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Really high CPM – Even with broad targeting
Posted by on April 8, 2021 at 6:49 pmHi,
I’m seeing really high CPMs on one ad account – even with broad targeting (i.e. 35+, 35+ IOS, etc). CPM $60-90. It’s a white hat (SAAS) product, not drop shipping or ecom. When targeting Purchase, while if I do Initiate Checkout or other pixel events for optimization, CPM drops, but so does CR.
I think it’s strange, because I have ecom accounts running with CPM of ~ $20 for similar targeting.
I’ve even tested to change the ad account and pixel.
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1 Reply
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I’m seeing increasing CPMs across most Facebook ad accounts I manage.
The US government just printed a bunch of money and injected it into the economy. Everything is about to get more expensive – including Facebook ads.
That being said, I have a few questions:
1. $90 CPM is very high – what’s the baseline CPM for that account?
2. Have you launched brand new ads with zero engagement on them?
3. Is your account IoS14 compliant? If you’re running only IoS targeting, that could be why (did you configure your web events using the new Aggregated Event Measurement feature?)
I highly encourage you switch to Automated Placements if you’re only targeting IoS users right now. I see that as the lowest hanging fruit to improve your CPM fast.
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