As of April 2024, Turn It Blue Ads now supports Cost Per Acquisition ("CPA") campaigns for agency partners, allowing you to increase your donor base or build an email list within your usual Turn It Blue Ads experience.
This is an advanced feature that should be utilized by those familiar with running acquisition campaigns. While it can be a great tool for experienced users, it can also be incredibly nuanced for those who are not familiar with the best practices.
To set up an acquisition campaign, build your campaign as you normally would (click here for a step by step guide), but choose "Conversion / Acquisition" in the Goal Optimization section in step 2.
Next, you will be asked to set a CPA Goal and set up your conversion pixel.
Your CPA goal must be at least $5, however you are likely to achieve better results by choosing a CPA goal in line with industry benchmarks. For example, display fundraising campaigns have an average CPA goal of $102 per donation, while programmatic video and CTV are much higher because they often lack the ability to click-through to achieve a conversion. Before you choose your CPA goal, you should do research into what numerical goal would be best for your campaign and your overall objectives.
The Conversion Pixel provides a mechanism for the Turn It Blue Ads system to communicate with your website to measure the success of your conversion. This pixel goes in the header of your landing page where conversions should take place and verified to confirm it is working correctly.
Once you have generated and placed your pixel, your verification will begin, and you will be notified when your pixel placement is confirmed or if there are any issues.
Beyond step two and the additional information above, you can continue creating your campaign just as you normally would set up a Turn It Blue Ads campaign with any other goal optimization, up to and including paying and launching your campaign. If there is an issue with your pixel after you have paid and launched, your campaign will not begin running until your pixel has been corrected and verified.