Since Facebook is all about user experience, it prioritizes the businesses that provide the best service. Many people don’t know this, but the Facebook Customer Feedback Score is one of the main factors dictating your CPM. Also, in times of strong competition, like before Black Friday or the presidential elections in the US, CPMs go up.Ĭustomer experience, however, is something that you have much more control over. Supply and demand relate mainly to your industry, your target audience, and the placements you’re targeting. Two main factors determine your Facebook ads CPM: How should you allocate your budget wisely between acquisition, retargeting, and retention? Our FREE Facebook Ad Cost Calculator will give you all the answers you need to optimize your ad spend! What dictates your Facebook CPM? How much will it cost you to reach your sales and revenue goals? Wherever your CPM may be and whatever industry you’re in, you can always get a lower CPM on Facebook. But if you’re way above, you need to make some improvements to your advertising strategy. If you’re well below, you’re doing an excellent job. To know whether your Facebook ad CPM is too high, check how far it is from the benchmarks. Here is what the Facebook CPM benchmark looks like along the year, based on anonymous data from thousands of ad accounts: The benchmark for IT is totally different from the one for Food & Beverage, for instance. Now, keep in mind that the Facebook CPM benchmark may differ in different times of the year and also between industries. To answer this question, you must compare your CPM to the benchmarks. Are you paying a high CPM on Facebook ads? I’ll address them in a minute and tell you how to use them to lower your CPM. Your target audience, your ad budget, your bidding method, and your campaign objective are just some of them. Many elements dictate the amount you’re going to spend to get impressions. And voilà! There’s your CPM.įor example, if you’re spending $45 on a certain Facebook ad campaign and you got 3,000 so far, your current CPM is $15.
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