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Agile paid social testing delivers a significant reduction in CPA

Through a focused targeting strategy and an agile approach to real-time optimisation (in which we made changes based on a number of metrics indicating immediate and longer term performance trends) over a six-week period, we drove a CPA significantly less than our briefed target figure.

Using Donald Russell’s core demographic, we selected targeting segments that best pointed towards intent to convert on a channel-specific offer using a variety of targeting options: including people who have engaged with steakhouses, those with a high propensity to spend on luxury items and users who exhibit behaviours similar to existing Donald Russell customers.

In addition to these core audiences, we took titles and placements from the client’s offline media plans and targeted these users through Facebook.