Optimized Cost Per Mille Ads

Optimized Cost Per Mille allows you to prioritize your marketing goals, then automatically deliver ads towards these goals in the most effective way possible. Specify goals in absolute values, such as how much you value the fulfillment of a particular goal. These values are not bids. These values should be the value you place on an outcome.

An alternative to optimized CPM is Cost Per Action, which lets you specify conversion events and get charged by the amount of conversions. CPM and optimized CPM ads are different, since they charge per impressions served on the site.

How It Works

We automatically bid on your behalf, constrained by your defined campaign budget. The dynamic bids enable you to to capture the highest-value impressions for your goals, and you should expect total ROI for a campaign to exceed that of a CPC or a traditional CPM campaign.

Optimize your campaigns by defining the ad set's optimization_goal.

Optimized CPM for Mobile App Installs is only available if the application has reported an install event in the last 28 days via the Facebook SDK or a mobile measurement partner.

Create an optimized CPM ad

The ad set object contains bid information. To create an optimized CPM ad:

curl \
  -F 'name=My Ad Set for optimized CPM' \
  -F 'billing_event=IMPRESSIONS' \
  -F 'optimization_goal=LINK_CLICKS' \
  -F 'bid_amount=150' \
  -F 'campaign_id=<CAMPAIGN_ID>' \
  -F 'daily_budget=1000' \
  -F 'targeting={"geo_locations":{"countries":["US"]}}' \
  -F 'status=PAUSED' \
  -F 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/v25.0/act_<AD_ACCOUNT_ID>/adsets

When you do this, these fields must follow the restrictions below:

Name	Description
`billing_event`	You must set to `IMPRESSIONS`.
`optimization_goal`	Set to what action you want to optimize.
`bid_amount`	Value you place on the optimization goal, specified in cents.

See Validation Best practices for ad units that support optimized CPM bidding.

Budget and Pricing

An Optimized CPM campaign must have a budget. The ad system bids on each impression on your behalf, bidding high when the impression is likely to work for your goals, and bidding low when it’s unlikely to work for your goals.

Keep in mind that this dynamic enables you to capture the highest-value impressions for your goals, and you should expect the total ROI on the campaign to surpass your traditional CPC or CPM campaign. Note that stats for each of the goals are provided in Ads Manager and in the API, so you can check your ad's performance and gauge the success of a campaign, based on your goals.