This Facebook ads account struggled for the first two Quarters of 2023 to maintain a profitable CPM.We took over the Ads campaigns in mid Q3 of 2023 and evaluated our ads strategy.
Here is what we did to optimize the CPMs and increase Purchases.
- Instead of the interests-based audience targeting, we started targeting Custom Pixel Retargeting our website past visitors, that increased our CTR by an overall of 30% account wide.
- We used UGC based Creatives and A/B tested multiple UGC Videos in each campaign to determine which specific Creatives yield the most engagement.
- The previous campaigns had no audience segmentation in multiple ad groups, we segmented the audiences with respect to each demographic group that made it clear which demographic groups worked or not.
- Our Overall CPM went down from $26 to $15 and the CTR increased from 0.3% to 1.1% account wide in 2 months span.