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Anyone notice changes in CPM campaigns? (11)

12-05-2011 05:31 AM #1 manutv (Member)
Anyone notice changes in CPM campaigns?

For those of you who have CPM campaigns running on FB....are you guys noticing any changes recently?

My CTRs are way dowwn and bids are down as well...maybe facebook updated something about their interface?

I know CPM ads show up in places where people are less likely to click....but I've been managing to get decent CTRs (0.30%+) for 200k+ demos....but suddenly in the past 30 days I can't seem to find ads that get to even a 0.10% CTR. One more thing I noticed is that the click prices are way down than what it used to be...they'd charge me around 0.25 CPM (US,CA) before, but now its like 0.06 CPM...crazy.

Also the drop in CTRs have in no way balanced out with the drop in click prices...the quality is kinda crappy as well

Before I start another CPC vs CPM war here....my strategy used to be this:

CPM is for finding goodies, CPC is for banking off them. Very cheap tests on CPM → pick the ones showing potential and bid CPC (the CTR, quality and volume is always awesome when I bid CPC...but it would cost a lot to do hundreds of variations if I'm bidding CPC right from the start). Everybody has their own way of doing things and this worked very well for me.

So....how have your CPM campaigns been going in the past 30 days?

12-05-2011 05:39 AM #2 chinachen (Member)

same here. CPM is cheap and CTR is low.

12-05-2011 09:12 AM #3 inversion (Member)

I did a test . . . 6 camps . . . all with the exact same ad . . . tested with low, med, high bid for cpm and cpc.

For cpc . . . the amount of impressions was proportional to the bid, but the CTR was essentially the same.

For cpm . . . the higher the bid, the higher the CTR. But, the cpm CTR was always lower than for cpc. In fact, much lower. So low that the effective cost per click when bidding CPM was 3x higher or more.

12-05-2011 11:46 AM #4 mdreier (Member)

I think it is probably related with facebook showing 6 ads on the side. I am guessing the top 3-4 ads are usually cpc ads and the lower spots filled with cpm/brands.
Showing the extra ads gives them extra CPM inventory with lower ctr's

12-05-2011 02:59 PM #5 manutv (Member)

@inversion - Cool test! I just increased my bids and my CTR has gone up....thanks a lot

12-05-2011 05:21 PM #6 inversion (Member)

In visual form. High/Med/Low is me bidding against suggested bid range.

(Note, the CPC-low only got 10 impressions and no clicks, so that's why CTR is 0%).

Also, the CTR between CPC-Med and CPC-High is most likely statistical noise.



12-05-2011 05:52 PM #7 blackberry (Member)

interesting way to test, what vertical are you doing this with?

12-05-2011 05:54 PM #8 manutv (Member)

Wow you're the man!

My results:

CPM Low → 0.04% CTR

CPM Med/High → 0.20% - 0.40% CTR

Ofcourse this would differ for every campaign depending on the targeting...but I learned new stuff today! Thanks again

12-05-2011 06:19 PM #9 inversion (Member)

Quote Originally Posted by blackberry View Post
interesting way to test, what vertical are you doing this with?
Intl Dating

12-05-2011 08:34 PM #10 lng (Member)

from my personal experience..my ctr is way lower when using cpm vs cpc with the exact same ads.
my guess is my ads were placed better with cpc.

12-05-2011 09:58 PM #11 zeno (Administrator)

6 ads now displayed. CPM low on the pecking order -> low CTR, below the fold on certain resolutions.

FYI Facebook is apparently taking away (or has taken away?) the ability to switch ads and campaigns between CPC/CPM and have a mix of CPC and CPM ads inside one campaign. At least my API platform support indicated this was happening, I don't use the native FB interface so I wouldn't really know what it's status is at the moment.

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