Facebook Ads: Why my CPM is too high in cheap countries (over 5$ in India)?

Hi, I am new to Facebook ads, so I decided to make some tests in cheap countries like India, Indonesia e.t.c.

First, I tried to set campaign for a clicks. And there wasn't anything special with results. They were achieved as expected.
CTR for link clinks was 1,58%
CPM 0,5$
CPC 0,03$ (quite bad)

p.s. 1p = 0,015$, 30p= 0,5$

Second, I tried campaign optimised for engagement. I've created exactly the same link-post on fb leading to post on my blog and set exactly the same audience. But results were quite strange
CTR for engagement was about 30%
CPM 5$ (to high for those countries)
Cost per engagement was 0,015$

p.s. 300p = 5$
What is the reason of that CPM in the second case was 10 times higher than in the firs case?
Does campaign goals affect CPM that much (I thought, CPM should remain constant in campaign)?
And why CTR in the second case is too high (30%), while link clicks were to low (1% CTR link clicks)

 

Hey. Very Good Questions.

What I believe is that Facebook is continuously farming the data based on the user's activity.

1. If you are targeting for Clicks, they would show ads to the audiences which are more often to click those links. But, If you are targeting for Engagements, they would show the ads to those which are more often to Like, Share, Comment, Watch Video or so. Click on Link is a kind of engagement but it's not the only engagement. The other engagements I've mentioned is also a kind of engagement.

So your overall CTR is high because in the first case, your CTR was low because the action was Click on Link.

But in the second case, your CTR is High because the action is engagements (likes, shares, comments, click on link, watch video etc).

2. Yes, Your options selections makes changes in the audiences you get.

 

Facebook ads requires very fine tweaking or they'll set every parameter to maximum cost.

Don't boost posts or buy default settings ads. You gotta tweak everything at that ads manager screen to optimize CPM.

 

Thanks for reply.
From what I've learned, I am thinking about changing ad platform, cause Facebook ads are good when you have something to tweak. But in my case, my product is very general and it is very hard to target it well. Potentially I can sell it to everybody, but it also means that no-one is interested in it at the moment.

So, I will search for something that provides less targeted traffic, but at cheaper price. If you know a good provider, please pm me.

 

Add me over Skype, Let's discuss.

Skype: adidamhere (without live).

 

You may also ask yourself how many people also target exactly what you target. Sometimes all it takes for the click to be expensive is just one other person ready to pay a lot for that same click.

 

As I have observed the Facebook ads are delivered as per the cookies saved in user's browser. If your ad keywords or description is related to the users cookies then the chances of clicks are more and lower the CPC. Same goes for cpm ads. Also if the ad is very new and the relevance score is less than 7 then it increases your cpm or CPC cost. Let the ad run for a day and increase the image relevance score to 8/10 and then you will get better results.
I am using fb ads in India for 2 years now and this is what my general observation is. Hope this will help you

 

Thanks, very interesting. I have no idea why, but my relevance score was miserable.

 

No worries.. Let the ads age for a few days and make sure your images are catchy so that users responds to them as soon as they see. More the clicks you get by seeing the add title, description, and image.. Lower will be the cpm and CPC.