Why Facebook CPMs are increasing

[samiaseo222]

If you have been running PPC ads on Facebook for some time , you may have noticed that with the arrival of iOS 14, there was also an increase in CPM. The reason is basically in the effort - the option to limit cookies and make it difficult for Facebook to track activities was used by almost 96% of users, so the audience size rapidly decreased .

The reduction in audience size then logically caused an namibia phone number data increase in competition in auctions, which again increases the cost of advertising on Facebook. And to make matters worse, a trend can also be traced where advertising campaigns for potential customers responded to iOS14 in a significantly more volatile way with regard to the type of placement, so that ads with in-feed placement , i.e. those that are usually placed directly in the content of the source, also became more expensive.

Ads with in-feed placements convert at the highest rate and bring in the most qualified leads, but if you target other placements for your conversion-focused campaign and spread out its delivery, you will achieve lower CPM costs while maintaining good ad effectiveness.

Practical tips to reduce CPM
So far, we've heard mostly negative news about rising ad prices. But there's no need to despair. Let's take a look at what you can do to keep your CPMs as low as possible .

Diversify your advertising strategy
Running multiple types of campaigns can be a good solution to reduce your advertising costs. However, you should always consider the results you are achieving and the costs you are spending on advertising. In general, if your ads are working effectively throughout the sales funnel and there is no rapid increase in advertising costs, then continue as usual. However, if you have seen a dramatic increase in costs and are not achieving the goals you have set, then focus on setting up a marketing strategy for the entire sales funnel using different campaign objectives.