How we cut CPAs by 96% 👀

Hey friend,

It’s me, back for episode 2 where I will share with you a recent story about how we reduced a company’s CPA by 96%.

And the best part?

We did it with one simple change.

Before I get into it:

There are a bunch of new people here, so welcome, it’s nice to have you 😘 and to my loyal day-ones (those of you who were here two weeks ago), hello again. I have a few updates:

🏆 Aperture has been named as SME News’ Most Innovative Business Growth Agency 2024
🧠 I’m doing a webinar with the legendary Steve P. Young and David Barnard from RevenueCat on how to win back customers on August 14th
☕️ We’re launching a breakfast series, details to follow - I want to see you there

Okay, let’s go 👇🏽

How did we reduce CPA by 96%?

So, how did we do it?

✨ The power of optimisation ✨

Here’s a not-so-secret secret: what you decide to optimise your ads on will determine the type of people who see your ad.

Here’s how it works:

• When you optimise for impressions, people who watch things will see your ad.

• When you optimise for link clicks, people who click things will see your ad.

• When you optimise for app installs, people who install things will see your ad.

• When you optimise for add to cart, yep - people who add things to their cart will see your ad.

💡 The lightbulb moment 💡

This account was optimising for Link Clicks.

Sounds simple, right? Well, 35% of the people I’ve mentored through GrowthMentor have asked me about this exact thing, so I guess not.

This strategy delivered a boatload of people to their website, but no one was signing up.

This showed that the traffic was low quality: even with a million clicks, optimising like this would never result in many registrations or sales.

They’re people who click things, not people who buy things.The algorithm does what you tell it to do.

We changed the optimisation point of their campaign from Link Clicks to optimising for the actual thing we wanted to achieve: Customers.

The impact was huge - we had a 96% reduction in CPA.

🔑 Key takeaway 🔑

Don't just optimise for the easy metrics.

Optimise your campaigns towards your real business goals. It might take a bit more time and setup, but the results speak for themselves.

🤔 Your turn 🤔

Take a look at any campaigns you have live. What are they optimising for? Is it the thing you want to achieve, or are you settling for easier metrics?

Run a test: a new campaign with a new optimisation metric. See what happens.

Until next time,

Hannah

P.S. You’ll hear from me again soon, inviting you down to our first-ever event. Keep your eyes peeled.

P.P.S. RSVP for that webinar if you want more gold. I promise it’ll be good.