Over a span of just two years – from 2021 to 2023, Nashville Marketing dramatically improved our client’s return on investment. We succeeded in a getting a significantly reduced cost to client. The CPA (cost per acquisition/ cost per action) went down by 76.6%. Their return on ad spend (ROAS) doubled.
In 2021, before Nashville Marketing’s involvement, the client primarily relied on traffic campaigns. They believed that driving more traffic to their landing page would lead to higher sales. Instead, this produced a very high cost per purchase ($83.55!) with a Return on Ad Spend (ROAS) of just 1.26. The client’s use of traffic campaigns making for inexpensive clicks. The clicks didn’t target those who were ready to buy. After carefully analyzing past data and tracking ad performance we spotted just how to drastically improve the performance of our client’s ads. We quickly went to work getting a reduced cost to client.
Here’s how we reduced cost to client!
In 2022, Nashville Marketing began working with the client and advocated for a shift in their overall campaign goals to target higher intent audiences, even if it meant a higher CPC (cost per click). This approach led to a massive 72.6% decrease in cost per purchase (the ultimate goal) to bring it down below $23! This also produced a reduced cost to client and a substantial improvement in ROAS.
In 2023, we kept making additional refinements to make the advertising strategy work better. We ground out even more improvement in the cost per purchase, reducing it once again to $19.55, a 14.7% decrease from the previous year. The return on ad spend also improved to 2.55.
Over the course of two years (2022 and 2023), Nashville Marketing reduced the client’s cost per acquisition by an impressive 76.6% without reducing their overall ticket sales.
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