Case Study

AppJobs

How we decreased CPA by over 80%

$1.32

CPA

$4.91

CPM

$4.7%

CTR

Facebook’s A.I. is helping people and families get jobs in COVID-affected locations 4x more efficiently. AppJobs helps people find easy ways to make money in their city by providing a platform with on-demand job opportunities. They wanted to leverage Facebook Advertising to acquire new job-hunters and getting them to come back for future job searches. When the COVID-19 crisis hit, unemployment in the US alone soared to an unprecedented 3.3 million people as cities ground to a halt and service-related industries shuttered their doors. AppJobs had a huge opportunity to help millions of people across the US and Europe find ways to generate income and support their families in this time of need.

Voy Media’s approach: We targeted locations affected by COVID-19, who needed jobs the most and there were tons of jobs hiring in those locations (New York, California, France etc.). AppJobs had strong creatives and targeting messaging already, but their ads were not effective. Their campaigns were structured with many small campaigns on lower budgets and segmented audiences. We used the same exact ads, but structured our campaigns using Facebook’s Power5 to leverage structure for scale; with CBO, broad audiences, auto placements, higher budgets, and fewer campaigns – we wanted to let Facebook’s A.I. do the work. This combination of Power5 and city-based targeting resulted in massive success. 

The results (March 2020, when Voy Media began, compared to past account performance)

  • CPA: $1.32 (81% decrease)
  • Cost per registration completed (account signup): $1.44 (78% decrease)
  • Clickthrough Rate: 4.7% (157% increase)
  • CPMs: $4.91 (24% decrease). 

Facebook’s A.I. is helping people and families get jobs in COVID-affected locations 4x more efficiently. The more we use Facebook’s A.I., through bigger audiences and auto-placements, the more effective our ads become. By leveraging Power5, our campaign performance increase and we were able to scale faster, getting more people job opportunities. The same ads we used without Power5 tactics did not have results as strong as this, all thanks to Facebook’s Power5 and A.I. And it happened at a time more important than ever when struggling people and families needed accessible employment even with so many businesses shutting down in their locations. 

Facebook Marketing Partners for Agencies, particularly our Relationship Manager, helped us achieve success because they emphasized Power5 so much to our agency over the last year, and we’ve seen countless successes with it across dozens of brands. We have been arriving at these conclusions with our own testing as well, but Facebook Marketing Partners for Agencies and especially Grace Pittner helped us identify the exact steps to take to simplify accounts. The [creative thing Wilson got from FB], as well as Grace, gave us great ideas for creative iterations on the winning creatives. Our client is more profitable, thousands of people are getting more jobs that are able to be done during the COVID-19 crisis even in locked down cities, all because of our strategic use of Facebook’s algorithm/A.I.

 

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