In Facebook advertising, the cost per lead (CPL) element plays a crucial role in managing your advertising budget.

Econsultancy columnist Rebecca Sentance has published a study on how Wowcher used AI copywriting to reduce Facebook ad CPL by 31%.

Focusing the importance of good copy in advertising, Sentance says, “As the AI tool began to show results, Tomorrow TTH and Wowcher gradually increased the budget and scale of the ads they were running. The AI-optimised ads succeeded in reducing Wowcher’s cost per lead by 31%, and there were other benefits as well: namely, a greatly increased Relevance Score.

On Facebook, Relevance Score is the social network’s means of measuring quality, similar to Quality Score on Google Ads. The higher-quality and more relevant an ad, the higher its Relevance Score, and the more Facebook will boost that ad on its platform. The cost per click (CPC) on that ad will also be lower, generating a much better return”.

How Wowcher used AI copywriting to reduce Facebook ad CPL by 31%

Econsultancy