Black Friday CPMs: stop staring at the price tag
Every year, without fail, someone asks: "So how much are CPMs going up this time?" Honestly, it's become a seasonal tradition. Like mince pies appearing in shops in September.
Here's the truth. Over Black Friday and Cyber Monday, every brand on Meta is shouting about discounts at the same time, so yes, costs are going up. So far this November, we're seeing CPMs up 12% year on year on average across 16 ad accounts, and that's looking at sales objective, bottom-of-funnel campaigns alone.