Computer mediated communication completely changed how we interact with one another. Unlike before when geographical barriers prevented us to converse and exchange ideas in real time, communication through the internet – specifically through social media has allowed us to talk to anyone at any time wherever they may be. It comes as no surprise that since the rise of social media platforms, it has only expanded to cater to more and more audiences and provide more and more services. This is where Facebook’s CPA Bidding comes in.

At the top of the social media food chain, Facebook continues to reign. With over 2.9 billion active users, it remains as an unparalleled platform which people use to interact. As Facebook continues to expand, it entered the e-commerce scene and introduced various advertising features, enticing businesses to use the platform to achieve their marketing goals — one of those features is Facebook’s CPA (Cost per Action) bidding. 

Read: 9 eCommerce Facebook Ads Strategies to Make More Sales – Split Dragon

CPA bidding  

CPA bidding is a marketing strategy that allows Facebook to give users who launch Facebook ad campaigns the power to see how their market strategy converts into leads and sales for them. By setting a target cost per action, businesses can let Facebook’s algorithm automatically bid on ad placements to maximize their desired actions while minimizing costs. However, as with any advertising tool, the effectiveness of Facebook’s CPA feature in driving traffic and sales conversion for your products is subject to several factors.  


How to utilize Facebook’s CPA bidding feature  


Knowing the End Goal 

Outside of CPA bidding, all marketing strategies are only successful if you understand your goals and get to know your target audience. You may have goals that vary from driving traffic and sales conversion, increasing media presence and/or promoting new products – each of these require a different marketing strategy and a different approach on how you’ll use CPA bidding to your advantage. Once you have determined your goal, design compelling ad content that will resonate with the right audience then use CPA bidding. By knowing your end goal, you’ll be able to create ads that can utilize CPA bidding as an effective tool to achieve said goal.    

Quality Ad Content  

Before considering CPA bidding, you have to make sure that you’re creating quality ad content. Facebook’s algorithm factors in several aspects such as relevance, type and engagement. By creating
high-quality content, you’ll be able to have ads that drive traffic organically and couple it with the power of CPA bidding and surely get the attention of your target audience.    

Conversion Tracking 

To maximize the effectiveness of CPA bidding, ensure that you have put in place proper conversion tracking to be able to assess the impact that CPA bidding has on your marketing efforts. Accurate tracking allows you to measure the success of the ad campaigns, identify areas for improvement, and optimize the content of the ad as well as ad targeting and messaging accordingly. 

Quick note: A handy way to do this is to set up Facebook’s pixel to track and attribute conversions accurately!   



No marketing campaign has ever been perfect right at the get go– unless you’re lucky. To successfully drive traffic to your content, don’t rely on luck and set precedents to determine the effectiveness of Facebook’s CPA feature for you. 

Before running a large-scale ad campaign, use CPA bidding for smaller scale marketing efforts first to experiment and try out different approaches (such as trying out different landing pages, ad approaches, targeting options as well as all the other customizable settings on Facebook). By testing first, you’ll be able to gather data and information to use as a basis when you launch your large-scale ad campaign – making sure that your success has got nothing to do with luck, it’s all about how well-prepared you were.    

Simply put, Facebook’s CPA feature definitely remains as an effective tool in driving traffic and sales conversion for your products, provided you consider the factors above. By optimizing your ads and curating it even alongside using CPA bidding, you’ll be combining the best strategies of organic marketing with the best tools of inorganic marketing to create impactful content that will help you reach your business’ goals.  


Want to stay on top of the competition?

Split Dragon offers support with your e-commerce needs using conversion-Focused tools and data-driven solutions. Contact us today to see how we can help you with tailored strategies that will drive your company’s success!

Read Next: How to Attract Customers on Lazada and Shoppee


Split Dragon will be a part of this year’s Philippine SME Business Expo Happening at the SM Mall of Asia Convention Center this May. Visit our booth to see how we can boost your business and help you achieve your goals.


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