There are six ways to drive up CPM (Cost Per Thousand Impressions) that you can control:
Limiting Your Audience
- Using original audiences instead of Advantage+ Audience: This limits the audience pool.
- Restricting audience by age range or gender: Advantage+ Audience allows only a minimum age setting, while original audiences have strict restrictions.
- Limiting geography by state or region: Often necessary for local businesses but can be overthinking for others, leading to higher costs.
Editing Placements
- Manually editing placements: Previously made sense but now less so. It's advisable only for optimizing top-of-funnel actions. For conversions, the algorithm adjusts placements in real-time.
Auction-Related Issues
- Bad estimated action rate: Measures the likelihood of conversion. A poor rate increases costs.
- Low-quality ads: Ads flagged for clickbait, engagement bait, or spam require more spending.
Always Exceptions
There are situations where targeting restrictions and removing placements are necessary, even if they drive up costs. For example, when optimizing for purchases, demographic isolation may not be as crucial as assumed.
