CPM too high, help please!

try to change your content and images

You should change the advertising content and images

winycarvalho said:

I've been facing this problem for days. I created campaigns for different products in the same ad account and I've noticed that in all the campaigns, my CPM is simply through the roof.

I've changed the offer, changed the product, changed the ad, but still in all cases the CPM simply doesn't go down.

In all cases I used audiences with more than 20 million people, that is, the audiences are not small.

Currently I decided to test a new product where I am using open placements with an audience of more than 100 million people and this is the CPM I am receiving:

View attachment 320342View attachment 320343

I would like to better understand the causes for this value punishment in the CPM.

Is there any explanation why one account might receive a higher CPM than another?

Click to expand...

It could be for some of the following reasons:

1. Market Dynamics: If the market demand for online advertising is increasing, CPM may rise due to competition among advertisers to purchase ad placements.
2. Demand: Advertiser demand may increase for specific periods, leading to higher CPM. If many advertisers want to display their ads on a specific website, CPM prices may increase.
3. Quality: High CPM could also result from advertisers wanting to place ads on high-quality content websites with a desirable audience, which can increase costs

Please review your target audience for your advertising campaign, perhaps you have set your target too broadly

I found this post because I have the same problem as yours, I've been looking for a solution for months, I've already tested many strategies.

You are indeed right! It's not Public/Creative or anything like that.

it is some kind of FB ADS Tagging.

We can contact you to discuss this.

I live in Brazil.

Often your product has a high bid, and your location taget has too many redundant points of the campaign
Just leave the mobile location and the feet , story table!
Change content and images continuously to create a perfect and most suitable campaign for you
As long as you know how to optimize your campaign, this problem can be easily solved

You can create campaigns with the same content but different settings, you will track the best results and optimize the campaign.

High cpm shows that your product is too popular, many advertisers are competing with you, use other content and media for advertising, it will help reduce the cpm price.

Try change it to low or 3rd tier countries then add your main geo later

I think it comes from your advertising image or video, please check the overlap, video quality, frame rate for example.

target the right audience, broading the audience would not help at the start because facebook does not know who is your target audience let it know first.

A strategy to get around this. And how I start all my campaigns.
I don't know the currency exchange rate and geo specifics for your region, so this will be about the US, and adjust yourself for your region.
I take a small portion of budget, but enough that can be divded out by 20% per adset. (Manual Adsets)
So for me, that's $50 a day, divided out into 5 Adsets at $10 a day. (Assuming B2C and lowish ticket product/service, adjust upwards for B2B or high ticket products)

Then I create 5 completely different message/audience fit combinations with only 1 thing in mind.
Try to stop them from scrolling. - Priority #1 on Social ads. - (This is often done by trying to make your ad not look like an Ad, as we as humans are now programmed to tune out ads... usually).

DO NOT, use dynamic content or any automated adjustments on these ads.

You want to test each message/audience combination side by side to get actionable insights.
I run this test for 5 days. (4 Days for targeting to stabilize and 1 day for good measure).

Normally, this type of test will give you a clear 1 or 2 message/audience combination winner(s).

This becomes your base hypthesis to guiding machine learning AIgos.

Once you have decided on your winner, you use this message/audience as your base, and create 5 variations of it.

Then, I turn on Dynamic Content with my 5 variations, but still keep adsets separate. (I add more budget here to get more data back)
I setup 5 adsets with different things to test such as, audience exapand, lookalikes, placement targeting, geo targeting etc.
But EACH adset has the 5 different variations of our original message/audience combination running on Dynamic Content in the Ad.

Again, run it for 5 days, then evaluate.
I pick a winner here, and that sets my benchmark. 80% of my budget will now go into this Adset, but on a weekly basis, I am using 20% of my budget to test iterations to see if I can beat my benchmark.
If something I test does beat my benchmark, I am always sceptical about changing it out, because usually my benchmark is now dialed in, and likely profitable with a lot of learning.
So I scale into the new iteration icnrementally, to ensure that this new version is as scalable as my benchmark too.
This also gives me new iteration time to establish learnings.
Cut what doesn't work, scale what does work, rince and repeat.

That's it. But there is a logic to all of this. We want to know (With our best probability estimation) that our base message/audience combination is at least as good as we can get it before turning on Machine Learning.
AI, and ML are great, but they still need guidance IMO, despite Ad Platforms push for less and less of this.

Once we establish a base, we use AI and ML to scale and are constantly running the benchmark/iteration process for continous improvement, but ALWAYS skeptical about changes, and only do major changes very slowly.

To answer your question about CPM...

No1 can answer that from the outside looking in. So my recommendation is to have a process to improve it like what I use above.

Hope that helps.

winycarvalho said:

I've been facing this problem for days. I created campaigns for different products in the same ad account and I've noticed that in all the campaigns, my CPM is simply through the roof.

I've changed the offer, changed the product, changed the ad, but still in all cases the CPM simply doesn't go down.

In all cases I used audiences with more than 20 million people, that is, the audiences are not small.

Currently I decided to test a new product where I am using open placements with an audience of more than 100 million people and this is the CPM I am receiving:

View attachment 320342View attachment 320343

I would like to better understand the causes for this value punishment in the CPM.

Is there any explanation why one account might receive a higher CPM than another?

Click to expand...

you should change the content and images and target elsewhere

High cpm shows that your product is too popular, many advertisers are competing with you, use other content and media for advertising, it will help reduce the cpm price.