How to optimize mobile ads on Facebook and decrease CPA.

1. +
Facebook Instagram
CASE: INCREASING THE NUMBER OF BOOKINGS AT
«AGODA» AND FINDING NEW TRAFFIC SOURCES
Advertising agency + Releadgion

2. DATES: June 2016 (ongoing)
TRAFFIC SOURCE: Facebook,
Instagram
GOAL: increase the number of
bookings, increase conversion
Bring down CPA from 12$ to 9,5$.
About campaign

3. Target Audience
English-speaking
countries users*
18-45
STEP 1. AUTOMATIC SEGMENTATION
English speaking countries
Segments: 10
COUNTRIES GENDER
Age and gender segmentation
with 5 years span
Segments: 12
*primary targeting
In 0,3 sec. Releadgion made automatic segmentation for 2
targeting options:
Thank to automatic segmentation campaign upload took only
15 min. instead of 3 hours.
*40 segments with different targetings and 18 unique combinations of descriptions,
titles and pictures were created.

4. STEP 2: BANNERS
BANNERS USED: travel photos with panoramic
views of nature, sunsets, ocean and beaches.
• 3 different titles
• 2 different descriptions
• 3 different pictures
18 different banners were created automatically *.
Moderation through Releadgion took 1 hour.
* Adshaker module was used - shuffling and multiplying ad banners for
A/B test.

5. Found 5 audience groups with the highest CR.
STEP 3. Campaign optimization
Further segmentation by interests («Travel», «Hotels», «Holidays», «Tourism») for deeper
optimization.

6. RESULTS
3 STEPS OF TESTING helped to find audience groups with the highest CR

7. Usage of automation rules in
Releadgion enabled 24/7 real-time
bidding and winning auctions in
Facebook and Instagram.
Monitoring now takes 1 hour less time
and allowed to keep them running on
the weekend!
Campaign optimization

8. +36% of bookings
Social channels outperformed
Google AdWords and became the
key channels in online promotion.
CPA 12,4 $ CPA 8,57 $
BEFORE AFTER
7,14 $ 9,3 $
AVERAGE CPA:
Both results are comply with client’s KPI
Campaigns results

9. RELEADGION – MOBILE ADVERTISING
EXPERT
releadgion.com