Facebook penalizes ads that mislead users or waste their time with higher CPMs. A full-stack audit of your ad copy, creative, and landing page ensures users actually get what they clicked for, lowering costs.
However, one big thing that people don't really think about when they're making their Facebook ads is not only how can they be compliant, but how can they actually be friendly to the user? And so Facebook can see that, okay, whenever someone clicks on this ad, goes to the destination or interacts with the ad, they're actually having a good experience. Because what can happen is if you're including things like sensational content, you're forcing people to click to go to a page and nothing really happens. You're forcing people through a rabbit hole to eventually buy something, they're gonna have a bad user experience. Facebook's gonna see that. And the way that it's gonna punish you is with high CPMs. So if you're struggling with high CPMs, one big thing I'd recommend is to audit your entire process from start to finish, the ad, the copy, what the creative is saying, and then the destination if you're sending them to a landing page.
