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14 hours ago · That could be a sign of ad fatigue, a dreaded ad situation that many advertisers have faced. When the same audience sees your ad multiple times, engagement drops, and Facebook views the ad as less relevant. This causes the platform to charge more to display the ad, increasing your CPM. 2. Low Relevance Score.
- Improve Your Relevance Score
- Adjust Your Audience Targeting
- Retarget Your Website visitors
- Monitor Your Frequency
- Use Thumb-Stopping Creatives
- Add in Some Social Proof
- Include A Call to Action
- A/B Testing Is Your Friend
Since Facebook is all about user experience, it prioritizes “relevant” ads over “less relevant” ones. Therefore, the more “relevant” your ad is to your audience, the less you’re going to pay for it (lower CPM, hooray!), and the more it’ll be shown to Facebook users (higher reach - a nice bonus!). But what does this Relevance Score mean? In the past...
In the world of Facebook advertising, audience targeting is your bread and butter. This is one of the main factors that dictate your CPM. Thus, that’s one of the first things you should optimize if you want to lower your ad costs. The first thing you can do to improve your ad’s Relevance Score is to segment your audience.Tailoring your creativesto ...
Retargeting, AKA remarketing, is one of the most important stages in the marketing funnel. It refers to an audience of people who have already visited your website but still haven’t purchased anything from you. Therefore, they are still not your customers. Showing ads to retargeting audiences, also referred to as “warm” audiences, is a great way to...
In Facebook advertising, the term frequency refers to the average number of times a person in your target audience has seen your ad within a given period. When you narrow down your target audience, you may definitely reach more relevant people, but you might also bombard them with the same ad over and over again. This is especially true for retarge...
Remember we said that the Engagement Rate is one of the most important factors dictating your CPM? So, if you want people to engage with your ad, you need a compelling creative. With the current content overflow on Facebook and the decrease in people’s attention span, you need to come up with something that will make you stand out. And the best ad ...
Let’s say someone who doesn’t know your brand yet sees your Facebook ad. How can they tell if you’re for real? Every advertiser in any kind of business claims to have the best product or service. But many times, reality is different than what you see in advertisements. This makes people suspicious about ads. They want proof that it really works. Th...
Adding a call-to-action (CTA) button to your ad can immensely boost your average CTR, Engagement Rate, and Conversion Rate. This can also reduce your Facebook CPMs. Why is that? Because simple things work better. If you want people to make a purchase, tell them to do so. If you want them to sign up for your service, ask them to. Facebook offers man...
Assumptions are great for a start, but you can’t base your entire advertising strategy on guesswork. So, if you want to know what works, you must do a lot of split tests. The three main elements you should experiment with are: 1. Audience 2. Creative 3. Ad copy Try to change only one thing at a time. Otherwise, it’ll be hard to tell what made the d...
- Target the right audience. “The first step to lower CPMs for Facebook is to have the right niche audience targeted,” Aalap Shah of 108 insists. “You can have an awesome ad, but if it’s not showing up to an equally-as-awesome audience, why do it?”
- Broaden your audience. This may sound odd, but Thrive Advertising’s Robin Rucinsky explains, “the size of the audience generates CPM costs. It’s basic supply and demand—the more narrow and in-demand an audience, the higher the CPM.”
- Create a lookalike audience. This is another way to reduce Facebook Ad CPM. Odeh Ahwal of EcomDimes opines, “my number one simple, yet effective approach for optimizing my CPM for my Facebook ads is the implementation of custom and lookalike audiences!”
- Improve your ad’s relevance score. Several of our expert respondents share this as their top recommendation for lowering ad CPM. Makes sense though. “When you focus on making ads that are relevant and engaging to your target audience, Facebook takes note of that and rewards advertisers by showing the ad to more people for less money—hence, lower CPMs,” as Andrew Schutt of Schutt Media lays out.
- Diversify your campaign strategy. As I have stated above, running multiple campaign types may be a good strategy to combat surface-level costs. However, this all really depends on the results you are seeing and the costs you are experiencing with your current budget and Facebook advertising strategy.
- Broaden your audiences. One of the aspects of Facebook advertising that appeals most to marketers is the ability to refine and target specific segments of users.
- Lower daily budget on the ad set level & introduce more audiences. An alternative strategy to broadening audiences would be to create several of them (as different from each other as possible to avoid overlap) and to spread your total daily budget across them all, as opposed to one or two.
- Enable all placements. Personally, the only Facebook ad placements that I advise clients against advertising on is the Audience Network. However, if your audience is refined or has a higher degree of intent (such as with a remarketing audience) then enabling automatic placements could benefit the surface level metrics of your campaign (at least in the CPM realm).
Jul 16, 2021 · If your Facebook Ad Campaigns run out of budget too quickly, your CPM might be to blame. Here's how you can assess CPM for each ad and improve its performance.
If your ad is running but the costs are too high, there are steps you can take to reduce costs. You can also set a cost control to ensure that your costs do not exceed your cost goals. The first step is to ensure that the ad set has exited the learning phase.
Oct 4, 2022 · CPM in marketing is cost per thousand, also known as cost per thousand impressions or cost per mile. It's a formula that calculates the total ad spend per 1,000 impressions on a web page. How does CPM work? CPM is often used in advertising, marketing campaigns, social media, and digital marketing. It tells you the total ad spend for every 1,000 ...
