Ever had a campaign that has been the ‘gold mine’ to your digital marketing generating cheap cost per leads or sales, then out of nowhere, it turns into basically a pile of chunder where everything has blown out and you’re now paying a premium for the same kind of lead?
Yeap, we’ve all been there before.
However, I have a technique that may help with getting these CPA’s (cost-per-acquisition) back down to the good ol’ days.
I call it the ‘pull back’ method
And really its quite simple!
The main gist behind this technique is to set either Facebook’s or Google’s algorithm back into what is called a learning phase.
By doing this it will make the A.I have to re-do some learning in order to adapt to this change.
In this case what we’re doing is only pulling back the budget on the campaign (whether its within the Facebook or Google platform)
The idea is to pull back the budget enough to then force the A.I to relearn.
I recommend starting with at least a 20% reduction.
Now by doing this you’re forcing the A.I to work out how to generate you leads or sales with lower daily spend.
You will probably notice 2 things quite quickly over the next couple of days.
Your avg. CPC (average cost-per-click) start get lower.
You realise you’re receiving less clicks then you did before, which makes sense because your spending less.
However, don’t stress let the A.I learn.
Give it some time.
Usually, I recommend testing this for at least 2 weeks however, you might need to wait even longer.
Use your judgment on this one.
I usually find the A.I on Facebook works a lot faster than Google’s does.
Generally, Google recommends it needs about 2 weeks to learn (at its most basic level)
Whereas Facebook you can usually see the difference much more quickly.
Over the years I’ve always had fun playing around with both Google’s and Facebook’s A.I seeing how much I could gain a little control over what it’s doing.
Now…
Lets fast forward a couple of weeks.
How are your CPA’s looking?
Much better I hope?
The next step is to now increase your budgets to get back to what you were spending on a daily before.
Go for it,
Push the budgets back up again.
But don’t just jump straight to the budget you want to straight away.
I would push it up in increments.
For example:
Current budget is $50 per / day but you want to push it back up to $100 per / day.
I would it slowly by increments of $10-20 every 2-3 days.
You do it this way to try to stop the A.I this time going crazy and now fluctuating CPC’s (cost-per-clicks) because it’s now having to learn to spend more per. day then what it was used too.
Like I said before,
You can do certain things with the A.I on Facebook and Google that will help you gain a little more control back.
Hope this little tip helps!ver had a campaign that has been the ‘gold mine’ to your digital marketing generating cheap cost per leads or sales, then out of nowhere, it turns into basically a pile of chunder where everything has blown out and you’re now paying a premium for the same kind of lead?
Yeap, we’ve all been there before.
However, I have a technique that may help with getting these CPA’s (cost-per-acquisition) back down to the good ol’ days.
I call it the ‘pull back’ method
And really its quite simple!
The main gist behind this technique is to set either Facebook’s or Google’s algorithm back into what is called a learning phase.
By doing this it will make the A.I have to re-do some learning in order to adapt to this change.
In this case what we’re doing is only pulling back the budget on the campaign (whether its within the Facebook or Google platform)
The idea is to pull back the budget enough to then force the A.I to relearn.
I recommend starting with at least a 20% reduction.
Now by doing this you’re forcing the A.I to work out how to generate you leads or sales with lower daily spend.
You will probably notice 2 things quite quickly over the next couple of days.
- Your avg. CPC (average cost-per-click) start get lower.
- You realise you’re receiving less clicks then you did before, which makes sense because your spending less.
However, don’t stress let the A.I learn.
Give it some time.
Usually, I recommend testing this for at least 2 weeks however, you might need to wait even longer.
Use your judgment on this one.
I usually find the A.I on Facebook works a lot faster than Google’s does.
Generally, Google recommends it needs about 2 weeks to learn (at its most basic level)
Whereas Facebook you can usually see the difference much more quickly.
Over the years I’ve always had fun playing around with both Google’s and Facebook’s A.I seeing how much I could gain a little control over what it’s doing.
Fast forward a couple of weeks.
Lets hope your CPA’s are looking much better and you now want to increase your budgets to get back to what you were spending on a daily before.
Go for it,
Push the budgets back up again.
But don’t just jump straight to the budget you want to straight away.
I would push it up in increments.
For example:
Current budget is $50 per / day but you want to push it back up to $100 per / day.
I would it slowly by increments of $10-20 every 2-3 days.
You do it this way to try to stop the A.I this time going crazy and now fluctuating CPC’s (cost-per-clicks) because it’s now having to learn to spend more per. day then what it was used too.
Like I said before,
You can do certain things with the A.I on Facebook and Google that will help you gain a little more control back.
Hope this little tip helps!
