Home > Questions and Answers > Traffic Source Questions

High cpm on facebook (7)

04-10-2021 03:44 PM #1 gyrotron (Member)
High cpm on facebook

Hi Forum mates. I hope you all are doing well.

My today's question is about Facebook's cpm. It seems like there is no way to control cpm and its just your luck to get good cpm. Can someone please guide me if there is anyway to get good cpm.

My targeting
Geo: USA
Age: 65+
Gender: All
Platforms: All

There is nothing else that I am using.

Thanks

04-10-2021 05:29 PM #2 iwanttofly (Veteran Member)

Define high, that is a very nebulous term. What is your CPM and what were you expecting?

That said, that is a premium audience to begin with. It is limited in size and is very much in demand by advertisers as there are numerous products and services targeted specifically at seniors in the US.

Beyond that, factors that can influence CPM include:
1. Campaign objective. Conversion ads will generally cost more than traffic or reach. Purchase will generally cost more than add to cart or initiate checkout.
2. Audience mismatch. The more value your audience sees in the creative and offer, the better your CPM will be versus a similar campaign with a lower value creative or offer.
3. Quality of creative. Beyond does the creative match the audience, does the audience respond well to the creative. Creatives the audience likes more will get a better CPM. Also, avoid clickbait. Facebook is pretty good at recognizing it now and will punish you with lower reach and/or higher CPM.

Even things like account quality, speed of lander, etc. will all have an impact. And I'm sure there is more others can add.

04-10-2021 06:10 PM #3 gyrotron (Member)

Quote Originally Posted by iwanttofly View Post
Define high, that is a very nebulous term. What is your CPM and what were you expecting?

That said, that is a premium audience to begin with. It is limited in size and is very much in demand by advertisers as there are numerous products and services targeted specifically at seniors in the US.


Beyond that, factors that can influence CPM include:
1. Campaign objective. Conversion ads will generally cost more than traffic or reach. Purchase will generally cost more than add to cart or initiate checkout.
2. Audience mismatch. The more value your audience sees in the creative and offer, the better your CPM will be versus a similar campaign with a lower value creative or offer.
3. Quality of creative. Beyond does the creative match the audience, does the audience respond well to the creative. Creatives the audience likes more will get a better CPM. Also, avoid clickbait. Facebook is pretty good at recognizing it now and will punish you with lower reach and/or higher CPM.

Even things like account quality, speed of lander, etc. will all have an impact. And I'm sure there is more others can add.
Thanks for useful information. So to put some more light on my question, I started a conversion ad. A similar campaign gets a cpm of 20-25 USD while I started a new one with different creatives is getting cpm of 100-140 USD. While the CTR on new campaign is much better than the old one so I am confused why CPM got so high.

04-11-2021 04:30 PM #4 iwanttofly (Veteran Member)

Quote Originally Posted by gyrotron View Post
Thanks for useful information. So to put some more light on my question, I started a conversion ad. A similar campaign gets a cpm of 20-25 USD while I started a new one with different creatives is getting cpm of 100-140 USD. While the CTR on new campaign is much better than the old one so I am confused why CPM got so high.
I'll admit, that is quite the jump and a fairly high CPM.

Similar, was the conversion objective the same? Lead/purchase/whatever? If not, that will account for a lot of the difference. Also, are you sure the targeting is the same? Are you retargeting, look alike, or did you change anything about the targeting at all?

Finally, it is quite possible Facebook or the audience REALLY don't like the new creatives. Have you tried duplicating it and seeing what the results are? Assuming the targeting and conversion objective really are the same, I'd probably stop running and even delete the new creative. Either it really is that bad, or Facebook may be forming a negative view of your account that could lead to issues in the near future.

FYI, anything that still exists can be held against you. A campaign that is off can still be rejected. I delete anything after I'm sure I'm done with it. While Facebook never forgets, it doesn't seem to hold deleted campaigns, ads and creatives against you like it does ones that are active or off. Nothing worse than getting your account disabled, having a chance to get it back, but then suddenly lots and lots of rejected ads. You're basically toast at that point.

04-11-2021 08:29 PM #5 matuloo (Legendary Moderator)

A similar campaign gets a cpm of 20-25 USD
How much similar is it? Same targeting, same audience, same product, same sales funnel and just different ADs? Or were there more differences?

05-19-2021 02:39 PM #6 induze (Member)

We had the same problem, we consulted with so many people and nothing helped. So we decided to stop running FB campaigns and focus on other traffic... But if you will find a way to solve this I would love to hear it!

05-19-2021 08:45 PM #7 carsfast (Member)

Quote Originally Posted by iwanttofly View Post
Define high, that is a very nebulous term. What is your CPM and what were you expecting?

That said, that is a premium audience to begin with. It is limited in size and is very much in demand by advertisers as there are numerous products and services targeted specifically at seniors in the US.

Beyond that, factors that can influence CPM include:
1. Campaign objective. Conversion ads will generally cost more than traffic or reach. Purchase will generally cost more than add to cart or initiate checkout.
2. Audience mismatch. The more value your audience sees in the creative and offer, the better your CPM will be versus a similar campaign with a lower value creative or offer.
3. Quality of creative. Beyond does the creative match the audience, does the audience respond well to the creative. Creatives the audience likes more will get a better CPM. Also, avoid clickbait. Facebook is pretty good at recognizing it now and will punish you with lower reach and/or higher CPM.

Even things like account quality, speed of lander, etc. will all have an impact. And I'm sure there is more others can add.
Great advice here. I've noticed there are some things that sometimes work as well.

-> Try at first running from a different PAGE.
-> Second, try running from a different ad account (different pixel as well)

Sometimes Facebook just hates you as well. We had ads throughout April that were in the $80 CPM range internally, so we shut them off for a couple of weeks. Then we turned them back on more recently and they were in the mid $20's. Same ads, same everything. Usually when things get unmanageable on certain platforms... (primarily Facebook) we turn to other channels for a bit before testing again.

Home > Questions and Answers > Traffic Source Questions