This is probably the WORST boost I’ve ever done on Facebook, among tens of thousands over the years.
Facebook charged me $50 to reach less than 250 people.
That’s not to get 250 likes or even 250 views— that’s 250 people who scrolled past me in the newsfeed.
The CPM (cost per thousand impressions) on this post is a whopping $200!
But so what, you say. I’m bidding for conversions or some other metric.
Well, if the base cost of your traffic is awful, then Facebook is telling you that they don’t like your ad, so they will let you run it but at a super high cost. It’s like driving with the e-brake on.
Look at why you’re getting penalized— too sales-ish, cold audience, targeting way too small, saying something offensive, negative feedback, many ads of the same thing, frequency too high.
Watch for this signal of high CPM to spot trouble before you end up wasting a lot of money on something you thought was pretty good.
Dennis Yu
Dennis Yu is co-author of the #1 best selling book on Amazon in social media, The Definitive Guide to TikTok Ads. He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations.
You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel.
You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.
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