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Facebook CPM (7)

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Hi there guys,

in your experience, what are the factors that have the biggest impact (either positively or negatively) on Facebook CPM?

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Images and targeting. Then the FB page you are using.

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Thanks for your reply. Regarding the targeting, I presume that the broader it is the lower the CPM. What about the images and the Page though? In which way are they affecting the CPM?

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It's all about CTR man. More precize targeting (and/or good image, trustworty FB page) - > more clicks - high CTR - low CPC.

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Can see random spikes and falls in CPM, end of month budgets, holidays etc

But stickupkid is right here, CTR is the boss, if you really home in on your ad/creative skills even with floating cpms you're gonna have cheap clicks.

Also FB is bizarre, run the same campaign on same account a few times over, same ads, same lander, same targeting.. should see varying CPMs lol

... and CTR and CVR lol

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If Facebook is showing a total potential audience of 1 million, ofcourse this amount will include less quality too I guess. Campaigns with same settings will be shown to different pools of audiences so there will be a chance of getting potentially less converting people. And ofcourse there is some overlap which might have effect on performance too.

I am fond of duplicating campaigns where I only change images and this mostly works out fine!

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If your cpm is high and your still profiting/breaking even it doesn't matter. A high ctr and low cpm with a net loss is garbage. Look at profits first and if you don't have enough data then let your adsets run a little while longer before killing them. If you can build a lookalike audience from an adset that broke even or even a slight loss depending on how much budget you have your still doing well for yourself. Because your lookalike is going to convert much much better than your cold audience.

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