Improving your call to action and your post-click experience are two ways to match intent and expectations to results better. This is particularly true if your other two rankings are higher. A low score here indicates that your audience isn’t getting what they hoped for. To reduce your CPM even further, you’ll need to improve your conversion rate ranking. If you’re having trouble boosting this ranking you’ll need to focus on images, headlines, and other eye-catching elements that make your audience want to engage with your campaign. They might consider your ads to be high quality but still find the messaging uncompelling. A low score indicates that you need to put some work into creating ads that match your target audience’s idea of quality (because quality is relative and subjective.)Įngagement rate ranking captures your audience’s interactions. If you score well in your quality ranking, it means that your creative quality is superior to most other similar campaigns. Each measures specific elements of your campaign, and boosting all three will dramatically affect your CPM. The three are your quality ranking, engagement rate ranking, and conversion rate ranking. There are other factors as well, including your ad schedule and bidding strategy, but the platform’s three relevance rankings weigh highly on your campaign cost and provide direction for how you can improve your campaign’s performance. The higher your rankings climb, the lower your cost per impression. In each, you rank below average, average, or above average. When advertising with Facebook, your campaign’s relevance rankings go a long way toward determining your CPM. SEE ALSO: Entrepreneurship - 10 Things I Have Learned as an Entrepreneur And there are plenty of options available. Anything you can do to bring down your CPM down will necessarily lower your campaign costs. If a particular campaign costs you $60, and you received 10,000 impressions, your cost per thousand impressions would be $6.00. This metric is used in place of cost per impression because individual impression prices are a fraction of a cent.Įvery time someone sees your ad, that’s an impression. CPM has become shorthand for the amount of money an advertiser pays for a thousand impressions. Why the “M”? In French, a thousand is “mille.” Also, M is the roman numeral for 1000. Facebook allows customers to pay this way, but more commonly, they charge per impression, measured using CPM, or cost per thousand impressions.
Cost per click (CPC) is the method Google employs for its search ads. There are several different ways to measure costs and pay for online advertising.