Seeking to combat escalating CPAs?
If you are seeing your CPA (cost per acquisition) to ROAS (return on ad spend) ratio decline, you are not alone.
From 2016 to 2019, the average CPA/ROAS declined 33%. As reach becomes more expensive and new brands enter into the market place, the decrease continues.
How to reverse the trend? Expand the reach.
Emerging CPG brands are finding success by focusing on expanding reach through top-of-the-funnel campaigns to balance mid and lower funnel campaigns.
Growth can be found at the intersection of data analytics, creative and brand building activities
Three steps to drive performance marketing in paid social advertising:
● Data analytics = key to identifying which audiences are most effective
● Creative and messaging = test, test, test the right combination of visuals, videos, and copy to drive engagement
● Brand building = leverage FB advertising to build a robust email list and deliver entertaining, inspiring, and educational content to add value.
Developing a disciplined strategy in these three key areas will enhance conversion for middle and lower funnel campaigns.
A combination of brand + performance creates winning growth for emerging brands!