Client: If you're at or below a $40 CPA you can scale as much as you want.
Me: Awesome, sounds good.
**Ads are launched and running for 3 days. Averaging $16 CPA.**
Client: Actually, if you're at a $20 CPA you can scale as much as you want.
Me: 🤯🤬
Here's what I said 👇
Me: Do you want to scale your account?
Client: Of course!
Me: Then you need to be okay with the CPA going over $20. I just started running the campaigns at a low daily budget.
The CPA we're getting now will not remain the same if we are going to increase spend by 5x obviously.
Me: I'm not saying the CPA is going to go straight to $40 once I really start to increase budgets.
But I can assure you it's going to increase. It's part of the scaling process and I will do everything I can to ensure it stays as low as possible.
Client: But Why?
Me: We just started with this project, so FB has been showing our ads to users that have the highest chance to convert at the lowest cost.
There is a limited amount of these users. So as we continue to increase budgets FB has to find more users to show the ads to.
Me: So, it starts to show it to more users who have a slightly lower probability of converting.
Meaning the quality of the traffic is lower.
So, the ads need to be shown in front of more people in order to get a conversion.
Which subsequently drives up our CPA.
Me: Does that make sense?
Client: Yeah, I guess. Thanks. Bye.
** Hangs up before I can say anything **
😂😂
Can you love and hate something at the same time?
Hope you guys enjoyed this true (paraphrased) conversation.
Looking back, it's partially my fault this even happened.
I should've done a better job providing context about the stats and scaling process earlier.
Granted I didn't expect the performance to do as well as it did.
So, if you are working with clients it's important to continually provide context around the campaign's current situation.
It helps to prevent them from asking a bunch of questions, changing their mind back and forth, and gives them confidence in your abilities.
If you have any questions please feel free to comment down below.
If you want more FB ads tips, check out this thread below with over 50 threads/tweets ⬇️⬇️
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