Case study focusing on CPA effectiveness of Facebook and display formats, analyzing segments FMCG and finance (by Performics - Czech Republic)

1. Cost per conversion (CPA) as an ultimate goal
Performics - Czech Republic - Case study
Looking for a low price per conversion? Bet on Facebook!

2. Dead if not on Facebook?
• We all know statements such as „You need Facebook,
because…“ or even „Your brand will not survive without
Facebook…“ Is this all truth and based on any real
numbers?
• Looking more closely at the results of our online
campaigns, especially from FMCG and financial
segments, we dare to say that you can count on that.
• We selected display campaigns including video formats,
performance display and standard display formats – All
with one clear GOAL: CONVERSIONS
2

3. Well, we have got some amazing results …. !
CPA FMCG campaign
CPA FMCG Facebook
CPA Financial campaign
CPA Financial Facebook
CPA
FMCG cam. FMCG FB Financ cam. Financ FB
0
0,2
0,4
0,6
0,8
1
1,2
1,4
1,6
1,8
2
CVR
3
Source: Performics data - Average values of FMCG and financial clients campaigns Q4/13-Q1/14
Cost per conversion (CPA)
CPA=price/conversions
Conversion Rate (CVR)
CVR=conversions/clicks bring users to website5xlower
CPA
2xhigher
CVR

4. Combination of FB and Display formats = best results
2xhigher
CVR
5xlower
CPA
4
• A big potential of Facebook
advertising for different
types of clients
• Combination of FB and
Display formats provides the
best results. Besides that,
Display brings us the data
and possibilities for
remarketing on Facebook.
• As far as FB is missing in your
mix of digital media, you are
loosing a cost-effective
source of conversions
Source: Performics data - Average values of FMCG and financial clients campaigns Q4/13-Q1/14

5. 5
It is time to think again about the digital split of your advertising investments!
Pay less … …. Get more

6. Connect with us
performics.com
facebook.com/performics
@performics
Olga Szélesová
Social Media Supervisor
Performics - Czech Republic
+420 733 343 910
olga.szelesova@performics.com