Why Are Facebook Ad Prices Spiking — And What Can Advertisers Do About It?

With high CPMs on Facebook, advertisers need to diversify their advertising efforts and rely more on first-party data to target audiences. Here’s a look at what’s been happening on Facebook and what advertisers can do about it.

What Are The Best Options For Advertisers That Want To Diversify Because Of Higher Facebook Ad Prices?

Facebook impression costs started rising considerably in 2020, and most advertisers felt the pain immediately. Amber Paul, senior vice president of distribution at DMS, said, “While waiting for Facebook prices to go down, definitely diversify across other social media platforms. For example, Snapchat is great, and people think it’s just for younger users, but that isn’t the case. Pinterest and TikTok are other good choices.”

Paul also urges advertisers to be smart when finalizing creative, leaving nothing up to chance while still staying agile. “Advertisers should invest in having landing pages that are ready to go, that are flexible enough to work with different brands, structured and formatted so that you can pivot to auto insurance or home-related [offers] or whatever you need. And, keep in mind all the details when building out ads, including shipping and holiday schedules — every small detail really matters right now.”

Digital Media Solutions (DMS) can help advertisers diversify campaigns and scale customer acquisition while de-risking media spend with performance advertising solutions. Contact DMS to learn more.

How Can First-Party Data Help Advertisers Achieve Better Results On Facebook?

First-party data allows advertisers to better target audiences and to avoid the competitiveness of the audience categories that many advertisers try to engage. The DMS toolset, inclusive of first-party data, proprietary technology and expansive media reach, helps advertisers reach the right audience with the right message at the right time on Facebook and across digital channels.

Navigating campaign optimization to adjust for pricing fluctuations on Facebook, and across social media platforms, is likely to be an ongoing puzzle for many advertisers. By diversifying, and maximizing first-party data, advertisers can build more efficient, more effective campaigns.

Do You Need To Diversify Away From Facebook?

Digital Media Solutions^®can help. Leveraging our toolset, DMS helps advertisers diversify their media mixes, expand their customer acquisition campaigns and de-risk media spend. Contact DMS today to learn more about our digital performance advertising solutions.