CPC's double overnight? (14)
Hey guys,
We launched a campaign on Facebook yesterday that is doing quite well. On day 1, our avg cpc's were $.13. Today, they are nearly $.30...The campaign is still profitable but obviously we would love to get these back down / avoid this problem in the future.
Can someone help explain why this might be happening? Could it just be increased competition or something else? Our CTR's are virtually the same and frequency is still 1. Our demo is about 2mm. We are using oCpm bidding. Any insight would be greatly appreciated 
!
Wait for altleast 3 days.
oCPM = bidding will vary day to day as the actual competition for impressions changes (due to day-parting advertisers mainly) and as the FB system tests/optimises the CPM bids. The audience also changes over time...
You have to leave it running a while to get a realistic average CPM.
Hm yeah makes sense. We basically went from $.13 -> $.30 -> $.65 (today). Do you ever see this number drastically drop back down after a few days?
It depends. Your CPM may have originally been quite low simply due to the system testing it... it could remain higher than you'd like, in which case you could duplicate the campaign and try oCPM with custom oCPM bids/weights or CPC/CPM bid modes.
Yeah, we did that earlier - created news ads linking to the same dark post with a custom oCPM bid and the click costs are still high. Does FB weigh them based on what your previous cpc's were to that specific post?
No, I don't think so - oCPM optimises the CPM bids over time but I don't think it gifts you lower CPMs for higher ad performance - there's no point - FB gets money per impression regardless of how many people click your ad.
If the ads all still have high eCPCs then it's likely that your initially low CPCs were anomalous... You could look back and see what the CPM bids were and then make new ads using a CPM bid close to that (rather than oCPM).
Thanks Zeno, you the man
The whole reason to use oCPM is not to get cheap clicks. Anchor it to a thing that makes you money so you can get something out of FB charging you a high amount per click. Focus on the ROI. Cheap clicks for certain audiences are impossible. 1-3c clicks used to be possible easily in EU and US, now it's harder.
You were encouraged by initial cheap clicks but you need to run the ad for a whole week to determine the true CPC. Time of day, time of week - all these things matter. When you run for a whole week you have your answer.
In short, FB has removed any 'tricks' that have been possible. The placements are so standardised now that it's simply a matter of having a good ad and dealing with the competition by driving up your EPC. This is why oCPM is necessary - to increase our EPC.
The cost per click lately has been insane ..... 2-3.00 on news feed only. Two weeks ago the costs were .40-.60
I can not get a single ad profitable for the first time in a very long time.
Zeno - cloned the campaign and launched 24 hrs later...after a few hours, we were still getting cpc's that were 2-3x higher than our initial campaign 
also, might be a newb question...but does it matter if you crank up the budget at 11pm as opposed to 1am? does the algorithm process things differently after midnight?
The algorithm tries to fulfill your budget for that specific day. 11 PM and two hours later at 1 AM = completely different days.
So yes, upping it at 11 PM is extremely different to upping it at 1 AM. In fact... upping it at 11 PM is about the worst thing you could do.
Originally Posted by jason a
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