Facebook says that images with less than 20% of text perform better. It's also important to make sure any text on your web ads is readable. Steer away from stock photos since they don't feel authentic and can deter people. That's why it's important to have high-resolution images that catch people's attention. The quality of your images matters to viewers. You have bad imagesĪccording to MDG Advertising, 67% of online shoppers rated high-quality images as being “very important” to their purchase decision. You can also consider incorporating a call to action that is more exciting than the average “learn more." 5. In fact, Facebook videos earn the highest engagement of any other type of content on Facebook-with a rate of 6.09% engagement rate for video posts. Be sure to add a catchy headline, an interesting photo, or even a video ad to be noticed. If yours doesn’t stand out from the noise, it will go missed, which will increase your CPM.
There are a lot of ads floating around on the newsfeed of your target audience. You will also want to monitor your ad frequency to ensure you are not showing the ad too often driving up your costs. You’ll also want to pay close attention to the calendar, and your CPM, around Black Friday, Cyber Monday, Valentine’s Day, and days before and after Christmas. Super Bowl themed ads will be everywhere you look, and the competition will drive up prices all around, giving you a high CPM. For example, targeting sports fans? Any audience even somewhat interested in sports will be part of the audience targeted by tons of companies around the Super Bowl Sunday. Remember that certain times of year have more online advertising than others. The time of year you’re running your Facebook ad matters more than you think, and it can be a factor in having a sky-high CPM. You need to make sure the right audience sees the right ad in the right place to eliminate facebook ad fatigue. How and where will this audience engage with my ad.įor example - how people engage with Instagram is very different than how they engage with Facebook. You will also want to think about your ad placement. You should be creating display ads with copy and images that appeal to this persona. A buyer persona is a fictional representation of your ideal client or target audience. This is why it's important to keep in mind your buyer persona. Your audience is the group of people who fit the criteria you choose in ad targeting and who you hope to engage with your ad further (clicks, comments, etc.).Ĭhoose incorrectly, and you’ll be plagued with a low CTR, high CPC, and a high CPM. Getting your ad in front of the right audience can dramatically affect Facebook advertising costs. The lower the relevance score, the higher the CPM. If Facebook thinks your ad relevance is low, the Facebook algorithm won’t show it to your audience. This ad's relevance score is calculated based on expected interactions between your ads and your audience. This is a score Facebook gives your ads individually as a way to aggregate average across all the ads your account is running.
In addition to keeping a watchful eye on your CPM, you should also consider your Facebook Relevance Score (this is found in the Facebook Ads Manager). Got a high CPM? Here are the top six reasons why. If you’ve been keeping an eye on your CPM and are wondering why your Facebook ads have such a high CPM, there are some contributing factors at play, too. These are the results for different ad placements:Ī high CPM score typically tells you that you’re running a weak campaign and there’s room for improvement to boost your ad views.
Then, you’ll multiply that number by 1,000.įor example, say you invested $1,000 on a marketing campaign and get 10,000 impressions, then your CPM is $100.ĪdStage analyzed 800 million ad impressions and calculated the average CPM rates in 2019. To calculate your CPM score you take the total ad spend and divide that by the number of impressions the ad has received.
#Facebook ad cost per impression how to
If you are interested in understanding more about your Facebook Ad Campaign CPM and how to lower the average cost - we have the answers. Most Facebook advertisers are following the iOS 14 updates, and the harsh reality is that Facebook Ads costs have risen.
If your business or organization frequently runs ad campaigns on Facebook, you know all about the CPM.ĬPM stands for cost per thousand impressions, and as you track this important metric, you want it to be as low as it can go in order to ensure good ROI.
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