- how I halved CPM after a dramatic budget reduction.
- how to avoid worldwide targeting traps and saving your money.
- which invisible factors can cause CPM and how to analyze them with Facebook Marketing API.
In the end, I am going to share my "Exclusive Scaling Secret".
All you need is to read till the end.
Scaling your Facebook advertising means increasing your ad spend while maintaining a positive return. To help you successfully transition from a $50 daily ad spend to $500, there are tons of great strategies and tactics on the Internet. But sometimes you need to decrease your daily budget for campaigns or groups.
I used to decrease the daily budget for unprofitable but still promising campaigns. It's more about my inability to admit my own mistakes or my excessive faith in the future. It's difficult to say goodbye to a campaign that used to be successful and I tend to give it a second chance limiting my daily losses. I am not sure if it is a good strategy or not, but it helped me to discover some interesting features of the Facebook Ad delivery system. I noticed the findings because of my campaign management habit — I used to have a "changelog". It is a text file, where I put all important changes and analyze them over time. It takes a lot of time but is essential for successful accounts. It helps me to figure our efficient Principles of Facebook Advertising and, even more important, to improve them over time.
A couple of words about the analysis, Facebook Ads Manager, and Ads Reporting cover 80% of data needed, but sometimes I use RStudio to get more data from Facebook Marketing API and build custom reports.
Let's jump to the case that confused me so much.