+2 votes
by (170 points)
I'm running a lead gen campaign and we recently developed a second landing page that we're sending only to a retargeted website audience. The page is on a different URL than the primary campaign and is built in Instapage. Shortly after launch, I noticed insanely high CPMs ($40 and above) for the retargeting ad set that goes to the new URL. We've used these same ads before and directed them to the main URL and the CPM was never that high. The question is -- can the new URL and page be responsible for this very high CPM?  
I'm running a lead gen campaign and we recently developed a second landing page that we're sending o

1 Answer

0 votes
by (250 points)
I've never noticed a difference between Instapage urls vs Organic site urls when it comes to CPM. My impression was that CPM was more a function of creative and audience. I'd say your CPMs increased because your audience is way smaller since it's a retargeting audience.  
by (170 points)
I would agree with you. the only problem is we're using the exact same creative and the exact same audience. The only change we made was a slight tweak on the headline and the URL. We've been running retargeting ads to this audience for 1 years. never have we seen such a spike in CPM.  
by (250 points)
@elsa96899 Well same creative on the same audience for a year might be the answer. Try refreshing creatives.  
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