You've made some recent audience changes, or suspect it's audience related.
Click here to diagnose. 👈
Click here to diagnose. 👈
Choosing your audience is choosing your CPM. A smaller and carefully crafted audience means FB has a limited pool to fish in and there is little room to optimize for value.
Let's fix!
Let's fix!
For prospecting, try broadening the audience, even into the millions, using Look-a-likes or broad interests.
Even if the segment isn't perfect, FB is good at finding those perfect people, and has some room to find them at a cheaper price.
Even if the segment isn't perfect, FB is good at finding those perfect people, and has some room to find them at a cheaper price.
For middle or bottom-funnel, try opening up the retargeting parameters. Video viewers or ad engagers is a larger segment than link clickers, and this bigger audience will push down your CPM.
Your Facebook rep will also say that you can lower CPM's while maintaining your ROAS using Traffic, Reach, or Video View campaigns.
!⃝ 𝗧𝗵𝗶𝘀 𝗰𝗹𝗮𝗶𝗺 𝗮𝗯𝗼𝘂𝘁 𝗥𝗢𝗔𝗦 𝗶𝘀 𝗱𝗶𝘀𝗽𝘂𝘁𝗲𝗱
!⃝ 𝗧𝗵𝗶𝘀 𝗰𝗹𝗮𝗶𝗺 𝗮𝗯𝗼𝘂𝘁 𝗥𝗢𝗔𝗦 𝗶𝘀 𝗱𝗶𝘀𝗽𝘂𝘁𝗲𝗱
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