If you are a CMO or marketer complaining about rising CPMs, you are outing yourself as a bad marketer. Short 🧵
FB and other platform CPMs are set by the marketplace bidding on impressions (what other companies are willing to pay). If your CPA is growing at the same/faster rate as market CPMs, it means your marketing is not improving relative to other marketers.
Consistently and rapidly testing TO find better creative, better LPs, better offers, etc is the only way to improve your yield per impression. And then your CPA should DECREASE even as CPMs INCREASE.
The goal is to be one of the companies bidding higher on CPMs than everyone else because you’re that much better. Be a price maker not taker.
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