Facebook now forcing all ads to pay CPM?

Hello all! I recently activated an old Facebook ad that I ran with some success last year. I noticed when I logged in to my control panel that there was a charge on the ad so I thought, "cool, some clicks!" but when I dug in I found that Facebook is charging me a CPM rate of $18.00 per 1,000 impressions (!!!!!). Is this now customary for Facebook to do this? I did some searching and I found plenty of people talking about HOW to setup CPM campaigns but nothing that said Facebook is forcing it on people? My ad spend is still optimized for link clicks and I have a manual bid per click set and it even says I'll be charged when a link is clicked. So am I just being screwed or is everyone dealing with this?

Did you use a normal boost with default settings? If you customize the ad in ad manager, you can choose clicks only.

Problem is then unless your bid is highest, FB won't show your ad.

Facebook ads are definitely not delivering as much as previously

bartosimpsonio said:

Did you use a normal boost with default settings? If you customize the ad in ad manager, you can choose clicks only.

Problem is then unless your bid is highest, FB won't show your ad.

Click to expand...

Well I didn't boost a post, I ran an specific Ad that was optimized for link clicks. I have all the metrics set up like I did last year, have my bid per click set, it says I pay when people click, but it also is charging me a CPM on how often the ad shows. This is new to me.... I thought you had to specifically tell facebook to run a CPM campaign for them to do that. So I am paying for both clicks AND CPM.... and the CPM is outrageously high.

I'm curious if they've done this to anyone else.

hippo123 said:

Facebook ads are definitely not delivering as much as previously

Click to expand...

Have your ad costs gone up as well? I noticed the cost per click this year is 10x higher than it was when I was running the same exact ad last year around this time.

wilnadon said:

Well I didn't boost a post, I ran an specific Ad that was optimized for link clicks. I have all the metrics set up like I did last year, have my bid per click set, it says I pay when people click, but it also is charging me a CPM on how often the ad shows. This is new to me.... I thought you had to specifically tell facebook to run a CPM campaign for them to do that. So I am paying for both clicks AND CPM.... and the CPM is outrageously high.

I'm curious if they've done this to anyone else.

Click to expand...

Your cpm is just what it comes out to. So if they charge you $17 per click. And you had to reach 1000 people to get that click. Well the cpm is $17.

Lunaaa said:

Your cpm is just what it comes out to. So if they charge you $17 per click. And you had to reach 1000 people to get that click. Well the cpm is $17.

Click to expand...

I think this is it. The CPM is derived from the click price every 1000 impressions.

Anyway we can never know for sure, since most online advertising networks are a black box.