How to Reduce CPM on Facebook*
Posted: Wed Jan 29, 2025 10:20 am
To understand how to reduce CPM on Facebook*, let's figure out what it is. We pay Facebook* for ad impressions. Their cost is formed according to the auction principle. The display of creatives on the user's device is counted as an impression. If you set more than one impression per day per user, all impressions will also be counted.
FB ad impressions
What Facebook Says About Ad Impressions
And CPM (Cost Per Mille) is the cost of a thousand impressions. The metric is calculated using a simple formula:
(A/B) * 1000
Here A is the budget you spent on advertising. B is the number of ad impressions for this period.
For example, you spent $100 and got 50,000 impressions. Divide 100 by 50,000, then multiply by 1000. We get CPM - $2.
By the way: It is not necessary to calculate CPM manually. There are online calculators of marketing metrics. For example, here you can calculate CPM, CPC, and other indicators.
In our example, the result is very good, even low bitcoin data for Facebook*. Last year, the average CPM on Facebook* was $12.45. But the real figure depends on the niche of the product and service, the goal of the campaign, the quality of the creatives, even the time you advertise.
average CPM FB
Average CPM on Facebook for different campaign objectives. Lead generation is the highest
And the main factor that influences CPM is competition between advertisers. The more in demand your target audience is, the more ad impressions will cost.
How to Reduce CPM on Facebook*: 5 Ways
Here are some working ways to reduce CPM and decrease the cost per click on Facebook*. But a low cost per impression is not a guarantee of profit. Your task is to find a balance between a low CPM and target impressions that will give conversions. Therefore, we have selected the most profitable ways to reduce CPM on Facebook*.
Expand your audiences
The wider the audience, the lower the CPM on Facebook*. It would seem that the solution is simple: pour "on a wide audience". But what if you need a rather narrow target audience? After all, no one wants to pay for cheap, but "empty" impressions.
In this case, you can only catch your audience through tests. Create several audiences. Already from the test casting, it is often clear who converts better. Another solution is to gradually expand the boundaries of the target audience. For example, instead of “women 35-45 years old” - “35-50 years old”. Or slightly expand the GEO (just read the terms of the offer carefully, so that there are no annoying incidents).
FB ad impressions
What Facebook Says About Ad Impressions
And CPM (Cost Per Mille) is the cost of a thousand impressions. The metric is calculated using a simple formula:
(A/B) * 1000
Here A is the budget you spent on advertising. B is the number of ad impressions for this period.
For example, you spent $100 and got 50,000 impressions. Divide 100 by 50,000, then multiply by 1000. We get CPM - $2.
By the way: It is not necessary to calculate CPM manually. There are online calculators of marketing metrics. For example, here you can calculate CPM, CPC, and other indicators.
In our example, the result is very good, even low bitcoin data for Facebook*. Last year, the average CPM on Facebook* was $12.45. But the real figure depends on the niche of the product and service, the goal of the campaign, the quality of the creatives, even the time you advertise.
average CPM FB
Average CPM on Facebook for different campaign objectives. Lead generation is the highest
And the main factor that influences CPM is competition between advertisers. The more in demand your target audience is, the more ad impressions will cost.
How to Reduce CPM on Facebook*: 5 Ways
Here are some working ways to reduce CPM and decrease the cost per click on Facebook*. But a low cost per impression is not a guarantee of profit. Your task is to find a balance between a low CPM and target impressions that will give conversions. Therefore, we have selected the most profitable ways to reduce CPM on Facebook*.
Expand your audiences
The wider the audience, the lower the CPM on Facebook*. It would seem that the solution is simple: pour "on a wide audience". But what if you need a rather narrow target audience? After all, no one wants to pay for cheap, but "empty" impressions.
In this case, you can only catch your audience through tests. Create several audiences. Already from the test casting, it is often clear who converts better. Another solution is to gradually expand the boundaries of the target audience. For example, instead of “women 35-45 years old” - “35-50 years old”. Or slightly expand the GEO (just read the terms of the offer carefully, so that there are no annoying incidents).