About ad placements on Meta Ads

I’m calling on all the Meta Ads specialists here. When I set up a campaign, I only select “Facebook” and leave the other placements unchecked (Instagram, etc.). Is this considered a good practice?

My CPM on max conv campaigns is around $25 (Tier 1 geo, France, ecom ads), but I know that if I allow all placements, the CPM would be lower. Is it better to leave all placements enabled, except for the Audience Network (since it’s mostly low-quality traffic)?

Also, I’ve been wondering about something. I have a $25 CPM, as I mentioned, and a 1.5% CTR, with a $75 AOV, which gives me a 2.22% break-even CVR just to reach a 1x ROAS. But that CVR seems pretty high to achieve just to break even. Is Meta really that unprofitable? Yet I have a friend who’s doing a 3–5 ROAS at scale in fashion.

For all I know, my $25 CPM might be too high, and that's where the absurd conversion rate comes from, the one I calculated just to break even.

What is your niche? What kind of clients do you target? Depends on whether your offer is suited for ig etc

NaughtyByNature said:

What is your niche? What kind of clients do you target? Depends on whether your offer is suited for ig etc

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- ecom (wifi routers)
- b2c customers, mass market

I usually leave all placements on except audience network algorithm finds cheaper traffic that way

Just test broader placements and compare CPA rather than CPM alone because a $25 CPM isn’t necessarily the problem if your CTR and conversion rate are strong.

FrostNovaX said:

Just test broader placements and compare CPA rather than CPM alone because a $25 CPM isn’t necessarily the problem if your CTR and conversion rate are strong.

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Thanks for your reply. Generally speaking, on Meta, is a 2% CTR considered good? What about 1%? Also, I had a 1.3% CVR, which was just enough for me to break even.

I would not judge the campaign by CPM alone rather check CTR or CPA and actual sales from each placement then move the budget toward the placements bringing better results.

Try all placements and compare CPA and conversion quality because a $25 CPM isn’t necessarily bad if the clicks and conversions are good.

I would test all placements first and compare the actual conversion data because a $25 CPM is not necessarily too high if the traffic converts well just focus on CPA and ROAS rather than CPM alone.

Yes, Placement performance can vary a lot by audience and campaign you can keep them running long enough to get useful data then compare CPA and ROAS before cutting anything.

I would test Facebook and Instagram together and compare CPA and ROAS, you do not judge placements only by CPM and If Audience Network gives cheap clicks but poor conversions then keep it off.