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TikTok CPMs are too high, workaround? (9)

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What's up guys. I haven't posted here in what feels like 10 years!

Anyways, been running a few tests for e-comm on TikTok. I'm seeing CPMs come in extremely high ($19-$30) for USA traffic 18+ or 25+ broad m/f.

Conversion objective is complete payment, and I'm seeing these high CPMs with several different e-comm products with varying price points.

Is anyone else facing this issue? Any idea why it's happening and if there's a workaround?

Thanks in advance.

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How long have you been running? What is audience size?
Using LALs? Is it completely broad? Same thing on a new account? New campaign? New video?

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These ad accounts are fairly new. The agency business center was created in December, and the ad accounts in Jan/Feb)

Audience size is as broad as it gets 121,961,000 - 149,066,000.

No LAL
Completely broad
Optimizing towards complete payment
TikTok only placement (excluding news feed app series and pangle)
Comments off
Video download off
USA 18+ M/F

All videos are brand new content for TikTok, either made in the TikTok app or video editor.
All normal e-comm products, nothing borderline sketchy or anything.

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Are you positive the videos have never been ran before on TT? Even on another account you own?

That is abnormally high CPM's, especially for that audience size.

Do you have an agency rep? I'd make a support ticket directly with them.

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I agree, it doesn't make any sense.

Regarding the videos - yup, I've shot all the footage with my own phone and edited the videos myself.

The ones I make on the TikTok app with my phone get posted to TikTok just for a few minutes until I can rip them with Snaptik, but that's about it.

Most of the videos are made in TT video editor so they never even get on the TT app until I launch.

I did reach out to the agency rep but she's a lower level rep and usually has cookie cutter answers so I'm not expecting much from her.

It's definitely very strange.

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PM me your account ID and ad group ID and I'll ask my rep next time I chat with him mate

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Here ya go, good info for everyone too.

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This is perfect, thanks Scotty! Appreciate you checking with your rep on this and letting me know so quickly. Thanks again!!

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I've had similar happen, and usually with eComm campaigns. The CPM should drop, but don't expect it to do so overnight. My best guess as to what is happening, is that the TikTok algorithm is struggling to find converting traffic, and so it keeps targeting very specific sets of users it thinks might work, but charges you a premium cost to do so. If/when it gets enough conversions to hone in on the right audiences, then it starts to drop down. From my experience those major changes in how the algorithm serves your campaign tends to happen with a lag of 5-7 days.

I honestly wouldn't worry too much about it as long as your numbers dont look too awful, because it's pretty much the only way to make eComm offers work unless you have instant success. Alternately you can pause things and then restart in a week - though that will only help once you have enough good data on the pixel, and you'll probably want to swap creatives as well at that time (even it just minor tweaks).

Also, not sure how long things are running for when you took that screenshot, but don't read too much into the stats in the UI for the first hour or two of something new. The reports update certain things at different times (eg update the cost and then not update the impressions/clicks until15-20 minutes later, which can create some short term inaccuracies).

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