$30 Target Cost Per Acquisition
After 2 days our CPA was $14 across facebook, so Naked Wines gave us permission to scale as much as possible as long as we stayed below the $30 CPA target. This was the lead up to Christmas
From October to December we accumulated a huge amount of data and our optimisation was in full swing. New Years Day hit, and everyone had New Years resolutions which weren't in Naked Wines favour. The CPA went up to $90 overnight.
Our granular structure paid off
On New Year's Day, we stripped the campaign back to the audience which we knew converted at a low CPA. Scale was no longer a priority. A low CPA was. Our data and insights told us women aged 40 - 45 in high pressure job titles were going to be our focus.
The End Result
Within a few days after the New Year welcomed us the CPA was at $28 for the month of January. Overall we had a 4,362 sales which were attributed to the media campaign with an overall CPA of $20.67 which was 30% better than expected.