80
10.20
10.60
11.00
11.40
11.80
12.20
12.60
13.00
13.40
13.80
14.20
14.60
15.00
15.40
15.80
AverageCPA
Advert Frequency
Frequency Sweet Spot

Example Optimization Rules
IF CPC => $0.5 then pause ad
IF Frequency => 5 then pause ad
If CPA =< $0.55 and Daily Budget = ‘reached’
then +20% to daily budget
If reach =< 1,000 and CPA =< $0.40 then +5%
to CPC

One Last Thing…

Free Account Audit
Delegates can receive a free
advertising account audit
by visiting:
http://bit.ly/19hdSxZ

Find Out More!
Get in touch on the below
details & also download
our free ebook by visiting:
http://bit.ly/19hdSxZ

How To Use Data To Lower Your Facebook CPA: eMetrics Summit

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