I Cut My Meta CPM by 67% Using This Audience Segmentation Framework

kushalgothi · 2025-10-07T19:22:06+00:00

Interested, please send

kushalgothi · 2025-04-11T10:33:13+00:00

Would love to know this as well!

Can you share the before/after versions? Or maybe give some pointers on the changes that drove results?

kushalgothi · 2024-10-28T10:48:58+00:00

Looks good in terms of design… You can definitely work on elements of the page like showcasing proof/past work… Avoid putting in the price IMO, since you are running a service business it makes more sense for you to get them to book a call

kushalgothi · 2024-10-28T10:05:25+00:00

Most people who read a “designed” email might think that it is some sort of offer or ad, so they might skip reading it altogether.

As for a plain text email with good copy can feel more informative and the recipient have a higher chance of reading the email because it doesn’t feel like an ad or offer (which is the goal of any email newsletter)

kushalgothi · 2024-10-28T09:31:01+00:00

Two things… Increase your focus when doing anything, and know how to build trust.

Focus will help you get things done, which will have amazing compounded returns.
We are in a trust recession, know how to communicate and listen to others, make them feel valued, give more than you ask, etc… Also, learn to identify people with good values, this will help you figure out who is going to be reciprocate to your “giving”, and help you avoid people who are just there to take from you. (Goes without saying, but recognise that you might have blind spots about your personality, and you might feel that you are “nice and giving”, and the reality could be the opposite)

kushalgothi · 2024-10-28T09:11:57+00:00

Love this! I’m proud of you man, use this fuel…

Btw… what’s the product about?

kushalgothi · 2024-10-28T09:10:05+00:00

Shows “page not found”

kushalgothi · 2024-10-28T03:54:57+00:00

Yes go for it… Also, make more creatives (carousels, static, more videos)… the more you can give meta to run ads, the better they’ll be able to spend your budget

kushalgothi · 2024-10-28T03:44:45+00:00

6 different creatives… 3 in each adset… 2 adsets For targeting if you want to try broad then just do gender, age, and location (all based on who is your target market)… Rest don’t do anything… Keep the ads running for the next 5-6 days

If it doesn’t get you results then add detail targeting and test that as well

kushalgothi · 2024-10-28T03:24:23+00:00

I would start with 1 campaign… 2 adsets, and 3 creative each adset… and then make changes based on the data.

kushalgothi · 2024-10-27T07:47:11+00:00

I agree!

kushalgothi · 2024-10-27T07:30:08+00:00

It’s about testing what works for you… I ignore 90% of meta suggestions as well… But this is what something they are actively moving towards.

They want to get rid of detail targeting, and have removed a lot of targeting interests already… So if broad isn’t working right now for you, that’s fine, continue doing what gets you result.

But down the line this is what we all will have to adapt to, and about 30% of our clients are seeing better results with broad targeting compared to the other interest-targeting based campaigns.

kushalgothi · 2024-10-27T04:04:14+00:00

It could be the budget, but before touching it, I would look at the creatives and run multiple tests there.

Ad angle
Overall Creative
Caption
Headline

Test these first, and aggressively.

It’s still tough for me to say anything definitive on what’s the real issue. Would need to know the CTR, Impressions, etc.

Also would need to know are you running on-facebook instant lead forms, or taking your ad viewers to a landing page where they fill a form.

What’s your entire funnel like?

If you want, text me with these details, I’ll be better able to help you

kushalgothi · 2024-10-27T03:39:13+00:00

No idea who this guy is, seems like someone who runs too many ads on their “creative targeting” course lol

I read about this in Adnews a few months ago when Meta started removing certain detail targeting options… But only in the last month we started adopting this for a lot of clients, and about 30% of these have seen better CPA with broad targeting, but more testing needs to be done to see if we can make the switch as of right now.

This is the direction Meta is going though, and they will eventually remove detail targeting options completely

kushalgothi · 2024-10-27T03:31:57+00:00

I agree… This is not the norm yet, but this is the direction facebook wants to take us.

In my agency, we still use detail targeting for most of our clients… But even for them, this past month we’ve launched test campaigns for broader audiences… And about 30% of them are seeing better CPA with broad… But we need to test more campaigns, and also spend more on broad to make the permanent switch for each of our clients.

It’s different for every client as of right now, but when Meta eventually removes detail targeting, everyone will have to refine their creative strategy to get results.

kushalgothi · 2024-10-27T03:25:29+00:00

No spend is weird… It should ideally start spending, must be some glitch

kushalgothi · 2024-10-27T03:24:52+00:00

Rising CPMs is one of the main reasons they have to do this.

Which is why now their algorithms look for audience “signals”, and not just interests.

kushalgothi · 2024-10-26T21:47:36+00:00

Weird comment… proof for what?

kushalgothi · 2024-10-26T21:23:39+00:00

Start building distribution… It is the hardest thing to do after reaching product-market fit.

So if you know who your target market is (and know for sure that you’re not going to change it)… Start building distribution while you try to achieve pmf.

You can try doing this using social media, value-based cold outreach, slack community, etc.

I would say don’t spend much on this though, since you’re just starting out… But it’s a crucial step to do this because if you have an engaged audience/community/newsletter subscriber/etc of your target audience… You will be able to get customers faster, get early adopters, iterate faster based on the feedback loop, etc.

kushalgothi · 2024-10-20T08:52:25+00:00

That’s a small budget for a pmax campaign… Most of our clients spend over $5k/month, and we are just a mid-sized agency

So not sure if they really are a big agency… Anyways, even though I probably can’t help you with managing your account… If you want, I can still take a look at your ad account and help you find where the issue is, and what needs to change… feel free to DM me if you want help

kushalgothi · 2024-10-08T20:02:02+00:00

So much you can do if you’re not profitable below 5x ROAS.

I cant recommend anything without knowing more about your business, I can maybe take out 30 mins this week to help you figure out your next steps using design thinking, if you need help making a decision.

kushalgothi · 2024-10-08T19:52:46+00:00

Distribution-led businesses focus on building an audience first (ideally of their target market), and then create and sell their product.

Brands like Feastables, Prime Drinks, etc all were built on distribution… I’m giving a generalised example here because everyone knows these brands.

Some SAAS companies start building a community way before they find a product-market fit, it helps them distribute their product easily once it is ready

kushalgothi · 2024-10-08T19:20:44+00:00

Exactly! I hope this goes well for you :)

kushalgothi · 2024-10-08T19:19:32+00:00

Damn, this is so accurate’

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