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FB Ad Split tests – Understanding main KPIs. Could a lot of text in the image increase CPM?
Hi there,
So let’s I am trying to find a better performing ad than I am running currently.
I found one that has 3.2% CTR compared to 1.6% of my original ad. Which is great and it looks like this audience is responding to this ad much better than the original one. The problem is that the CPM is 11, compared to 6 of the original. Now I wonder how the heck FB algorithm is working, shouldn’t the CPMs be better for a more engaging ad?
Now when I use FB image to text ratio tool, it shows that the ad might not run, because there’s a lot of text in there. It actually runs and gets normal amount impressions. But maybe FB penalizes this ad and increases CPMs because of that?
Anyone with similar experience? 🙂
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2 Replies
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I don’t think the CPM would be directly increased, but rather indirectly increased due to the ad being penalised for the amount of text. You’re reach is decreased due to penalisation, so your ad has to “work harder”, increasing cost.
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Facebook doesn’t penalize ads that don’t meet guidelines with higher CPM, they disapprove them. Sometimes you can get those ads through for a while before FB notices then disapproves them. The secret here is to have lots of creatives and constantly rotate through them. Ad fatigue is what causes your good ads to suddenly no longer perform well.
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