Why Pausing Meta Ads Based on CPA Is a BIG Mistake!
Perpetual Traffic
Experiment: Don't Kill Ads Based on Early CPA
John walks through a test showing paused ads would have removed high add-to-cart drivers despite poor early CPA.
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Ever been told to cut your losers and let your winners run? It sounds simple enough, but what if this popular advice is actually hurting your ad performance? In today’s episode, we’ll uncover why focusing on CPA (Cost Per Acquisition) might be misleading and what you should do instead to optimize your ad strategy.
Tier 11’s John Moran walks us through an experiment where we tested ad sequencing and creative strategies. The results prove that cutting ads based purely on CPA could cost you more than you think.
We’ll also break down the right approach to assessing ad performance in the Andromeda era and how understanding traffic stages can completely change the way you think about your ad spend.
In This Episode:
- Meta Andromeda’s changes after recording the episode
- The dangers of cutting your “losers” based on CPA
- Case study: Cold traffic trends and clicks to add carts
- Examples of user journeys when running UGC ads
- Why you should not pause ads
Mentioned in the Episode:
Partner With Our Digital Marketing Experts: https://www.tiereleven.com/apply
Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite
Full Episode, Stop Pausing Ads: Why “Bad” Meta Ads Could Be Your Best Ads: https://www.youtube.com/watch?v=-g6N9ZlcW_8
Still Relying on Old Funnels? Here’s What’s Working in Meta Ads Right Now: https://perpetualtraffic.com/podcast/episode-785-still-relying-on-old-funnels-heres-whats-working-in-meta-ads-right-now/
The Funnel Is Dead. Here’s What Full-Funnel Actually Means Now: https://perpetualtraffic.com/podcast/episode-787-the-funnel-is-dead-heres-what-full-funnel-actually-means-now/
Why the Funnel Is Dead (And What Actually Drives Growth Now): https://perpetualtraffic.com/podcast/episode-788-why-the-funnel-is-dead-and-what-actually-drives-growth-now/
The New Meta “Feeder Strategy” That Breaks Andromeda (Full Walkthrough): https://perpetualtraffic.com/podcast/episode-757-the-new-meta-feeder-strategy-that-breaks-andromeda-full-walkthrough/
Listen to This Episode on Your Favorite Podcast Channel:
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https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK
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Connect with John Moran:
LinkedIn: https://www.linkedin.com/in/johnmorangads
Connect with Ralph Burns:
LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
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Mentioned in this episode:
https://www.tiereleven.com/audit
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