RPA

RPA, one of the largest independent advertising agencies, has been an Efficient Frontier (EF) client for the last five years. They have successfully been using the EF platform to manage Search Engine Marketing (SEM) on behalf of their clients. Last October, RPA ran a Facebook test on the EF platform and decided to use EF’s Facebook campaign management and optimization tools to manage Facebook ads for their clients. RPA and its clients are very happy with the results delivered by the EF platform. RPA also values the workflow, ease of use, and time savings they have realized by leveraging EF.

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Benefits of Using EF to Manage Facebook Ads
After many successful years managing SEM via the EF platform, RPA was happy to see that Facebook management was just as easy and effective. The key features for managing Facebook ads are auto-splitting of targets, bulk ad creation, managing bulksheets, and granular reporting. The EF platform includes all of these features in an easy to use workflow which gives RPA more time to focus on strategic marketing activities for their clients.  

Cost Per Interaction for Facebook Campaigns is 15% Lower than Search
RPA ran two types of campaigns for a specific client. The first was to drive fans to a Facebook fan page via likes. After EF started optimizing this campaign, the clients’ cost per like (CPL) went down by 12%. Because EF models Facebook ad potential for all segment combinations and automatically executes bids on the best performing segments, RPA saw this 12% CPL decrease.

The second campaign was to drive brand awareness to a landing page outside Facebook. RPA found that this campaign performed better on Facebook than in Search and that the cost per interaction (CPI) goal for this campaign was more cost effective than Search. Specifically the CPI for this campaign was 15% lower than comparable SEM campaigns.

Testimonials
"The Efficient Frontier Platform has enabled us to create more intricate and targeted Facebook cost-per-click campaigns. We have seen promising initial results and are more confident to recommend Facebook tests to our clients." Aimee Munton, Marketing Manager

"The Efficient Frontier Facebook Platform has helped ease the Facebook CPC campaign set-up process, and accelerated the rate at which we can create highly targeted ads for our clients." Nichola Taub, Marketing Manager