Facebook is always a leading topic when it comes to online companies. But how much do we know about utilizing social media platforms to increase audience or boost businesses? If you're lately wondering why your ad performance is not reaching its highest potential, it may be because of the CPM. Facebook will count the way marketers place an ad, meaning how the ad shows to an audience.
What is CPM?
CPM is the shortened term for Cost Per 1,000 Impressions. CPM is considered one of the key players in metrics. It is on a role especially on how much a business owner or marketer will spend on an advertisement on Facebook. Advertisers are paying for impressions which may lower CPM. Simply put, if you have a lower CPM, then your advertisements will be viewed by more people. With your ads gaining more viewership, you may have more conversions that would gain more ROAS. Though the outcome of CPM can vary in the industry, there are other ways to reduce its number.
How Can I See My CPM
Step 1: Go to ad center then select "Ads Manager"
Step 2: Look for the "Columns"
Step 3: Hover on "Columns" then select "Performance and Clicks" from the drop down.
Step 4: Scroll the bar until you see "CPM"
Tips in Reducing CPM
Focus on your Target Audience
Rather than spending your budget on people who do not even have the slightest clue about your business, it is better to shift your focus on those passionate and interested in what you sell, be it a product or service. Why is it important? Because if you choose to show your ad to people outside your target market, Facebook might translate your advertisement as non-relevant and bad. This can result in a high number of CPM.
Work on Your Facebook Customer Feedback Score
If you did not know by now, the answer is yes. Facebook Customer Feedback Score and CPM are the key players that you always need to take note of. Your feedback score can dictate your CPM outcome. Thankfully, Facebook prioritizes customer experience. So if your business feedback score is good, then you don't need to worry about your CPM going higher.
Frequency is Key
Frequency refers to the ad viewership of the same person from your target market. It is good that your ad is gaining views, but you might want that value to be low. If your ad is only seen by the same audience percentage while not gaining engagement, then your advertisement might be ineffective and will result in being low quality. With these results, your costs might increase due to the poor performance of your ad.
Social Proof - To See is to Believe
Trust issues are a common thing, especially when there are a lot of scams present in the internet world. How can your business then establish trust for people who are unfamiliar with your products or services? That is where your customer feedback comes to play. Get proofs of your reviews and ratings and incorporate them with your brand image.
Make It Click
If you're just getting started in the world of online business, the cheaper option to go for is an ad that calls for action from your potential audiences. Incorporating links can be an effective strategy as Facebook quickly traces those advertisements that involve action like clicks.
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