Question

Ok, I have a riddle I need to solve. One client is getting the following results: $3. 26 CPM, 0. 53% outbound CTR, $0. 62 cost per outbound click, 4% CVR, 5. 05 ROAS at ~$600 daily spend. Page load speed is 1. 43s and AOV is $45. Another client is getting: $7. 15 CPM, 1. 08% outbound CTR, $0. 66 cost per outbound click, 1. 59% CVR, 1. 23 ROAS at ~$2300/day spend. Page load speed is 6s and AOV is $49. What can we do to lower CPM for client #2, and who's the best person to talk to about improving page load speeds and conversion rates? Also, what other levers would you pull to improve results for client #2?  

Answer 1

What placements are you running for your clients?  

Comments

@rayfordrayle81 Auto all day

---

@forgat10 If that is the case you might want to check how your spend is allocated for these 2 accounts. It could be possible, that your first account is spending much more in the story/explore placements which results in lower cpm's but also in lower ctr's most of the time.  

Answer 2

I would try looking at improving that outbound CTR with new creative/targeting. CPM’s can be hard to lower depending on the market. Another thing would be bumping that AOV. Any sort of post purchase up sells, bundles. Make sure you have backend email automations set up as well. Depending on your situation, you might be able to scrape by with what you have on the front end and implement good backend and make the difference back there. The other levers you really already touched on: CR & load speed

Answer 3

Different audiences / targeting results in varying CPM’s. I would say that’s what’s going on here. Sometimes you just have to pay the going rate

Comments

@appel Makes sense. Different audiences = different prices. Amy thoughts on how to get around that?  

---

@forgat10 Not really if I’m honest as a CPM rate isnt something you can have much control over.  

---

@appel This. I'd definitely worry about the other variables you can control: CTR, CPATC, CPIC.  

Answer 4

Priority should be to fix the load time. Your are losing because of this. Are platforms the same? Have you troubleshooted what is causing the slow load time?  

Comments

@arms7206 Peek Both are Shopify. Trying to figure this out.  

Answer 5

You need a theme designed for speed. Also apps can have an effect on the speed. We design very fast Shopify themes.