5 Ways to Lower Your Meta Ads CPM
Improve ad relevance and engagement to reduce CPMs and stretch your budget further.
Why This Matters
High CPMs eat into your margins and reduce the volume of traffic you can afford. Meta rewards engaging ads with lower costs, so improving quality directly impacts your bottom line.
How To Implement
1. Use video content: Videos typically have 20-30% lower CPMs than static images.
2. Improve hook rate: Capture attention in the first 3 seconds to boost engagement scores.
3. Expand your audience: Broader targeting reduces competition and lowers costs.
4. Refresh creatives regularly: Ad fatigue increases frequency and CPMs. Swap creatives every 2-3 weeks.
5. Test different placements: Reels and Stories often have lower CPMs than Feed placements.
Pro Tip
Check your 'Hook Rate' (3-second video views ÷ impressions) in Ads Manager. Aim for 25%+ to signal high relevance to the algorithm.
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