CPL Rising, What Do You Do?!

So you’ve been tracking your campaign’s CPL weekly.

And you’ve realised that its been rising slowly and steadily, dollar by dollar..

It can be really frustrating having a winning ad set with a winning ad work for so long only to watch it inch closer to the “unprofitable” zone.

So this blog post will be about diagnosing the problem with your campaigan and 5 possible remedies you can do.

Change The Headline of Your Ad

A quick way to test something new is to change your ad’s headline. This is a quick change that can have drastic effects.

This is part of the 80-20 rule I learned when I was in an agency handling 30 campaigns simultaneously and more often than not it will help lower the CPL (miraculeously).

Don’t know about the 80-20 rule? Check out this link

Congruency

Make sure that your ad’s angle and content is congruent with your landing page’s. A typical symptom of low congruency is a high CTR but low opt in or add to cart rate on your landing page.

Refresh Your Creatives

Ad fatigue is a real thing. Ad fatigue is when an ad has been seen too many times by your target audience that they are just “sick of it” thus not clicking. I am sure you can relate with some YouTube ads that you’ve seen countless times and with your finger hovering over the “Skip Ad” button..

Try refreshing your ad creative, change the colours, model or even font to give it a new life. It might just revive a once winning ad!

Check your CPC and CPM

High CPC and CPMs may indicate that the targeting is very competitive. Try to do customer research into other types of targeting and test, test, test. You might just find an untapped targeting!

Relevancy

Write your angles on the most trending topics! For example right now in May 2021, the most trending topic is arugably the crypto market slowly recovering after a sharp decline last week.

A trendy ad will have higher click through rates (CTR) which will in turn lead to lower CPLs!

Last But Not Least, Try a Different Ad Angle

No ad angle lasts forever and it might just be time for you to try a different ad angle.

This is easily most costly option compared to the solutions above so do make sure that you’ve tried the solutions above before attempting this one.

Ads can seem like a mystery sometimes and there are a lot of factors that go into play when running them. As marketers, there are certain things that we can control and others that we can’t (like the recent IOS 14 saga). The lack of control can feel frustrating at times but we as marketers must keep ourselves updated and do what we can to better our campaigns.

If you guys have other methods to lowering your CPL do let me know as I am still learning about this vast work of Digital Marketing.

In the meantime, stay awesome marketers 🤟🏻.