Facebook Cheapest/Most Expensive Placements for 2022 (17)
Hi all, we have 400 ad accounts running ads on Facebook. Here is the CPM for each placement. It may be helpful when considering which placements to use.
The data you see is from January to March 2022. Most of our ad accounts are running ads for affiliate offers and drop-shipping.
| Placement | Amount Spent | CPM |
| Feed: News Feed | $191,104.38 |
$8.23 |
| Instagram Stories | $10,394.73 |
$2.16 |
| Feed: video feeds | $6,373.77 |
$1.53 |
| In-stream video |
$4,193.43 |
$9.88 |
| Facebook Stories |
$2,629.37 |
$3.97 |
| Native, banner & interstitial | $2,466.53 |
$4.91 |
| Marketplace | $2,368.91 |
$3.66 |
| Instant article | $1,662.18 |
$3.15 |
| Rewarded video | $1,545.26 |
$7.79 |
| Explore | $1,535.21 |
$0.56 |
| Instagram Reels | $1,271.94 |
$0.71 |
Something went wrong with the table on the previous post. Here's a screenshot:
Really appreciate the transparency!
Thanks! Is this an average worldwide? Or do you run specific geos?
It's spread out, but here are the most utilized:
Very nice, thanks for sharing this with us @gabaadm ! It's always nice to see some real life data from someone who actually runs ads at a nice scale, much appreciated 
@gabaadm Thank you so much for sharing your data! I've taken the liberty of fixing the chart in your original post.
As is almost always the case, News Feed is where most of the volume is. But I'm curious: Which format is giving the highest ROI? (If you wouldn't mind disclosing, that is!)
Another question I have: I know several people that used to do dropshipping (including one that used to do 9 figures/year) that have told me it has become very difficult to do these days. Do you have any tips on how to make dropshipping work in the current climate?
Thanks again for sharing!
Amy
Hey guys I appreciate the kind words.
Answering your questions:
Question:
As is almost always the case, News Feed is where most of the volume is. But I'm curious: Which format is giving the highest ROI? (If you wouldn't mind disclosing, that is!)
Answer:
Each ad account is run by a different individual client. Since we don't run the ads the strategies are all mixed but are what you'd expect (sorry, can't comment on specifics due to confidentiality).
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Question:
I know several people that used to do dropshipping (including one that used to do 9 figures/year) that have told me it has become very difficult to do these days. Do you have any tips on how to make dropshipping work in the current climate?
Answer:
I can confirm that. Most of our unbranded dropshippers left due to lack of results. Those who transitioned into a brand still had difficulty but managed to survive, some sold their stores.
At the same time, we had a flood of clients doing affiliate offers and it has become where we see crazy high ROAS around 4 to 5 without reaching max spending velocity. It's been looking so good we wanted to do it ourselves, but we can't become competitors of our clients so we'll leave it for another day.
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PS: If you have requests of data you're curious about, please let me know. If our contracts allow it, we'll share it.
Sorry I missed the tip for new Dropshippers:
1 - Make sure your ads are compliant. You can send it over to your rep for review, if they approve it before hand, they can get the ad account unblocked themselves. They get it unblocked almost instantly, if there are any issues, it can take a few hours. At least is better than getting restricted for weeks (we were restricted for 5 weeks last year).
2 - High margin products. On the good side you'll have less competitors, but make up for potential price increases on FB, go for products with some fat to burn. High ticket items have survived and are now doing really well.
3 - Prioritize fast shipping. In the past, Facebook was scoring businesses through their pages, by tracking shipping times and asking customers. Now, after their last updates, we're still to find out what's new on their tracking systems. All we know is that their AI is blocking people randomly, so that might not be a good sign.
4 - Don't be afraid of becoming a brand. When I was a dropshipper, I wanted to cycle through products faster to find the most profitable. However, now doing support to other marketers, I have learned that becoming a brand gets your growth to solidify. This advice I got from a very successful client who had the same reservations as me.
Maybe it's obvious to some, but that's what I've seen from my point of view.
Originally Posted by gabaadm
Both ecom and leadgen equal split
One more question for you: Of course you're running from your own agency ad account? Would you have tips on how to get affiliate campaigns approved?
2 - High margin products. On the good side you'll have less competitors, but make up for potential price increases on FB, go for products with some fat to burn. High ticket items have survived and are now doing really well.
3 - Prioritize fast shipping. In the past, Facebook was scoring businesses through their pages, by tracking shipping times and asking customers. Now, after their last updates, we're still to find out what's new on their tracking systems. All we know is that their AI is blocking people randomly, so that might not be a good sign.
4 - Don't be afraid of becoming a brand. When I was a dropshipper, I wanted to cycle through products faster to find the most profitable. However, now doing support to other marketers, I have learned that becoming a brand gets your growth to solidify. This advice I got from a very successful client who had the same reservations as me.
Maybe it's obvious to some, but that's what I've seen from my point of view.
Thank you so much for taking the time to share all this insight! They can save ecom'ers a lot of headache and heartache.
Amy
Answering your question:
Of course you're running from your own agency ad account? Would you have tips on how to get affiliate campaigns approved?
Answer:
Correct. We have agency ad accounts that we rent out for people who were blocked. Also, we pre approve the content with FB first, so nothing runs without compliance.
If you want to refrain from getting blocked, here are some tips:
- Don't direct target your customer on your copy. Like saying the word "YOU".
- Avoid any references to segregated populations, such as fatties or baldies lol.
- Watch out for misleading claims and exaggeration. Like saying "Get your hair back within weeks!".
- Avoid timeframes. Example: "Lose 15 pounds in 2 weeks."
This info we get from the always updating FB policies on the following links:
- https://www.facebook.com/policies/ads/
- https://transparency.fb.com/policies...ity-standards/
- https://www.facebook.com/communityst...s/introduction
Very nice useful information you shared mate. could you please give us tips that do you run Direct link on FB or you have landing pages for ecom and lead gen offers or adv offer page you are using?
Originally Posted by gabaadm
If you're looking for more affiliates to rent accounts to, please feel free to put that information in your forum signature. There are already a couple of members renting out agency accounts on STM, but some competition can't hurt if you're providing a valuable service!
Amy
Sent from my iPhone using STM Forums
Great, thanks for sharing this really, it will be extremely helpful for making the right decision for choosing the adequate placement on Facebook, although it also clearly depends on the type of industries and offers that are being advertised, as not all solution works the same for all niches, this can still be a valuable starting point. For affiliate products and dropshipping, like you mentioned, it seems like reels and explores feeds on Instagram can be interesting, these are something new here, new formats and a pretty new way of getting recommendations, so it worth trying to invest something here as CPM isn't that pricey.
You're completely right. We can't really take the overall results of a specific niche and expect the same patterns. But we can get a starting point no doubt.
From what we can share, some people found ROAS in India, above 10. Same kitchen products you'd see in past drop shipping trends. Could be worth the experiment.
I think it might be a little harder to send or receive money from India, so that might be the biggest challenge. The ROAS makes sense if there is not that much competition while the lowest CPM's and overall costs you can find.
Sometimes we run into those outlier behaviors and it gives us a different perspective. However, we can never become competitors contractually, so I'd rather share the info if it might be useful to someone.
Also, in the last update, Facebook now is allowing those who couldn't create ad accounts to be able to again. So it's a step in the right direction. Also, they're not making it a big deal to increase the daily caps on the ad accounts. Another positive.
Once they update it again, I'll keep you guys posted. But this last one seemed like a break from their torture.
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