Voyager Media is a digital-centric media company with a collection of premium brands delivering engaged audiences in over 20 countries. With social traffic a premium commodity in this industry, Voyager Media turned to eBoost Consulting to increase traffic from Facebook across their network of sites.
Testing hundreds of ad creatives to find what resonates with the various audiences
Analyzing performance of various images. Note the ultra high CTRs.
Optimizing toward these high-engagement ads with thousands of shares & comments
How do we drive 100k+ daily visits to Voyager Media’s network of sites at a Cost Per Click (CPC) low enough to produce a net profit each day?
We started by testing hundreds of ad creatives featuring content from the various Voyager Media sites. Each campaign was launched with 10-15 image variations and 4-5 ad copy variations and corresponded to a single article on one of the network sites. In addition to the multitude of ad creatives, we were simultaneously A/B testing placements, ad types, and audience types in order to find pockets of high performance where the Click Through Rate (CTR) was high enough to result in traffic at very low CPCs. When we found a pocket that performed well, we used our scaling algorithms to systematically grow ad spend and decrease CPCs on one campaign while continuing to test new campaigns.
By testing hundreds of new ads on a daily basis, we were able to achieve extremely high Click Through Rates (CTRs) of over 15% on our ads which produced CPCs as low as $0.004 (no that’s not a typo – traffic was less than half a cent per visit) for US desktop traffic. We paired up these ultra-low CPC campaigns with revenue data from the customer and used advance bidding techniques to scale spend on campaigns that were producing the highest Return on Ad Spend (ROAS). By optimizing for both CPC and ROAS, we were able to exceed Voyager’s goals of 100k+ daily visitors from Facebook while producing consistent profitability.
Under $0.02 CPC's
Over $250k Ad Spend
From The Customer
“The eBoost team and process exceeded my expectations. I especially loved how they quickly integrated with our internal ROI reporting and used it daily to optimize for gross profit. I have and will continue to refer and recommend them.”