Question

If I'm running conversion objective for my ecom store, is it true that I can lower the CPM by running a PPE campaign with the ads I'm using? Or is it just a waste of money? No experts could answer this properly and I hope to find some in this group. THanks!  

Answer 1

Sir if you run ppe you will have lower cpm but this way you are telling facebook i want engagement in my posts , but if you run conversion , you are telling FB i want people who convert , and the quality is a lot different

Answer 2

Why do you care about cpm when all you should care about is ROAS or CPA (if you have consistent conversions) or CPC (if you still have no Conversions)? I will take a guess and say that you either have no conversions yet or you don't have enough to understand what it's working. The solution in these situations is to get LOWER CPC and HIGHER CTR. If your CTR is under 1% then you probably should change either your Targeting or your Creatives. There is ABSOLUTELY no way to know if by running PPE you will drop your CPMs, there is no correlation. So don't bother with it. Keep it simple: lower your CPCs and try new creatives for higher CTRs.