Three ways to lower your Facebook ad costs: turn off Audience Network to reduce ad frequency, disable Advantage+ audience and broaden your targeting, and kill placements with high CPMs while keeping the cheap ones.
If you're struggling with high CPMs inside of your paid ads, I want to give you a few simple tips that you can do to get rid of those high CPMs. Okay, first things first is when you're in the Ads Manager, and this is for Facebook specifically, and you're at the placement section down here, make sure you turn off Audience Network. I've found that if you have Audience Network on, it can keep redelivering it to the same people over and over and over again, driving up your frequency and driving up your CPMs. The next thing I'd recommend doing is turning off the Advantage+ audience right here and trying to go a little bit broader to still let the algorithm do its thing. But I've noticed that the Advantage+, since it's newer, isn't always the best option. And finally, back to placements again. If you notice once you're running a few ads that certain placements are getting you cheaper results or cheaper CPMs, act on that. Turn off some of these placements and you'll notice a lot lower CPMs from doing this and all the other things that I just mentioned.
