CPA – cost per acquisition or action is simply refers to the money you spend on advertising or marketing to convert leads that you have gained in respond to CTAs present on your website. They could be present on homepage, landing page, or sales pages.

Undoubtedly, the CPA has gained much importance because it always informs the advertisers that how much revenue they spent in doing marketing and advertising to acquire new customers at the end. If we talk about why we need to find out the effective ways to lower CPA, then answer would be:

Advertisers’ verdict is to get more customers with lower CPA all the time. That’s because reducing the cost per acquisition will directly increase your ROI – return on investment. That is how more amount will be saved and more customers will be acquired at the same time.

For your better navigation, the Apex Solutions has done with in-depth research to find out the ways how to lower CPA effectively. And yes, it has compiled a number of result-oriented strategies going to be very essential for you.

So, without further ado, let’s get started.

Impressive Strategies for Lowering CPA

All of the below given strategies on lowering the CPA are highly recommended by the expert marketers because they are proven and result-oriented. And yes, you should also pay thorough attention to each strategy.

Let’s reveal them.

Recheck Account Structure

You need to recheck the account structure because it is always essential in driving down the CPAs. That’s because budgets should always be set and distributed keeping in mind the overall structure of the campaign.

While setting and crafting the budget for campaign, always keep these two things in mind:

• Your prioritized targeted audience
• And their theme

By doing this, you can get an idea about scaling your campaign level and spending money on getting leads.

Rebalance the Campaign Budget

The second most adapted strategy most of the marketers are working on. Always check and rebalance your overall campaign budget, so that you can get an idea how much you are going to spend, or how much should be spent.

In this, key considerations involve keeping in mind that what would be the scale of your campaign and your targeted audience.

Get Idea of Your Audience

That’s included in brainstorming techniques that you are promoting and appreciating your audience’s opinion. If you are aware of your targeted audience, you can lower your CPA. This is because you can provide them with such CTAs that they are already looking for.

In this way, you don’t need to spend extra money to make them convinced on your opinion. All you need to do is, keep in mind that what they need and are looking for.

Setup Facebook Pixels Correctly

Setting up Facebook pixels in a mannered way have potential to lower CPA. This is because it involves in retargeting, creating hyper-targeted campaigns and remarketing to the buyers with higher intent.

Facebook pixels are too much important in modern digital marketing, and lowering overall CPA. Without it you won’t be able to measure how effective your Facebook ads are on your targeted audience. You should need the Facebook pixels installed in order to track data like how have visited your website or eCommerce store, searches on your website page and items added into the shopping cart.

If you would have all the data, you can improve your ads campaigns and stop running useless ones which ultimately lower your CPA.

Optimize Landing Pages

Optimizing your landing pages is also a handsome option to lower CPA.

Upon analysis, it has been observed that landing pages have potential to convert more than 2.3% visitors came across to your website through organic research. But depending upon the industry, effectiveness of landing pages changes.

Talking about how landing pages convert traffic into customers, it only focuses on one goal which is “call to action.” This brings higher return on investment, ROI. And yes, it also impacts increase in pay per click PPC which reduces cost per click and conversion, so that lower CPA resulted.

Match Content to Your Audience

When you done with Facebook pixels installation, you can monitor what content type your audience likes the most. It doesn’t necessary always that your landing page content, sales pages or ad copies matches your audience. Sometimes, you need to change your CTAs styles and content as per your audience’s nature.

Check from Facebook pixels, if you find drop in CTAs or less pageview time so that you need to change the content and have to write such that matches your audience. Because this type of content will surely attract higher customers are lower your CPA ultimately.

Don’t Sell to a cold Audience

If you don’t know, there are types of audiences divided on the basis of interest and actions. The cold audience – those who have not seen your ads or engaged with it. Selling them isn’t fruitful at anytime because they have no interest in what you are offering. So, don’t invest in converting them or running campaigns for them.

In this way, you can lower CPA from here. But in contrast, we recommend you to invest in Warm, or Hot audience which at least shows interest into your services or products.

