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Lower CPAs? Yes, please! Here are five tips to drive down the Cost Per Action of your social and search ad campaigns. 1. Relentlessly focus on your real goal 2. Embrace a ‘cross-channel’ mindset 3. Segment your audiences to better hunt for value 4. Try major creative variations vs. minor creative tweaks 5. Leverage technology, so you can do the value-add work that only humans can do 1.