Practitioner pattern · Hannah Parvaz (Founder of Aperture, a growth agency selling the paid acquisition, experimentation and product growth work discussed)
Boost your Instagram and TikTok posts for $1-2 CPMs next to your conversion ads
Awareness CPMs $1-2 vs $7-12 for direct response; overall costs come down
Workedpaid-socialorganic-social
What they did
Spend a small amount on engagement campaigns boosting organic Instagram, Facebook and TikTok posts ($1-2 CPM) to reach the same kind of people who also see direct response ads ($7-12 CPM), so they see the brand several times. Evaluate awareness and direct response spend together and watch overall blended costs.
What happened
Guest says grouped awareness + direct response spend brings overall costs down; no before/after numbers.
In their words
Sub Club by RevenueCat · App Optimization Through Experimentation — Hannah Parvaz, Aperture“So we look at boosting some of the Instagram posts, boosting some of the TikTok posts. And the reason that we do this is because we are getting such cheap CPMs, cost per impressions, for these.”
“We're grouping our awareness and our direct response spend and looking at how our overall costs from that perspective have come down.”
Related topics
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