Скачать или смотреть How can you optimize your CPM outside of tweaking ad creative?

Audience Segmentation and Overlap Reduction
Audience overlap occurs when multiple ad sets target similar audiences, causing your ads to compete against each other in the auction. To reduce this, you can narrow down your audience segments to avoid overlap, ensuring you're not bidding against yourself and driving up CPM. Tools like Facebook’s Audience Overlap Tool can help analyze and optimize your segmentation strategy.
Time-Based Optimization (Ad Scheduling)
Adjusting ad scheduling to run ads only during peak engagement hours or when competition is lower can lower your CPM. For instance, running ads during weekdays vs. weekends or during specific hours when your audience is more active can improve the efficiency of your budget. Tools like Dayparting in Facebook Ads Manager allow you to control when ads are shown.
Target Less Competitive Audiences
Highly competitive audiences (e.g., broad, general interests) often lead to higher CPMs because of increased auction pressure. By targeting niche audiences or using more specific interest and behavior-based targeting, you can reduce competition and improve CPM. Look for sub-niches within your broader target to reduce ad spend while maintaining relevance.
Use of Broader Geographies or Placement Optimization
Geographic targeting can also impact CPM. Targeting only high-demand regions or countries can drive up costs. By expanding to other geographic areas where there’s less competition, you can reduce CPM without compromising ad quality. Similarly, testing different placements (e.g., Instagram Stories, Audience Network) may yield lower costs, as some placements might be less competitive.
Bidding Strategy Adjustments
Facebook Ads allows different bidding strategies like Lowest Cost or Cost Cap. Experimenting with different bidding methods could lead to better CPMs by controlling how aggressively you enter the auction. Cost Cap helps keep CPMs more predictable by setting limits on how much you’re willing to pay for each conversion, which could naturally drive down CPM if done correctly.
External Factors: Seasonality & Competition
Competition can vary seasonally (e.g., Black Friday, holiday seasons), where many advertisers increase their spend, pushing up CPMs. Identifying periods when competition is lower can be a great way to optimize CPM. Plan campaigns during "off-peak" times when auction pressure is less intense, like avoiding major shopping periods if your goal is not holiday-specific.
Improve Ad Relevance Diagnostics
While this technically involves optimization beyond creative, improving ad relevance by ensuring your audience targeting and messaging are well-aligned can lower your CPM. Facebook prioritizes ads with higher relevance, so making sure your ad relevance score (or its three components: quality ranking, engagement rate ranking, conversion rate ranking) is optimized can lead to lower CPMs.
Test and Use Lookalike Audiences
Lookalike audiences (LALs) often provide lower CPMs because they are built from your best customers or engaged audiences, meaning the people in these groups are more likely to convert, and Facebook's algorithm optimizes ad delivery to keep costs lower. Lookalikes usually have less competition compared to broader interest-based audiences. $114,000(ROAS of 4.21) Success Boost Your Coaching Business with Expert Ads Management -    • $114,000(ROAS of 4.21) Success Boost Your ...