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Can someone explain this one to me?

by rontheitguy
6 replies
I've been using Facebook ads off and on for a couple years now, but with all the new changes, I'm starting to think Facebook is ripping advertisers off somehow.

Here's the scenario:
I'm testing two identical ads, only one is CPC and the other is CPM.
The CPC had a reach of 4,520, and there were 22 clicks.
The CPM had a reach of 4,844, and there was 1 click.
Difference in cost: CPC=$17.33, CPM=$2.89.

How can two identical ads running an hour a part get such different results? Can anyone explain this? Is it best to just go with Facebook's optimized option now vs manually bidding? This looks to me like a scam. Any ideas?
#ads #explain #facebook
  • Profile picture of the author Makc
    which kind of ads ? for website, likes...

    i think also because ads don't have been seen at the same time by users... you should try to schedule it in power editor (more effective)

    sorry for my english
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    • Profile picture of the author rontheitguy
      Thanks for the reply. It's for website clicks in the US. I know US clicks are more anyway, but I would have thought I could get the same results from a CPM ad as I do from a CPC ad, just cheaper. This is not the first time either. Just seems odd to me.

      I'll keep testing.

      Originally Posted by Makc View Post

      which kind of ads ? for website, likes...

      i think also because ads don't have been seen at the same time by users... you should try to schedule it in power editor (more effective)

      sorry for my english
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      "Do, or do not. There is no try."
      The Wisdom of Yoda
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      • Profile picture of the author Makc
        CPC you pay for clicks, and CPM you pay just to be seen (appear in the page)... the algorithm used by fb is not the same (the position of the ad in the page..) You can't trick them.

        CPM i think it's for big brands just establish their social presence. I never use it.
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  • Profile picture of the author davidverney
    I always test how effective my advertising is with CPC and when I know I've struck gold, I will switch to CPM. Are you using the same target market? Maybe you should try running the CPM at the same time as you run your CPC currently. Maybe the time difference is the all important factor.
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    DaveVerney
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  • Profile picture of the author miklanderson2
    I use CPC ads for targeted advertising because I tend to get more engagement from them. This is just a guess on my part, but since CPC ads have to be clicked to make Facebook money, they may feed those ads to the customers that are most likely to click on them. CPM ads are paid based on views, so they can be fed to anyone in the targeted demographic regardless of whether they're likely to click on them.

    Lately, I've been using CPM ads when boosting posts to some of my pages. I already know my group is interested in the topic I'm posting and will interact with the right posts. I get more bang for my buck when using CPM ads this way.
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    "A bargain is something you don’t need at a price you can’t resist."
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    • Profile picture of the author rontheitguy
      miklanderson2, this makes a lot of sense. Thanks for sharing!

      Originally Posted by miklanderson2 View Post

      I use CPC ads for targeted advertising because I tend to get more engagement from them. This is just a guess on my part, but since CPC ads have to be clicked to make Facebook money, they may feed those ads to the customers that are most likely to click on them. CPM ads are paid based on views, so they can be fed to anyone in the targeted demographic regardless of whether they're likely to click on them.

      Lately, I've been using CPM ads when boosting posts to some of my pages. I already know my group is interested in the topic I'm posting and will interact with the right posts. I get more bang for my buck when using CPM ads this way.
      Signature

      "Do, or do not. There is no try."
      The Wisdom of Yoda
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