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With the 2020 election looming, Facebook advertisers and e-commerce stores are going to continually see their ad costs go up as the date gets closer (if they haven’t already).

隨著2020年選舉的臨近，隨著日期越來越近，Facebook廣告客戶和電子商務商店將不斷看到其廣告成本上漲(如果還沒有的話)。

In June 2020, Trump spent nearly 6.6 million, and Biden 11 million, on Facebook ads directly. Indirectly, people will also try and cash in on hot news items for cheap clicks. From the 2016 election, there’s a famous story about Macedonian teens who used the election to share and advertise wildly popular fake news about Hillary Clinton in order to gain ad sense. This election cycle likely won’t prove any different.

2020年6月，特朗普直接在Facebook廣告上花費了近660萬美元，拜登則花費了1100萬美元。 間接地，人們還將嘗試利用熱門新聞來獲得廉價點擊。 從2016年大選起，有一個關于馬其頓青少年的著名故事，他們利用大選來分享和宣傳希拉里·克林頓(Hillary Clinton)廣受歡迎的虛假新聞，以獲取廣告感。 這個選舉周期可能不會有任何不同。

什么是每千次展示費用？ (What is CPM?)

CPM is essentially how much your ad costs and stands for “cost per 1000 impressions.”

每千次展示費用本質上是您的廣告費用，代表“每千次展示費用”。

Unlike Google, which charges you per click, Facebook charges you for placement real estate. There’s a certain price associated with each placement (Instagram, affiliate sites, newsfeed, etcetera), which Facebook measures per 1000 placement of each Facebook user.

與Google的每次點擊收費不同，Facebook會向您收取展示位置房地產的費用。 每個展示位置都有一定的價格(Instagram，會員站點，新聞源等)，Facebook用這個價格來衡量每個Facebook用戶的每1000個展示位置。

If your CPM is $6, that means it’ll cost you $6 to gain 1,000 impressions or show your ad 1,000 times. This is not to be confused with reach, which is individual, unique impressions. You could have 500 in reach and 1,000 impressions, which would mean each person saw your ad on average two times (giving you a frequency of 2).

如果您的每千次展示費用為6美元，這意味著您需要花費6美元才能獲得1000次展示或展示1000次廣告。 請勿將其與觸及感混淆，觸感是獨特的獨特印象。 您可能會獲得500次覆蓋和1,000次展示，這意味著每個人平均觀看您的廣告兩次(頻率為2)。

您如何找到您的Facebook CPM？ (How Do You Find Out Your Facebook CPM?)

To find your CPM, go to your Facebook business manager, then your ads manager, and change your columns to “Performance and Clicks.”

要找到每千次展示費用，請先轉到您的Facebook業務經理，然后再到您的廣告經理，然后將列更改為“效果和點擊次數”。

Screenshot by author.作者截圖。

You can also click on “Customize Columns” and create your own pre-set custom columns, since “Performance and Clicks” doesn’t have a lot of eCommerce related columns.

您也可以單擊“自定義列”并創建自己的預設自定義列，因為“效果和點擊次數”沒有很多與電子商務相關的列。

好的每千次展示費用是多少？ (What’s a Good CPM?)

The unfortunate and hard to swallow answer is “that depends.”

不幸且難以接受的答案是“取決于”。

I’ll give you an example of why that depends, and why lowering your Facebook CPM may not always be a good thing (there’s a balancing act going on here).

我將舉一個例子說明為什么這取決于為什么，為什么降低Facebook CPM并不總是一件好事(這里有一個平衡的舉動)。

When you create an ad campaign, Facebook will ask you to pick an objective (purchases, link clicks, reach, etcetera).

創建廣告活動時，Facebook會要求您選擇一個目標(購買，鏈接點擊，覆蓋率等)。

Let’s say that because you want to lower your CPM, you choose a reach objective, meaning Facebook will give you the maximum amount of ad reach. Using this method, your CPM will likely fall in the $.50 — $2.00 mark.

假設由于您想降低每千次展示費用，所以您選擇了覆蓋率目標，這意味著Facebook將為您提供最大的廣告覆蓋率。 使用這種方法，您的每千次展示費用很可能會落在$ .50-$ 2.00大關之間。

However, who are the type of people who are cheaper? Remember, Facebook knows a lot about the type of user you are and the types of users who are cheap are the ones who are not willing to buy.

