We run a number of e-commerce sites that use FB as one cold sales acquisition channel: That is, cold ad (non Like) to website to sale. We have a $12-14 CPA, and we have one or two great audiences, but need to uncover more. - we have run lookalikes - we have done a bunch of split tests for region/time but require experiences in the way of uncovering new interests and behaviours.
Hi,
if you need to uncover new interests, you might find Facebook Graph Search useful (you need to have your Facebook language set as English US before anything else).
Start typing this phrase into your Facebook search bar: "Pages liked by people who like XYZ" - this will open a list of the most common pages of people that also like XYZ.
You can get even more granular:
- Pages liked by people who live in United States and who like NBA
- Pages liked by people who live in United States and who like NBA and Houston Rockets
- Interests liked by people who live in United States and who like Basketball
As you said, trying out lookalikes based on your custom audience, website custom audiences, or conversion pixels could be another way.
Also, one additional way to bring your CPA down would be to remarket to everyone who have already visited your website by using Perfect Audience or Facebook website custom audiences.
Finally, you should have some strategies implemented for overcoming ad fatigue. Instead of running a campaign continuously for a very long time, use the newly added scheduling feature to spread it out: have it active for 1-2 days, then add 2-3 days off. Also, upload numerous different visuals for the same campaign and set up ad rotation, so that every 2-3 days a different ad is shown to the audience.
I hope this will help you improve your campaigns, and if you wanted to discuss it further, feel free to let me know!
Cheers,
Adomas
Answered 10 years ago
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