(6) Minimizing the CPM During Black Friday

(6) Minimizing the CPM During Black Friday

1. Why your CPM goes up
2. When does it go up
3. How to reduce the CPM

Why your CPM goes up

1. Everybody increases the budget, but the ad stock (placements and impressions) are the same
   So there are more bidders per unique impression
   
2. Low ad engagement / Negative engagement
   You have an ad running, and after spending 100-500€ it doesn’t have comments, very low CTR, has 1 like and 3 dislikes, and 1 person reported it.
   
3. You are being out-bid
   Your competition is doing manual overbidding,
   Or they make crazy budget increases
   
4. Retrieval saturation
   During BF, billions of new ads are launched
   → weaker retrieval signals
   → your ads get ranked lower unless your creative has high engagement or strong signal quality
   

When do CPMs increase?

November 25th (4 days before BF)

Nov 17th, (12 days before BF)

November 25th (4 days before BF)

How to reduce the CPM

1. High CTR,
   many likes and comments,
   high scroll stop rate, high view-rate
   → Make good ads, as we’ve seen before,
   Follow the 6 elements for hight CTR in page 4: https://docs.google.com/document/d/1cM9w6JFUn-4XtlNcipzljqFmn2V6Z1zCtK2F8PbQ-LU/edit?usp=sharing
   
2. Creative Diversification
   Very high chance to be selected, for different impressions
   
   
3. Manual Overbidding
   

4. Not saying Black Friday on your ads

Perfect Campaign

1. CBO
2. The top 3 spending ads have a high CTR
3. The top 3 spending ads have more than 50 likes and more than 10 comments (replied)
4. Overbidding cost cap or bid cap
5. (Doesn’t mention Black Friday)
6. Offers a discount