How does the eCPM calculation differ within both campaigns?

Your client is interested in running a campaign with a video, but they are still not 100% sold on running Facebook ads.

Given their skepticism, they would like you to run multiple campaigns, with the same video content but the following campaign objectives:

✑ Optimization goal for impressions

✑ Optimization goal for video views

So you need to run an optimization goal for impressions and another one for video views.

You will then be able to compare both campaigns through the eCPM metric.

How does the eCPM calculation differ within both campaigns?

Select all that apply. Choose ALL answers that apply.
A . The eCPM for the impression campaigns will only take into account the advertiser bid per impression.
B . The expected CPM can’t be compared between the impressions and video views campaigns.
C . The eCPM for the video view campaign will include an additional component of the estimated click-through rate.
D . The eCPM for the video view campaign will include an estimated conversion rate calculated by Facebook.

View Answer

Answer: A,C,D

Explanation:

Facebook converts all campaigns into an effective CPM (eCPM) to enable comparison between ads with different optimization goals.

There are 3 different formulas for calculating the eCPM: