performance marketing head

The client wants to reach a CPA 6$ when his current CPA was 9$

First, when I started with the account I started with a precise audit of both Facebook and google ads accounts starting with Creatives, Audiences, Campaign types

I focused on 2 main metrics (CTR, Website CR conversion rate), CTR to show me the quality of the creative and CR to see the quality of the audience

What I discovered:

- Facebook Lookalike campaigns that were performing very well in terms of CR, CR was 1.2% (He was using a lookalike above 2% because of audience size ) - CPA 12$

- broad Campaigns that were using a video ads format and the CTR for these campaigns were 0.8% while the rest of the account was 0.3% - CPA 8$

- the best-performing campaigns on google were Youtube Campaigns that are using the same video ads in the Facebook campaign - CPA 7$

- These Videos ads were promo videos for the courses hosted on the platform and the length of these videos was on avg. 1 min