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

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