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Workshops · BFCM 2024 · English · Day 2 - Workshop

(5) CPM: 10 strategies to minimize this metric

(5) CPM: 10 strategies to minimize this metric

  • By how much does the CPM increase during Black Friday?
  • External factors affecting your CPM
  • Internal factors affecting your CPM
  • How to minimize CPMs during Black Friday

By how much does the CPM increase during Black Friday?

Depends on the ad account,

But approximately, it doubles (2x)

  • If I did nothing, would it have tripled (3x)?
  • The increase in CTR and CVR from Black Friday, compensate for the increase in CPM?

As basics, CPM depends on

  1. Supply and Demand
    How many users
    How many advertisers
    Amount of budget
  2. User Experience relative to the advertiser

External factors affecting your CPM

  • Level of competition in the country you run ads
  • Moment of the year, seasonality

  • Competition in ad creatives
  • Competition in bidding


Internal factors affecting your CPM

  • Meta’s perception of you as a client
    → Historical ad account info
    → Payment issues
    → Reaching ad spend limit and not renewing it in 3 days
  • Meta’s perception of you as an advertiser
    → Amount of rejected ads
    → FB Fanpage: engagement and reviews
    → IG page: engagement and activity

Below it says:

Maintaining a Page's ability to advertise

The following list includes some things that can affect a Page's ability to advertise. Learn more about other potential advertising restrictions in our Business Help Centre.

  • Ad rejections
  • Attempts to evade or deceive Facebook enforcement
  • Deceptive or inauthentic behavior
  • Suspicious or violating behavior between associated accounts
  • A Page with a low feedback score may experience advertising restrictions and ads that may reach fewer people for the same budget
  • A Page with a feedback score between 0 and 1 may not be allowed to advertise

Mandatory actions → Look for previous rejected ads in your ad account and correct them (Relaunch at €1 for 24h)


How to find your rejected ads

  • Same as before but instead of going into “Pages” go to “Ad Accounts”

How the ad creative affects the CPM

  1. Meta delivers the ad (Sample Audience),
  2. then the user behaves in a certain way (feedback)
  3. and then Meta categorizes your ad as good or bad

Also, if Meta can see that you achieve your goal (purchases), then that means people like what you’re selling and how you sell it,

So it will push your ad.

Also, if Meta detects engagement in your ad (views, likes, comments, reading the copy, …), then that means the ad must be good and users like it, it’s relevant for them,


So it will push your ad.

On the other side, you can of course control the CPM by not making big claims and bold promises.

----

We used to have the “relevance score”,

Now we have

Frequency Limit (Frequency Cap, Frequency Target)

If my prospecting is doing a lot of retargeting, I have a frequency of 2, it will raise the CPM considerably.

  • Exclude clients and 7 day retargeting from prospecting
  • Check the frequency caps and targets

Obviously please, use 9:16 creatives for stories

A square image in stories worsens the user experience and for sure Meta will penalize you.

Pay close attention to REELS → We saw that the CPMs were lower.

How the Media Buying affects the CPM

  • Make it difficult for the machine = High CPMs
  • Make it easy for the machine = Low CPMs

  • 1 ad per ad set = Difficult for the algorithm, you’re forcing 1 ad, 1 angle, 1 format to be delivered to everybody, but not everybody will enjoy it
  • Also, maybe in the afternoon there’s not enough people who love image ads available, so they have to show your images to people who only like videos
  • 1ad per ad set, only on Stories
  • 1ad per ad set, only on Stories, with interest targeting
  • 1ad per ad set, only on Stories, with interest targeting and an ad creative that’s only relevant for a selected small group of people (pregnant women who practice yoga)


  • Auto placements, 5 ads per ad set, different ad formats, different messages and angles
    “Oh, this guy is making it so easy for me because everybody is his target audience with the right combination of assets”.

  • Diversify !!

ABO, CBO, Advantage+
Cost Cap, Bid Cap, Max Value

We need to reach audiences that are less competed
And reach those audiences more aggressively

CPM

  • Advantage with Reels?

Manel → Highest performing tik tok organic videos with a product-focus content
KEVIN WORKSHOP TIK TOK → What Videos to use on REELS?

Synced from Manel’s Google Drive · images and tables are shown as in the original doc
(5) CPM: 10 strategies to minimize this metric · MSA Members