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B2C Client 140% Increase in Conversions and 60% Decrease in CPA with Facebook Interest Targeting

B2C Client: 140% Increase in Conversions and 60% Decrease in CPA with Facebook Interest Targeting 2

CLIENTA B2C client in the internet technology industry.

CHALLENGEIn 2018, Facebook removed Partner Categories from their audience targeting options as an indirect result of privacy concerns following the Cambridge Analytica scandal. These third-party partners - such as Acxiom or Experian - previously provided advertisers with highly detailed user information, giving them the power to better match their messaging to user motivations. The removal of this option thus forced marketers to pivot their strategy to avoid lost spend. Additional user data is still available directly from the third-party data sources, but each brand must negotiate individual contracts for usage, possibly encountering some hefty costs.

A B2C client utilized Partner Categories for several of their audiences. These groupings were both highly qualified and highly scalable, and integral to the continued performance of the account. Following the announcement of the removal of Partner Categories, the 3Q team began forging a replacement strategy to ensure there wouldn’t be a drop in performance.

SOLUTIONTo shield against an efficiency loss, the 3Q team turned to Facebook’s Interest Targeting. Interest Targeting is a combination of two forms of data available to Facebook: users’ direct engagements on the site, such as liking a company page or clicking an ad, and users’ implied interests because of those direct engagements. For example, if a user clicks on an ad for a cruise company, Facebook extrapolates that the user has an implied interest in traveling and that the interest might extend to other related areas like car rentals or hotel deals. Interest targeting inherently casts a broader net than the data a brand might source from a third-party, but it typically comes with a lower price tag.

The 3Q team mapped out relevant implied interest groups and closely-related alternatives for the client’s account and implemented the new targeting.

B2C Client: 140% Increase in Conversions and 60% Decrease in CPA with Facebook Interest Targeting 3

Though both groups maintained a relatively similar spend level (difference of ~5%), click-through rates for the Interest Targeting audience saw significant gains compared to the original third-party lists - 98% higher. Cost-per-click for Interest Targeting decreased 62% as a result. The conversion rate for Interest-based traffic was slightly lower than the original targeting. However, overall conversion numbers were up 140%, and due to more efficient click costs, the cost per acquisition was 60% lower. Though typically less precise than third-party targeting, Interest Targeting certainly has the potential to drive impressive results. Combining additional audience strategies with Interest Targeting will offer any brand affected by Facebook’s removal of Partner Categories a viable, effective solution.

RESULT

6,064,406 77,166 5291.27% $1.16 0.69% $169

7,680,957

27%

193,912

151%

1,269

140%

2.52%

98%

$0.44

-62%

0.65%

-6%

$67

-60%

Target Type Impressions Clicks CTR CPC CVR CPAConversions

Third Party

Interest

Deltas

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