Bosses and clients want lower CAC (Cost per Customer Acquisition.) I don’t know which meme below is more appropriate for them. But, either way, they want lower CAC!
It’s human nature to want more! More sales. More revenue. More profit. It never ends. Fortunately, because I personally manage over $2 Million a year in ad spend, I’m good at reducing CAC.
And that’s how I discovered a great way to reduce Facebook™ Advertising Cost. I track my CAC on a daily basis.
One day, I noticed that the CAC was higher on Saturdays and Sunday.
So I took two months of daily CAC data and sorted it by day of week. Turned out that Saturday was the most expensive day of the week for CAC. But, the Cost Per Result was about the same as other days.
My theory is that prospects weren’t in “business” mode on Saturday. So, even if they interacted with an ad, they were less likely to buy.
So, I changed my ad schedules to the following:
The lowest converting 40% of ads do not run from 4PM on Friday until 9AM on Sunday.
The best ads run 24/7. That way I still am in the auction on Friday Night and Saturday – with my best-converting ads.
The middle of the road ads are turned off from 4PM on Friday until 9AM on Saturday.
My theory is that once 4PM comes around on Friday, people are in “weekend” mode and much less likely to buy. However, by the time Sunday Morning comes around, they’re ready to go again.
In the months that followed this change, I set new records for CAC and sales.
I made several other improvements to my ads, but these changes helped improve results.
So, if you want to reduce your CAC, then do the same thing.
Break it out by the day of the week. You may find that certain days of the week are more expensive than others. In that case, you can want to reduce your spend on those days and spend more on the better days.
Looking for other ways to reduce CAC? Then check out my blog post on the The Easiest Way To Reduce Your Advertising CAC.
To better Advertising Results,
The World’s Best Ad Copywriter