According to the experts, warm audience is that which at least engaged to your content, visited the page and have seen your ad for a few second. While the Hot audience is that which shows greater interest into your product or even supplied contact details. So, if you want to achieve higher conversion rate, always target warm or hot audience.

Create Video Ads

It has been observed that video ads always catch more attention and help engaging targeted audience effectively than content. There’s two reasons described by the expert behind why these ads have more psychological impacts.

• Visual movement of characters
• Background voiceover

According to a research survey among people/customers what kind of content they want to see from a brand they are supporting it has been observed that videos get increased votes percentage (54%) from all other content types including social images, newsletters or blog articles.

It means that you should stop invest higher running images ads or content, rather you should create more video ads to turn leads into conversions. In this way, you can maximize overall revenue and lower your CPA.

Check Keywords and Targeting

As you know that keywords took a great importance always to help Google understand for which specific searches you want to rank for. It’s an important, or sensitive step to cover at the meantime that you need to pay higher attention on your navigation.

For example, you should match your keywords with your services or branding to understand whether they are of same intent. If they are not, check your keywords again or try to change them by keeping in mind that you need to target keywords to your audience.

Relating this with CPA, if you find right keywords and promote advertising to rank for them, you’ll definitely need to invest lower compared to invest in such keywords that do not have same intent to your products or services.

Because these keywords will get organic rankings or appreciation somehow, so it means that ROI will be definitely increase which causes decrease in CPA.

Implement Keyword Expansion

Talking about the keyword expansion, it’s a process of adding more keywords to your current keywords list. In this way, you can rank for more keywords to attract more traffic to provide them with CTAs. Implementing this technique can help you avoid investing much to get rankings and CPA because you are eligible to attract and convert more traffic organically.

You need to get into keyword expansion when your currently targeted keywords gained authority and potential in search engines. Then, start compiling more keywords related to your industry into the list and target them via different methods of advertising. You can adapt ad campaigns, landing pages, sales copies and much more.

Check User Journey Personalization

User Journey Personalization always helps you to gain insights about your customer’s interest and preferences. You can gather the data and customize your offers at any stages to get more conversions into your funnel. According to the expert marketers, only personalization can help you offer tailored experiences to your customers.

Talking about the core benefit of taking high care of Personalization – it increases the page time of your site. Like you are providing such content that customers like and prefer to see, so they like to stay longer on your site which definitely help them to make a decision about purchase.

You can customize user journey personalization on ads, content and any medium of advertising.

Pay Attention to Ad Fatigue

It’s a very distinguished strategy and you should pay thorough attention to this in order to make your campaigns successful and ensure highest ROI. Those who don’t know, ad fatigue is the higher frequency of your ads. Mean to say, your targeted audience will see your ads again and again which cause them losing interest in your products or services. So, you definitely need to take care of ad fatigue to make your campaigns successful and engaged with the audience.

To avoid ad fatigue, design multiple ads and make twists, so your audience won’t get bored. Change colors in each of the ad, shuffle content, change format and use different call to action all the time. These techniques will help you to avoid ad fatigue and gain maximum customer attention at the first sight.

Minimize Audience Overlap

Those who don’t know, audience overlap is a Facebook ads tool which allows you to compare between more than one types of audience at once, so you could know the similarity or overlap between audiences. According to the expert marketers, overlap should be minimized always.

The reason behind is, it directly leads toward the ad fatigue because same audience is checking your ads again and again while scrolling newsfeed. To minimize this, Apex Solutions recommends you to focus on your ad creatives. They should be versatile and catchy enough all the time, so audience overlap won’t affect your campaign, engagement or conversion rate.

Conclusion:

There are much more things connected with the term CPA - cost per acquisition. If you don’t pay them attention it would be wrong to say you can decrease it. You need to follow all the strategies described above in order to make your ad campaigns successful, engage your audience organically, and much more. Because all of this can help you lowering CPA at the end.

For more information, you can contact with Apex Solutions – a leading Internet agency providing dozens of services including lowering CPA specially to help you.