但是，誰是便宜的人呢？ 記住，Facebook對您的用戶類型了解很多，而便宜的用戶類型是不愿意購買的用戶。

That means that by artificially lowering your CPM, you also might be avoiding the people who are ideal purchasers.

這意味著通過人為地降低每千次展示費用，您還可以避開理想的購買者。

That means when lowering your CPM, you want to keep in mind that you want to have a lower CPM for those who are in fact going to buy.

這意味著在降低每千次展示費用時，您要記住要為那些實際上打算購買的人降低每千次展示費用。

However, to answer the original question, a good CPM is between $5 — $15 depending on geographic region, audience, product price, and other demographics.

但是，要回答最初的問題，好的CPM介于5美元到15美元之間，具體取決于地理位置，受眾群體，產品價格和其他受眾特征。

降低每千次展示費用同時實現銷售的6種方法 (6 Ways to Lower CPM While Still Achieving Sales)

1.提高您的相關性分數 (1. Improve your relevance score)

Screenshot by author.作者截圖。

Facebook breaks your ad relevance score into three parts: “quality ranking,” “engagement rate ranking,” “conversion rate ranking.”

Facebook將您的廣告相關性得分分為三個部分：“質量排名”，“互動率排名”，“轉化率排名”。

To find these, go to your campaign, click on the “ad set” or audience that you want to look at, then click on the “ads” level.

要找到這些內容，請轉到您的廣告系列，單擊要查看的“廣告集”或受眾，然后單擊“廣告”級別。

There, you’ll see your relevance ratings on any of the default columns.

在那里，您會在任何默認列上看到您的相關性等級。

Improving any of these will improve your CPM.

改善其中任何一項都會提高您的每千次展示費用。

Your quality ranking refers to the user experience after the user clicks your ad. If you’re click-baiting, being misleading, or anything that creates a negative user experience, your ranking will suffer. This is pretty easy to control, as you should be an upfront and honest advertiser.

您的質量排名是指用戶點擊廣告后的用戶體驗。 如果您點擊誘餌，被誤導或造成負面用戶體驗的任何事情，您的排名都會受到影響。 這很容易控制，因為您應該是一個坦率而誠實的廣告客戶。

Your engagement rate ranking refers to how many comments, clicks, shares, and engagements your ad receives. I’ll talk below about how to improve your engagement rate ranking.

您的參與度排名是指您的廣告獲得多少評論，點擊，分享和參與。 我將在下面討論如何提高您的參與度排名。

Your conversion rate ranking refers to how well you are accomplishing the objective you selected at the onset of your campaign. If you’re not getting enough conversions, there are three things you can do. One, increase your ad spend to get out of learning limited (Facebook wants approximately 50 conversions a week). Two, you can drop down your campaign objective to increase the number of objectives (generally you want to go Purchase → Add to Carts → Content Views). Three, you can improve the landing page experience and increase your conversion rate on the website side.

轉化率排名是指您在廣告系列開始時完成目標的程度。 如果您獲得的轉化次數不足，則可以執行以下三項操作。 第一，增加廣告支出以擺脫學習限制(Facebook希望每周大約進行50次轉化)。 第二，您可以降低廣告系列目標，以增加目標數目(通常要轉到“購買”→“添加到購物車”→“內容視圖”)。 第三，您可以改善目標網頁的體驗并提高網站方面的轉化率。

2.擴大或收緊觀眾 (2. Broaden or tighten up your audience)

The ideal audience size is generally between 1–10 million. When you notice that your CPM on a given audience or campaign is higher than normal, you’ll want to try to both increase or decrease your audience, which may result in a much lower CPM.

理想的受眾群體通常在1到1千萬之間。 當您發現給定的受眾群體或廣告系列上的每千次展示費用高于正常水平時，您將想嘗試增加或減少受眾群體，這可能會導致更低的每千次展示費用。

When I run any given lookalike audience, I will choose a 1% option and a 4% option and pick the lookalike with the superior CPM.

當我運行任何給定的相似受眾群體時，我將選擇1％的選項和4％的選項，并選擇具有較高CPM的相似對象。

When I run an interest audience and the CPM is high, I’ll comb through the selected interests and try to remove any that are too general or too large and see if that will lower the CPM.

當我吸引感興趣的受眾并且CPM很高時，我將梳理所選的興趣并嘗試刪除任何太籠統或太大的內容，看看是否會降低CPM。

On the flip side, the more exact your audience (less than 100,000), the less real estate there often is, resulting in higher ad costs.

