In the last six months, one of my colleagues and I have been able to reduce the cost of conversion two to three times, from over $ 325 per conversion to less than $ 100. Here is what it looked like:
Pretty impressive, right? If you can reduce your cost per conversion, you can generate more conversions with the same ad budget. So, how did this happen?
It is often extremely difficult to link causes and effects in search marketing because there are so many variables that change at the same time. However, this analysis was facilitated by the fact that I made no changes to the campaign in question:
- Have we changed the landing page? No.
- New auction strategy? No.
- New ads? No. We ran the same ads all the time.
I did not do anything at all in the campaign during the period in question, as it was a smaller RLSA campaign on which we did not focus because it did not. did not shelter a ton of expenses.
When I discovered that CPA had dropped so much, I needed to know what was going on. This is not every day an intact countryside is going on like this!
The first thing I checked was to see if CPCs were coming down. This could play an important role in lowering CPA. But as you can see here, the CPC is stable from week to week, with the exception of August where I had to disable the campaign for three weeks for budgetary reasons.
Facebook ads generated clicks and conversions, as expected from a pay-per-click advertising campaign.
This can increase your conversion rates
But I think campaigns have had an extra halo effect by creating a strong brand bias among people who clicked on the site, which has deeply affected RLSA campaigns since they only target people who have already visited your site. ]
During the spring and summer months, we bought a ton of ads on Facebook, bombarding their news feeds with commercials (basically manufacturing affinity) and the rates RLSA campaign conversion rates increased each month.
What we are seeing here is that people with stronger brand affinity have higher conversion rates than others, because people tend to buy businesses that they have already heard talk and started to trust.
What does all this mean?
I am a skeptical CRO. I think there are a lot of CROs that are just a pile of smoke and mirrors.
Most of the time, when people talk about conversion rate optimization, they focus first on obvious things like modifying ad pages and landing pages or modify your bids. 200-300% reduction in cost per conversion.
Reissued with permission. Original here.
Conversion rate of the photo by Shutterstock
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