Reducing your cost per result

Now, let's say you want signups and you are seeing a cost per result of about £4 per signup. That's actually quite normal and falls within the range we just discussed. But what if you want to lower that cost? Here's where our expertise comes in.

1. Test Different Targeting

Usually, we would start with the same locations and test different targeting. This could already significantly reduce your costs. You can narrow down your audience using interests, behaviours, and demographics. Lookalikes and retargeting can also be effective once you have enough pixel data.

2. Run Separate Campaigns for Different Countries

We would run separate campaigns to target different countries, e.g. all developed countries versus all developing countries. Or all English-speaking countries versus all developed countries.

Actually, we usually start with the country where most of your existing customers/subscribers are located or where most of your ideal customers/subscribers are located. This way, you should be getting better quality signups first. If you want to expand, test it with a small budget first as depending on the countries you're targeting, the quality can be pretty bad. Better to pay a bit more for better quality/more engaged subscribers.

If you're targeting different countries, run separate campaigns. For example, you could have one campaign for all developed countries and another for all developing countries. Or, you could separate them by language, like all English-speaking countries versus all non-English-speaking countries.

Category: English-speaking

Countries: United States, Canada, United Kingdom, Ireland, Australia, New Zealand

Category: Developed

Countries: Norway, Ireland, Switzerland, Iceland, Hong Kong, Germany, Sweden, Netherlands, Australia, Denmark, Finland, Singapore, United Kingdom, New Zealand, Belgium, Canada, United States, Austria, Liechtenstein, Israel, Japan, Slovenia, Luxembourg, South Korea, Spain, France, Malta, Estonia, Italy, United Arab Emirates, Greece, Cyprus, Lithuania, Poland, Andorra, Latvia, Portugal, Slovakia, Hungary, Croatia, Romania, Bulgaria

Category: Lowest-income countries

Countries: Burundi, Somalia, Mozambique, Central African Republic, Madagascar, Sierra Leone, Niger, Democratic Republic of the Congo, Malawi, Chad, South Sudan, Yemen, Guinea-Bissau, Afghanistan, Togo, Haiti, Comoros, Liberia, Eritrea, Ethiopia, Mali, Burkina Faso, Rwanda, Gambia, Benin, Uganda, Zambia, Senegal, Guinea, Nepal, Cambodia, Kyrgyzstan, Tajikistan, Zimbabwe, Lesotho, Tanzania, Bangladesh, Mauritania, Djibouti, Ghana, Nicaragua, Uzbekistan, Kenya, Cameroon, Myanmar, Côte d'Ivoire, Papua New Guinea, Honduras, Syria, Angola, Congo, Solomon Islands, Ghana, Timor-Leste, Kiribati, also: Vanuatu, India, Pakistan, and Nigeria (these might still be worth including)

3. Focus on Quality Over Quantity

Else, if you don't care about quality, run a worldwide campaign but install captcha on the landing page or an email verification step to weed out the bots. Though we normally suggest excluding the top 30 or so lowest income countries as there are lots of bots there.

It might be tempting to run a worldwide campaign to reach as many people as possible, but this could lead to lower quality signups. It's better to pay a bit more for signups who are more likely to engage with your content.

4. Improve Your Ads

Then we'd focus on your ads. Professional ads can make quite a difference and also get your costs per conversion down. If you're in the higher range of the CPCs above, better targeting and creatives will get you closer to the lower ranges.

5. Optimise Your Landing Page

And next there's usually more that can be done on the landing page to convert more of the visitors. You'd want a copywriter to write persuasive sales copy and a professional design. Also remove all distractions so they can only click on the call to action button. These are just some general suggestions without having seen your landing page. But there is usually more that can be done and if you get your conversion rates up by just a few percent, this can have a huge impact on your cost per conversion.

6. Get Professional Advice

It's not just about setting up an ad and hoping for the best. It's about understanding your audience, optimising your targeting, creating compelling ads, and fine-tuning your landing page.

That's where a professional consultancy like us can make a huge difference. With years of experience and a deep understanding of the advertising landscape, we can help you identify the best strategies to drive down your costs per conversion. We can provide insights that you might not have thought of and take over implementation of the entire optimisation process for you, ensuring that every dollar you spend is working to grow your audience.