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Did Facebook Ads CPM Go Up This Holiday Season?

Jon Loomer

Historically, the average CPM (Cost Per 1,000 Impressions) has increased for Facebook advertisers during the holidays as competition for eyeballs and ad spending increase. Prior to 2020, advertisers routinely saw CPM costs double, triple, or more during the most competitive times. Absolute CPM. Why Aren’t CPMs Going Up?

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Results: Identical Ad Sets, a Split Test, and Chaos

Jon Loomer

Once I started to consider the contributions of randomness, it made me question every test we run that’s based on reasonably small sample sizes. And, let’s be honest, advertisers make big decisions on small sample sizes all the time. The focus in this case would first be on CPM, which would impact Reach and Impressions.

CPM 151
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Social Media Marketing During COVID-19: March 23 Update

Ignite Social Media

We did a sample of activity across brand pages and, unsurprisingly, saw big spikes in key industries such as grocery stores and utilities. They saw a median daily increase in page likes of 544% while the overall sample rose just 6%. Client D saw a 46% decrease in CPM, a 51% decrease in CPC and a 51% decrease in CPLPV.

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Test Results: Advantage+ Audience vs. Detailed Targeting and Lookalikes

Jon Loomer

The difference in CPM isn’t significant, but there is a difference. The difference in CPM between Advantage+ Audience and Detailed Targeting was $.89. It doesn’t mean that a lower CPM will lead to more results, but we should bookmark this metric for later. This, of course, could have an impact on overall performance.

CPM 159
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New report resurrects AVE measurement for influencer campaigns

Sherrilynne Starkie

The report explains: “Earned Media Value is the equivalent cost of advertising that would garner the same amount of exposure as postings mentioning a brand campaign, based on followers and a US$5 CPM (cost-per-mille).”. Click To Tweet The report doesn’t give a rationale for the $5 CPM.

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Quality Traffic Test #2: The Impact of Meta Ads Placement

Jon Loomer

While that’s a small sample, it’s still enough to generate meaningful results when you can get a decent volume of clicks. CPM is at least 2X higher across the board. Test #2 Results Here are the results from the second test. A few observations… 1.

Eventful 197
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Facebook Ads and the Magic Bullet

Jon Loomer

The CPM may double or triple, meaning it costs significantly more to reach your audience. Sample Size. You’re unable to generate a reasonable sample size to determine whether certain campaigns, ad sets, or ads even work. Competition. It could be due to the holiday season or the audience you’re targeting.

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