How to reduce CPA by 2-3 times from Facebook ads

Author of the article

Anton, targeting specialist at VAU Agency

Reducing the CPA (Cost Per Action) in Meta Ads campaigns is a constant goal of every online advertising specialist.

It may seem like a daunting task, but with the right approach and strategy, you can significantly reduce your advertising costs and get more out of your investment.

In this article, we will take a closer look at practical methods that will help you significantly reduce CPA in your Meta Ads campaigns.

1. DEFINE YOUR GOALS AND AUDIENCE

Before launching any advertising campaign, it is important to clearly define the goals of advertising.
Content types:

What do you want to achieve with Meta ads?
Do you want to increase the amount of traffic to your website?
Generate more leads or increase the number of sales?

When you know your goals, you can start to define your target audience.

Who are the people who are most likely to convert? What are their interests, needs, and behaviors?

2. ANALYZE YOUR CURRENT CAMPAIGNS

If you already have active Meta ads campaigns, it is important to analyze them to see what works and what doesn't. Pay attention to the following indicators when analyzing:

CTR (click-through rate)
CPC (cost per click)
CPA (cost per action)
CR (conversion rate).

This data will help you identify which ads and audiences are performing best and which need improvement.

3. OPTIMIZE YOUR ADS

Your ads are the first thing a potential customer sees when they come across your Meta ads.

Therefore, it is important that they are attractive and relevant to your target audience.

We recommend using clear and short headlines that attract attention. Write texts that clearly explain what you offer. Use high-quality images or videos that are visually appealing and relevant to your product or service.

Here are some examples of images our team creates for clients:

4. CUSTOMIZE YOUR TARGETING

By setting up targeting correctly, you can ensure that your ads are seen only by those people who are most likely to be interested in your offer and convert to customers.

Here are 4 tips on how to set up targeting to reduce CPA:

1. Use detailed targeting. You can target people by age, gender, location, interests, behavior, and many other factors.

2. Use LAL (Look-A-Like) audiences. Look-a-like audiences are a great way to find new potential customers who have similar traits and interests to your existing target audience. Meta uses machine learning algorithms to find such people.

3. Use audience exclusion. You can exclude people from targeting who have already performed targeted actions. This will help you avoid repeatedly showing ads to people who have already made a purchase.

4. Test regularly. There is no one-size-fits-all approach to targeting.

It's important to experiment with different options and optimize your campaigns based on the results you get. With the right targeting setup and the use of these tips, you can significantly reduce the CPA of your Meta advertising campaigns and get more customers for less money.

5. TESTING OF PHOTO AND VIDEO CREATIVES

Visuals play an important role in grabbing people's attention and engaging them with your ads. That's why it's important to test different photo and video creatives to see which ones convert better into the target action.

Here are some tips for testing photo and video creatives:

Try using photos of people using your product; product images and videos that demonstrate its benefits.
Try using different styles of images and videos to see which ones have a better impact on your target audience.
Add a call to action to your images. For example: “Order now”, ‘Leave a request’, ‘Add to cart’, etc.

SUMMARIZING

Reducing the cost per acquisition (CPA) in Meta Ads campaigns is an ongoing process that requires attention to detail, constant testing, and optimization.

From thoroughly analyzing your target audience to improving your creative and setting up targeting, every step is important.