We were able to add four platforms to our core acquisition marketing stack: YouTube, TikTok, Pinterest, and Snapchat.

0.35
CPO

Jake M.

Mayple Vetted

expert

The Challenge

Diversifying paid channel mix based on a CPA goal.

The Process

In order to find new channels, I researched paid media kits to determine estimated CPMs and CTRs + audience match, and creative best practices + specs. Once I projected potential CPAs based on platform benchmark numbers and internal historical data, if the projected CPA was within 25-30% of our goal, we planned and bought paid media on the platform. In our case, we were already running on Facebook/Instagram and Google Search, so we determined to expand into Quora, TikTok, Snapchat, Reddit, and YouTube ads. Once campaigns were launched, using strategic audience targeting parameters and creative best practices, we allowed a testing period of 60 days. After the testing phase, we performed campaign triage and determined which platforms and campaigns were worth expanding into based on actuals for ROAS, CPA, CTR, and CPM.

The Solution

We were able to add four platforms to our core acquisition marketing stack: YouTube, TikTok, Pinterest, and Snapchat.

Skills Used

Paid Ads,Paid Ads,Google Shopping,Paid Ads,Paid Ads,Paid Ads,Paid Ads,Paid Ads,Paid Ads,Paid Ads,Paid Ads,Paid Ads,Other

Industry

Style & Fashion

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