Wild Fi unlocks effective bottom-of-funnel audience optimization to lower CPA 46%
Challenge
Wild Fi, a performance media agency, is constantly focused on helping their clients achieve better results. Working with a leading financial services company in Latin America, Wild Fi wanted to re-evaluate how it was optimizing toward bottom-of-the-funnel conversions. The goal for Wild Fi was to deliver qualified leads in the most cost-efficient way using the client’s True North data.
Solution
To run this initiative, Wild Fi used the Skai platform to run Meta campaigns. Skai’s comprehensive suite of tools helped the agency create, optimize, and analyze campaigns while providing a distinct advantage: API-only solutions for reaching new audiences without sacrificing efficiency.
WildFi used Skai’s Conversion Lookalike Audiences, a unique API-only capability that allows advertisers to build lookalike audiences based on actual campaign conversions and handpick specific top-performing ad(s) or ad set(s) – a capability that goes beyondMeta’s native capabilities. Moreover, Wild Fi worked with Skai’s client success team to use an FTP connection to import the true conversion conversion data from their in-house systems, taking advantage of Skai’s flexible data infrastructure to ensure they were able to optimize to the most impactful outcomes.
With Skai’s Conversion Lookalike Audiences, Wild Fi was able to:
- Target users more effectively, reaching those who were most likely to convert at the optimal time in the funnel.
- Optimize multiple campaigns toward shared business goals using client-specific KPIs, achieving a unified strategy across campaigns.
- Utilize a custom offline metric, such as “open an account,” to align targeting with the client’s true objectives.
Results
The agency also saved time pulling actionable audience insights to inform campaign optimization. As a result of both the operational and media efficiencies due to using Skai, the agency drove an overall increase in conversion volume for the financial services client. The custom audience in Skai represented 66% of the bottom-of-funnel conversions and 46% Lower CPA compared to other audiences.
“Optimizing to conversions that take place offline or require human approvals used to mean we had to optimize our Meta campaigns to outcomes other than what we really wanted. With Skai’s Conversion Lookalike audiences, we were able to target and convert to better outcomes that made our media much more efficient.”
Eloísa Molina
Sr. Media Manager
About WildFi
Born in Montevideo, Uruguay, Wild Fi combines expert storytellers with an understanding of social and media plus superlative strategic skills. Learn more at www.wildfi.com.
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