In September, we faced challenges with our existing campaign, which struggled to drive website donations. The primary issue stemmed from the limitations of the target audience, which was not effectively reaching potential donors. As a result, campaign performance declined, with disappointing conversion rates that highlighted the need for a fresh strategy.
Don't Forget Them
How Primal responded to these challenges was by implementing a new optimisation strategy. This involved broadening the target audience using Facebook’s Advantage+ Audience feature and introducing high-net-worth location targeting to further refine reach. The objective was to capture a more relevant and engaged audience, with a particular focus on boosting performance in conversion-driven campaigns.
How Primal approached the results was by allowing the campaign time to learn and optimise, despite initial modest performance. Over time, we observed a steady improvement in content visibility and overall performance, particularly within conversion campaigns. The most significant success came from the prospecting campaign, which, after months of underperformance, ultimately outperformed the remarketing campaign in both conversion volume and Cost Per Acquisition (CPA). This confirmed the effectiveness of the new targeting strategy, which we plan to continue using moving forward.
Donation Increase
CPA Decrease
