It’s no secret that there is a general trend of costs increasing on Facebook Ads. However, in recent months many advertisers have been reporting larger than usual increases and big spikes in CPM.
Remember, no matter what campaign type you are running be that traffic, engagement or conversions…what you are actually paying for is the cost per thousand impressions (CPM).
In this episode I chat with Dan (Head of Client Services) about what we are seeing within the accounts we manage, and how to navigate the challenge of increased CPMs.
We’ve talked about the topic of keeping an eye on costs before, but it’s amazing how far down the pecking order monitoring CPM is for a lot of advertisers. Why is it such an important metric? Without the context of your costs, you will have a huge information gap when you start to analyse your results.
The big challenge here is that if everything else remains the same (conversion rate, AOV etc) but the cost of your advertising doubles, your CPA doubles with it. If you’re not aware of this vital piece of context, you’ll be jumping to conclusions without seeing the full picture.
So what do you do about it? If you are seeing big increases in costs, the good news is that there are quite a few strategies and tactics you can deploy to stabilise costs or at the very least avoid paying way over the odds.
Take a listen to this episode to find out everything you need to know about managing your way through rising CPMs on Facebook this year!
What this episode covers:
- Why is CPM so important to monitor?
- What we are seeing on our accounts
- How to manage your way through increased costs
- Dan’s tip of the week!