Question

Massively High CPM on certain ads. Why? My campaign has been going a little wonky. My old ads had massive increase 20x CPM going from like $4 to $25. It's not ad fatigue, as I made a new ad and that seems to be happy with a low CPM. So I made another new ad and again CPM $25. I thought I figured it out on why, but today it goes through the roof again. Anyone know what causes this. I'm thinking it's the relevancy score. Anyone else have any ideas why two similar ads can have such varying CPMs.  

Answer 1

What’s your campaign setup?  

Comments

CBO $4000/day Like 4-6 adsets, like 12 ads in each, but currently only 3-4 are active as I'm seeing issues with CPM spikes on a lot of ads.  

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@braggart what’s CTR like? And what sort of audiences are you using?  

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Also the audience is wide. One AdSet is the entire USA. One AdSet is like every European country. All ages, all sexes, all languages. So it's not limited audience. I can't get more broad. I see the CPM spikes in those super broad audiences.  

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@happ CTR is lower on higher CPM ad. About 1/2 CTR of similar ad type ad. Problem is the CPM increase is not 2x, it's like 6x.  

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@braggart yep. What’s CTR like? Are you still in learning? Do you have enough conversions coming through?  

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And how have you scaled to $4k a day?  

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And anything pushing prices up this week? Eg Mother’s Day here.  

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@happ campaign has been running for months. I've done very well on this campaign with high ROAS and low CPM. But it seems now facebook is messing with CPM on specific ads, but leaving others alone. This is why I'm confused. I've been running $4000/day for 6 or so weeks now. Only got weird around April 29th and I've been trying to resolve the issue with some success, but some failures.  

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@happ I could understand raising CPMs across all my ads. What I don't understand is rising CPM (6x) on just 1 ad. That's what's confusing me. I have 4 ads. Only 1 has this stupid high CPM. But it will eat 25%+ of my budget with shit ROAS if I let it. Like yesterday had a CPA of $220. I've seen a CPA of like $800. I don't normally see this type of behavior.  

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@braggart so it’s just the one ad across multiple ad sets with that spike? Or one ad specific to one ad set?  

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Ad Specific to mostly all adsets. One of my ads performed very poor in all adsets, but had only slightly higher CPM in one adset.  

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I'm thinking I might have to run new ads in new campaign while FB can figure them out, instead of tossing them into this high budget campaign.  

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@braggart it’s hard to tell without seeing the numbers and ads. could it be because that ad has been given poor feedback? Or maybe it has something in the creative fb is automatically marketing negatively? What’s the frequency on it from the original campaign?  

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@happ frequency of lifetime of this campaign is 3. 26. Reach 14. 2m, impressions 46. 6m

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@braggart could just be dead man?  

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Last 30 day freq is 2. 61

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@happ nooooo haha.  

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@braggart try everything else then? New campaign, new ad set, scale up, etc

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@happ ya. I have it running well currently and its doing good ROAS, just these weird spikes are killing it. I've started running this in another region (middle east) in a new campaign. I'll probably duplicate it as well, then attempt to re-run with fresh ads. To see if I can revive it.  

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@happ Here's some of the weirdness. Screenshot from Today's spend. Now granted this ad relevancy on the bad CPM one is low. Both ad70 & ad41 are same type of ad (carousel). Problem is, this ad has been a winner. It's a variation on ad40 which I ran successfully and I know my customers like (via GA conversion rate). AD41 has similar high conversion rates as well. I think the algorithm just seems to hate any other ad, since I've created ad70 which is performing well. I personally hate ad70 and it's got a much lower conversion rate via click in GA, than most of my other ads. but facebook seems to like it. I don't understand why if Facebook is going to hate an ad, why it'll spend so much money on it at these super high CPMs.  

Answer 2

Are you targeting the US by any chance?  

Comments

@lansing88 yes US but also seeing it in Europe

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@lansing88 I do have these two audiences segmented via adsets

Answer 3

Well i've noticed that since yesterday my CPM lowered, CTR went down and Conversions went down by a lot! Yesterday Facebook had a outage on the Ad Delivery. This might be related

Comments

@horologium happening before yesterday. Unrelated. Started April 29th