Meta Ads (Formerly Facebook Ads) has one of the world’s most complicated AI algorithms to manage advertisements on Facebook and Instagram.
Because of the algorithm’s complexity, Meta offers a variety of campaign settings that may confuse advertisers who want to make the most out of their marketing budget.
In this post, we delve into one of the most interesting Meta Ads campaign strategies called “Cost Per Result Goal”
Keep reading this post to find out whether this campaign strategy is good or bad for you and the right time to use this strategy to maximize your campaign performance and grow your business efficiently.
Why Does Cost Per Result Goal Sound So Attractive?
Let’s face the truth.
Every digital marketer and business owner craves that sweet spot where we make the most of the marketing budget.
The Cost Per Result Goal tells us the same thing – Get your results at the cost you wish.
Here's why this campaign strategy is so enticing:
Focus on What Matters: Using the Cost Per Result Goal, you can shift your focus from metrics like clicks to what truly counts – conversions (leads, sales, etc.). You define your desired outcome, and Meta’s algorithm optimizes delivery to achieve it within your budget.
Streamlined Optimization: With this campaign strategy you won’t need to adjust your bids at all. Your bids are automatically adjusted in real-time so you get your conversions at the right cost.
Predictable Results: Imagine knowing exactly how much each conversion will cost. The Cost Per Result Goal helps you achieve your desired results at the exact price you set, giving you greater control over your ad spend.
The Worse Side of Cost Per Result Goal
Even though it may sound like a dream, there’s a catch (isn’t there always?).
Here are some of the potential cons of this campaign strategy to consider:
Limited Flexibility: When you set a specific cost per result goal, you’re asking Meta to spend an exact budget for each conversion. It can restrict the campaign’s ability and potential to find new relevant audiences because it focuses only on audiences that have been converting so far in your campaign.
You Must Be Accurate: If you set a too strict cost per result goal then you may miss out on valuable conversions, and if you overestimate it then you could be spending more than necessary.
Performance Fluctuations: Meta’s algorithm is powerful, but it’s not magic. Factors like competition and changing audiences can make it challenging to consistently achieve your desired Cost Per Result Goal.
Read this post if you are interested in debunking the top marketing myths.
When is the Right Time to Use Cost Per Result Goal?
Established Conversion Funnels: If you have a well-defined conversion funnel and historical data on your conversion costs, the Cost Per Result Goal may be a good option for you. You can set a realistic cost per result goal and let Meta optimize for efficiency.
Limited Budgets: The Cost Per Result Goal helps you maximize conversions within a tight budget. It prioritizes reaching your target cost over maximizing impressions.
Scaling Successful Campaigns: After you’ve identified a winning campaign, you can scale it effectively using the Cost Per Result Goal. Set a target cost based on your historical data and let Meta handle the rest.
To conclude
Is the Cost Per Result Goal a friend or foe? The answer, like most things in digital marketing, is: It depends.
Using it the right way can help you optimize campaigns and achieve your advertising goals. By understanding the pros and cons of this campaign strategy, you can leverage its benefits and improve performance.
After you’ve learned more about how to maximize your leads, it’s time to learn how to generate qualified leads on Meta by reading this post.
