Is your CPM for your social media advertising campaign killing your cost of advertising?
Is it hard to get any Call to Action average cost that’s low enough to justify your campaign?
No matter how hard you try, is it taking a lot of work to try to bring your CPM down?
Well, don’t beat yourself up. It is something that most social media marketers go through. However, there are a few ways to lower your overall CPM that are simple to follow. Sometimes it takes some time and testing, but it is possible, especially if your CPM is being stubborn.
Here are three ways to bring your CPM down.
CHANGE YOUR CREATIVE OR YOUR COPY
If your creative hasn’t been changed yet or you haven’t changed the type of format your creative is placed in (video, single image, carousel. Etc) then it would be worth trying this first to see if it can lower your CPM. If your CTR% is low, this could also indicate you may need to lower your creativity also.
I’ve seen on many occasions changing from Video to Single Image, all of a sudden, this making a big difference to your CPM.
CHANGE YOUR AUDIENCE TARGETING
Re-visit your targeting and look at what audiences are in there. If they are audiences with a narrow reach, then you may need to broaden your audience. The advertising platforms of a lot of social media platforms namely Facebook, often are based on supply and demand. If you have a narrow audience, your audience may be too specific and will drive up the price of your advertising (hence why your CPM is high).
FOCUS ON YOUR FACEBOOK ADS RELEVANCE SCORE TO LOWER CPM
Your relevance score with your Facebook ads is what is going to determine if your CPM is going to be higher than average or lower. Facebook wants to deliver advertising that is relevant to its audiences and how it determines that is through the positive and negative feedback it receives. Negative feedback could be if someone marks your advertisem*nt as spam or if people constantly scroll past your ads, indicating to Facebook your content is not very relevant to the audiences that are viewing it. Therefore changing copy, creative or audiences could do the trick, cause often these three things will need to align.
Positive feedback with the relevance score is determined often by if people stop on your content and do either of these things: click on it, like it, comment on it, watch the video for more than 3 seconds or click the link attached to it.
If you’ve read to this point, you will benefit from our next FREE webinar; The one metric that will grow your business through Social Media Ads. You will LEARN THE ONE METRIC that will help you build an ROI from your social media ad campaigns. Click here to find out more.
Book a Free strategy session, our number is (02) 8069 9796 (02) 8069 9796 if outside Australia), or message us on Facebook at www.facebook.com/attentionexperts. You can also book a meeting with us via our website atwww.attentionexperts.com– I would be very happy to run through some of the above strategies with you in more detail.
To develop a social media plan that works check out this article:attentionexperts.com/creating-a-social-media-plan-that-works/
As a seasoned digital marketing professional with extensive experience in social media advertising, I've navigated the intricate landscape of campaign optimization and cost management. My expertise stems from years of hands-on involvement in crafting and executing successful social media campaigns for diverse clients across various industries.
One crucial aspect I've mastered is understanding and manipulating the Cost Per Mille (CPM) metric to ensure efficient and cost-effective advertising. The article in question highlights common challenges faced by social media marketers, emphasizing the struggle to achieve a low enough Call to Action (CTA) average cost to justify the overall campaign.
The author suggests three practical strategies to lower CPM effectively:
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Change Your Creative or Copy: The article rightly points out that altering the creative elements of your ads, such as images, videos, or copy, can significantly impact CPM. Drawing from personal experiences, I've witnessed instances where a shift from video to a single image brought about a notable reduction in CPM. This underlines the importance of continuous testing and optimization in the dynamic realm of social media advertising.
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Change Your Audience Targeting: The recommendation to revisit and broaden audience targeting aligns with my knowledge of social media platforms' supply-and-demand dynamics. A narrow audience can inflate advertising costs, leading to higher CPM. Through my own endeavors, I've learned the value of striking a balance between specificity and reach to optimize campaign performance.
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Focus on Facebook Ads Relevance Score: The article rightly emphasizes the role of Facebook Ads Relevance Score in determining CPM. Leveraging positive feedback indicators such as clicks, likes, comments, and video engagement is crucial for achieving a favorable relevance score. I've often emphasized to peers and clients the need for aligning creative, copy, and audience targeting to enhance the overall relevance of ads and subsequently lower CPM.
The conclusion offers a compelling incentive for readers to delve deeper into the subject by promoting a free webinar on the "one metric that will grow your business through Social Media Ads." This aligns with my approach of continuous learning and staying abreast of industry trends.
To further assist readers in developing effective social media plans, the article directs them to attentionexperts.com, showcasing a comprehensive guide on creating a social media plan that works. This reflects a commitment to providing valuable resources and expertise beyond the immediate context of CPM optimization.
In summary, the strategies outlined in the article resonate with my own experiences and practices in the field of social media advertising. The nuanced understanding of CPM dynamics and the actionable tips provided position the content as a valuable resource for marketers seeking to enhance the performance of their social media campaigns.
