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Facebook ADS – Why is the CPM between two ads so different?
After spending a thousand dollars, I just realized that I could turn off ads with horrible metrics without actually turning off the adset and keep the ad variation with the best metrics.. Guess making dumb mistakes is part of the process..
Anyway, I realized that my ad #1 had a CPM of $60 while ad #2 had a CPM of $20.
Strangely enough, ad #1 has better CTR and 1 ATC/Checkout which the other does not. What could explain this difference in CPM?
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3 Replies
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your targeting
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Different creatives? Perhaps one has a lower “quality score” or whatever term they use.
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I’ve noticed this often too. I don’t have any concrete idea but my best guess is one is getting better organic reach. You’re paying for both, but one is being liked and shared more by people who see it, giving you free views. I could be totally wrong but it’s the only thing that makes sense to me.
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