To get that amazing CPA again, we needed to tighten up this ship.
We took every opportunity we had to optimize their campaign – although the company’s goal was to reach a £30 CPA, we wouldn’t rest easy until we went back to the vicinity of £13.
If it was possible before, we could do it again.
Right off the bat, we noticed that short-form copy tended to perform better when paired with video ads, whereas long-form copy performed well with images and carousels.
We also aimed to target cold and warm audiences with link clicks as the main objective. This was so we could gain more Trial users and retarget those who clicked without buying – and show them retargeted ads until they became customers.