另一方面，您的受眾群體越精確(少于100,000)，則不動產越少，從而導致廣告費用越高。

3.為外觀創建高影響力的數據集 (3. Create a high-impact data set for your lookalikes)

The better your lookalikes, and the more people purchase from you, the more your audience will resonate with your ads, lowering your CPM. That’s because Facebook will reward you for creating an audience that is in line with your ad and product.

您的相似度越高，從您那里購買的人越多，您的受眾群體就會對您的廣告產生共鳴，從而降低每千次展示費用。 這是因為Facebook會獎勵您創建與您的廣告和產品一致的受眾群體。

Odeh Ahwal of EcomDimes: “my number one simple, yet effective approach for optimizing my CPM for my Facebook ads is the implementation of custom and lookalike audiences!”

EcomDimes的 Odeh Ahwal 表示 ：“ 為我的Facebook廣告優化CPM的最簡單而有效的方法之一就是實現自定義和相似的受眾！”

For more on lookalike audiences, read this article:

有關類似受眾群體的更多信息，請閱讀以下文章：

4.制作正確的廣告類型 (4. Create the right type of ad)

In December 2019, Ad Espresso did a $1,000 Facebook ad test to see which ad type had the best CPA, but included the CPM in that test.

在2019年12月，Ad Espresso進行了$ 1,000的Facebook廣告測試，以查看哪種廣告類型具有最高的CPA，但該測試中包含了CPM。

Photo from AdEspresso.圖片來自AdEspresso。

As you can see, the image type had the best results across nearly every metric, including CPM.

如您所見，在幾乎所有指標(包括CPM)上，圖像類型的效果都最佳。

However, there is a caveat here. Their chosen objective was leads, and it’s common knowledge that when going after leads, photos still perform the best, and Facebook knows this. For that reason, your ad type when your objective is leads will be much cheaper.

但是，這里有一個警告。 他們選擇的目標是銷售線索，眾所周知，當追隨銷售線索時，照片仍然表現最佳，而Facebook知道這一點。 因此，當您的目標是銷售線索時，您的廣告類型會便宜得多。

From my experience, the ad type that generally performs the best in eCommerce, when the objective is purchases, is a video ad.

根據我的經驗，當目標是購買時，通常在電子商務中效果最好的廣告類型是視頻廣告。

That’s not to say that a video ad will be the type for you. The best advice I can give is to try all three ad types and see which has the lowest CPM and the best CPA (cost per acquisition). I’ve had carousel ads and image ads perform the best on multiple businesses and you should never go into a campaign assuming anything.

這并不是說視頻廣告會適合您。 我能提供的最佳建議是嘗試所有三種廣告類型，看看哪種廣告具有最低的CPM和最佳的CPA(每次轉化費用)。 我有輪播廣告和圖片廣告在多個企業中表現最好，并且您永遠都不應參與任何假設的廣告系列。

5.在您的帖子中添加引人入勝的副本 (5. Add engaging copy to your post)

As I stated above, how often people react, comment, share, or click your ad can lower your CPM because Facebook wants people to have a pleasurable experience on Facebook, so engagements are one way to measure the pleasure people get out of your ad.

正如我在上文所述，人們經常回應，評論，分享或點擊您的廣告會降低您的每千次展示費用，因為Facebook希望人們在Facebook上獲得愉悅的體驗，因此參與度是衡量人們從廣告中獲得的樂趣的一種方法。

There are a few ways you can create an engagement-friendly ad.

您可以通過以下幾種方式來制作易于參與的廣告。

Create engaging copy or highly engaging photos and videos Instead of just showing a 360 or flat-lay view of your products, try to add something that will be inherently engaging.

創建引人入勝的副本或引人入勝的照片和視頻，而不僅僅是顯示產品的360度或平面視圖，而是嘗試添加一些具有內在吸引力的內容。

For example, adding a quote or statement to the copy that everyone will want to agree with will improve your engagement or have people commenting. If you create a video (people love pets!), try adding some humour or levity to it.

例如，在每個人都希望同意的副本上添加引號或聲明可以提高您的參與度或讓人們發表評論。 如果您創建了一個視頻(人們喜歡寵物！)，請嘗試添加一些幽默感或趣味性。

Simply adding a testimonial from a past client can often encourage other people to write their own positive experiences of the brand or product.

