Reach-Focused Facebook Advertisers: Don’t Go Chasing Waterfalls ... or CPMs

Advertisers can’t game Facebook’s marketplace, but many continue to fall into the trap of focusing campaign planning around a CPM goal.

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A Wired article in the fall did a great job explaining the economics behind Facebook’s advertising auction and how they support the platform’s goal of delivering the most relevant content possible and, in turn, providing advertisers with more value than any other digital marketplace.

Advertisers can’t game Facebook’s marketplace, but many continue to fall into the trap of focusing campaign planning around a CPM goal.

Optimization isn’t just rebudgeting toward your lowest-cost campaigns, it’s about understanding how each component of a campaign contributes to its performance, and knowing how to maximize their efficiency.

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