CPM in advertising: How to save money on a thousand impressions?
Date written:16/01/2024
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16/01/2024
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CPM in advertising: How to save money on a thousand impressions?
💡 What is CPM?
CPM (cost per thousand impressions) is the cost per thousand impressions of an ad. A high CPM can exhaust your budget quickly. Lower this metric for more effective results.
🟥 Factors affecting CPM.
Demand, supply, niche, audience, target, location and seasonality affect CPM. Adapt your strategy to specific conditions to save money on impressions.
📹 Video ads are in focus.
Use short vertical videos - they attract attention better. Facebook provides more space for video ads, which increases engagement and lowers the cost per thousand impressions.If you include attractive triggers or trending memes in your creative, it will increase engagement even more.
🤖 Placement Optimization.
On Facebook, besides the platform itself, you can place your ad on other platforms such as Instagram, Audience Network and Messenger. Choose Facebook's automatic placement to optimize your ads. This helps the system identify effective placements and reduces the cost per thousand impressions.
👥 Target Audience.
Narrow down the audience to a relevant one. This will increase clickability and help lower cost per thousand impressions. High relevancy (score 1-10) attracts interest and lowers cost per thousand impressions. Target only the right audience.
👀 Frequency of impressions.
Monitor the frequency of impressions to avoid decreasing clickability and increasing cost. Set a limit in automatic rules and adjust as needed.
🔁 Retargeting.
Target interested but unbought users. Retargeting within 30 days of a visit provides higher conversion rates at a low cost per thousand impressions.