How to Improve Your Advertising to Lower Your Facebook CPM

First things first; what is CPM? CPM stands for Cost Per Mille, or Cost Per 1,000 impressions. Facebook CPM means the same but about advertising done on Facebook. CPM is important to keep an eye on to know how much you are spending just to get your Facebook Ads seen, whether or not a conversion takes place from them. Here are some quick tips to lower your Facebook CPM.

How to Lower Facebook CPM

There are quite a few ways to lower the CPM for Facebook Ads. The goal of advertising on Facebook, or anywhere really, is to get the highest amount of impressions and the highest click-through rate for the best cost. If you’re not sure what we mean by impressions, the definition is simple; Impressions are the number of times your content is displayed. Even if your advertisements are not engaged with, the Facebook CPM will be affected every time your ad appears on a screen. There are a few ways to lower your CPM when advertising. Here are our favorites.

Use a More Targeted Audience : You may wonder how targeting can lower your Facebook CPM. Well, for starters, targeting points your advertising efforts to people most likely to be interested in what you’re selling. Facebook Ads are great in that you can laser-target based on demographics, location, and interests. This lowers the chance of spitting out your ad to anyone and everyone. In turn, this means that you are more likely to get conversions. Even if your Facebook CPM isn’t lowered drastically, your ROAS will be greatly improved, making the money you spend well worth it. In addition, Facebook will lower your CPM when you start advertising to targeted markets because of Relevance Score. Much like Google’s Quality Score, the Relevance Score ranks your Facebook Ads. The more relevant an ad’s targeting is to its content, the higher the Relevance Score you receive. When you get better Relevance Scores, your Facebook CPM will be lowered. This is partially to encourage running relevant ads, and partly because Facebook has to do far less work to find people to display the ad to. If you make a more targeted audience, you eliminate work on Facebook’s end - something the company will reward with a higher Relevance Score. Targeting is the most effective way to lower Facebook CPM due to the algorithm the site uses. To learn more about targeting, check out this article: https://bsyl.ink/TargetingStrategies.

Grab People’s Attention : A general rule of thumb is that more engagement on a Facebook Ad will result in a lower CPM. How can you get more engagement? Make content that draws the eye and encourages interaction. One way to do this is through the use of images. It’s been proven that posts and ads with visual elements perform better than all-text counterparts. Just be sure that when you design the creative that you adhere to Facebook’s rules about having less than 20% text. If you don’t, your ad will not be shown regularly, and your Facebook CPM will increase. Another easy way to get attention is through a call to action. Facebook lets you include these buttons on your ads with call-outs like “Book Now,” “Learn More,” and “Get Showtimes.” Convenience is key to getting people to click on your ad so that these buttons can do wonders for Click Through Rate and Facebook CPM.

Opt For News Feed Ads : When you create a Facebook Ad, you can choose where you want it to be displayed. If your goal is to lower your Facebook CPM, it may be wise to avoid right-hand sidebar ads. Advertising here is costly and does not give a good RoAS. When people go on Facebook, they are looking at their news feeds, not the right-hand column. Because your ads will not get any engagement from the right column position, the CPM will be high. To avoid this, opt to display your Facebook Ads in the news feed only. Want to improve Facebook CPM even more? Unless your website or form is optimized for mobile devices, only display your ads on desktops. Mobile ads will get engagement, but there are few things more frustrating for consumers than clicking on an ad and waiting ages for the web page or form to load. We recommend you optimize for mobile, but until you do, save some money and display your content only on desktops.

There are so many ways to lower Facebook CPM. The three we’ve discussed are only the tip of the iceberg in that regard. Want some more tips? Check out this list: https://bsyl.ink/ReduceCPM. We hope you’ve found our tips helpful. If running Facebook Ads still seems daunting to you, give BusySeed a call at (888) 353-1484! We are a team of digital advertising and social media experts. We love to help businesses grow. Let us handle the scary stuff so you can focus on your company.