僅僅增加過去客戶的推薦就可以鼓勵其他人寫下自己對品牌或產品的正面體驗。

Add a CTAWhen you read copy that you agree with, or have a positive reaction to a video, you’ll often look to turn that positive reaction into an actionable choice. Simply adding “click the link to see the product” can be enough to increase your click-through rate 10–15%.

添加號召性用語當您閱讀同意或對視頻有正面React的副本時，通常會希望將正面React變成可行的選擇。 只需添加“單擊鏈接即可查看產品”即可將您的點擊率提高10％至15％。

People are often asking themselves “what now” after they read something and you should be the voice that directs them towards that answer.

人們在閱讀某些內容后通常會問自己“現在是什么”，您應該是引導他們尋求答案的聲音。

QuestionsThis is a very simple one that a lot of people miss out on. By prompting a response, you should have an increase in comments and engagement. You can put up two shots of the same product in a carousel and simply put “A or B?” and watch the comments roll in.

問題這是一個非常簡單的方法，很多人都錯過了。 通過提示回復，您應該增加評論和參與度。 您可以將兩個相同產品的照片放在轉盤中，然后簡單地輸入“ A或B？” 并觀看評論。

6.調整您的人口統計 (6. Adjust your demographics)

On the far right of your ads manager, you’ll see a column that says “breakdown.” This will allow you to break down your campaigns to see how each demographic is performing.

在廣告經理的最右邊，您會看到一列“細分”。 這樣一來，您就可以細分廣告系列，以查看每個受眾特征的效果。

Screenshot by author.作者截圖。

The big three that I focus on to lower CPM costs and improve conversion rates and overall results are age, sex, country. What you’ll often notice is there’s an inverse effect between CPM and conversions.

我主要關注的是降低CPM成本和提高轉化率的三大要素，總體目標是年齡，性別，國家/地區。 您經常會注意到，每千次展示費用和轉化次數之間會產生反作用。

For example, a lot of eastern European countries will have lower CPM, but you’ll find they rarely convert.

例如，許多東歐國家的每千次展示費用較低，但您會發現它們很少轉換。

Screenshot by author.作者截圖。

The countries I generally stick to for maximum conversions are the United States, Canada, United Kingdom, and Australia. Of these four, you’ll find that Canada is the cheapest, with the best conversion rates, but I generally start with these four and optimize from there. I find that I’ll often be left with the United States and Canada, depending on the home country of the company’s operations.

我通常會堅持最大轉換的國家是美國，加拿大，英國和澳大利亞。 在這四個指標中，您會發現加拿大是最便宜的，轉化率最高，但是我通常從這四個指標開始，然后從那里進行優化。 我發現我經常會留在美國和加拿大，具體取決于公司業務所在的國家/地區。

Screenshot by author.作者截圖。

Depending on your brand and product line, you’ll find one of the genders generally have a better reaction to your ads. If money is limited, you’ll definitely want to focus on one gender before scaling up.

根據您的品牌和產品線，您會發現其中一種性別通常會對您的廣告產生更好的React。 如果資金有限，您肯定會在擴大規模之前專注于一種性別。

Screenshot by author.作者截圖。

With ages, you’ll definitely notice an inverse effect on CPM and conversion rates. The 18–24 age group rarely clicks or buys products directly from Facebook, making them one of the cheapest CPM groups. On the flip side, 55+ is usually the most expensive, but they’re not always the best buyers (depending on your product).

隨著年齡的增長，您肯定會注意到對每千次展示費用和轉化率的負面影響。 18-24歲年齡段的用戶很少點擊或直接從Facebook購買產品，因此成為CPM最便宜的群體之一。 另一方面，55 +通常是最昂貴的，但它們并不總是最好的購買者(取決于您的產品)。

Beyond this, there are a lot of other ways to lower CPM, but I tried to steer clear of ways to reduce CPM that would impact your cost per acquisition or sales since the goal of e-commerce is to generate as much revenue as possible.

除此之外，還有很多其他降低CPM的方法，但是我試圖避免降低CPM的方法，因為這將使電子商務產生更多的收入，因此這會影響您的每次購買或銷售成本。

If there’s anything I missed, or you have any questions, I’d love to hear them!

如果有什么我想念的，或者您有任何疑問，我很想聽聽他們的意見！

翻譯自: https://medium.com/better-marketing/how-to-reduce-your-facebook-cpm-for-ecommerce-2c1438d94223

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