Comment Faire Baisser Ton CPM Meta en 2026 (GUIDE COMPLET)

Finance / Metrics Context (Marketing-Funnel Math / “ROI” framing)

• The video centers on CPM (cost per 1,000 impressions) on Meta and how it impacts an outcome metric called AOS.
• AOS is described as a product of four multiplicative metrics:
  1. CPM
  2. CTR
  3. conversion rate (CR)
  4. AOV (average order value)

CPM → AOS relationship (explicit)

• CPM acts like a denominator in the presenter’s framing:
  • If CPM doubles, then AOS divides by 2 (assuming other factors remain constant).
  • If CPM drops, then AOS increases (assuming other factors remain constant).

“Four levers” approach

• The presenter implies a four-lever framework for lowering CPM, then provides tactics for each lever.

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Instruments / Platforms / Entities Mentioned

• Meta advertising (Meta Ads; also references to “BM” and “MTA” in an auction/machine-learning context)
• BM (Business Manager): the ad account/business environment
• MTA / Meta: referenced as the system adjusting auctions based on trust/inputs
• Meta Pixel and targeting history
• Audience Network placement (toggle/check)
• CBO (Campaign Budget Optimization)
• Creators / creator partners (used as a testing angle)
• Landing pages (LPs) (used as a lever; claim that CPM can change based on LP type)

Not mentioned:

• TikTok or other platforms
• Securities/tickers/assets

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Methodology / Framework Explicitly Shared

AOS depends only on these four metrics

• AOS is influenced (in this framework) only by:
  • CPM
  • CTR
  • conversion rate (CR)
  • AOV

Because they are treated multiplicatively, changing one metric affects AOS through a multiplication/division effect.

CPM composition (presenter’s formula; not exhaustive)

The presenter provides a formula described as:

• CPM = audience × (BM trust score) × saturation identity × competition

Four levers to lower CPM (in stated order)

1. BM trust score / account environment quality
2. Creative saturation (avoid similarity; vary hooks/formats/personas)
3. Competitive pressure (bidders can raise CPM; depends on AOV/conversion response)
4. Audience setup / broad reach and not overly restrictive targeting

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Creative Testing Guidance

• Test angles that are underexploited by competitors.
• Analyze Meta libraries by impressions rather than “longest run.”
• “Copy/paste” whole winners can increase CPM; instead:
  • Import concepts from other niches.

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Key Recommendations & Cautions (Risk-Management Style)

Nuance / caution: high CPM isn’t automatically bad

• A high CPM can still be acceptable or profitable if it comes with:
  • high CTR
  • high conversion rate
  • high AOV

Goal isn’t “minimum CPM”

• The objective is better AOS / lower cost per purchase (CPA) by balancing CPM with the other AOS drivers.
• Explicit warning conveyed:
  • Don’t confuse a low CPM with “a good account.”
  • Aim to slightly lower CPM while increasing CTR, conversion rate, and AOV to raise AOS and reduce CPA.

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Step-by-Step Tactics to Lower CPM

Lever 1 — BM Trust Score

• Zero violation policy
  • Avoid Meta warnings/disapprovals (especially around “dismissers”).
  • Claim: receiving a warning can increase CPM.
• Choose BM carefully / agency caution
  • If your BM is operated by people who get GR AT (acronym unclear), CPM may be higher.
• Use verified admins
  • Only allow trusted profiles in BM; avoid profiles linked to others or with warnings.
• Use an older BM
  • Claim: older BM “always” performs better; more spend → more efficiency → lower CPM.

Lever 2 — Creative Saturation

• Vary hooks
  • Avoid too-similar creatives.
• Diversify
  • Alternate formats
  • Change personas
  • Don’t duplicate winning strategies exactly
• Use “big swings”
  • Try totally new formats/personas that competitors in the niche may not be using.

Lever 3 — Competitive Pressure

• More bidding → higher CPM, but it may still perform if:
  • AOV and conversion are higher
• Example (cosmetics):
  • Cosmetics is described as having very high CPM due to many bids on that audience,
  • but AOV and conversion are also higher, keeping outcomes acceptable.

Lever 4 — Audience / Auction Inputs

• Use broad targeting
  • The more information you give Meta, the more it can search for auctions.
• Advantage+ placements
  • Ensure Advantage+ placement is activated.
• Audience Network check (last 30 days)
  • If Audience Network is not below a threshold of 1 (threshold unclear), consider disabling it.
• Avoid overly restrictive audiences
  • Example given: targeting by age or interest
  • Claim: this increases CPM and reduces profitability.
• Exclude target audiences / build exclusion lists
  • Use exclusions with pixel-based lists for 180 days or more to help Meta find new buyers at lower cost.
• Avoid account fragmentation
  • “Fewer campaigns, more concentrated purchases.”
  • Avoid running too many campaigns.

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Additional Operational Recommendations

• Consolidate ads
  • Don’t use too many ad sets.
  • Avoid CBO with only 3 ads in an ad set.
  • Suggested volume targets:
    • 15–20 ads per ad set
    • 25 ads per ad set (stated as an ideal)
• Partnership ads + lighter ad copy
  • Lighter copy (vs brand page) can produce “crazy CTRs and conversion rates” and may change CPM behavior.
• Improve the offer
  • Claim: changing one aspect of the offer can completely change CPM and AOS.
  • If creative tweaks don’t work, try:
    • a more aggressive offer, or
    • a completely different LP
• Landing page testing
  • Claim (not proven): different LP types can produce new CPMs because Meta “learns” differently.
• Test different BMs/ad accounts
  • Claim: using the same ads / post ID / campaign across five different ad accounts can produce five different CPMs due to different audiences reached.
• Pixel cleanliness
  • Mentions unclear phrasing like “withract… elevate… triple pixel.”
  • Recommendation: keep pixel setup clean/appropriate.
• Speed optimization
  • If mobile speed is slow, improving speed can lower CPM a little.

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Key Numbers Explicitly Stated

• Audience Network evaluation window: last 30 days
• Pixel-based exclusion list duration: 180 days or more
• Posting cadence for a channel challenge: video every two days
• Ad structure targets:
  • 15–20 ads per ad set
  • 25 ads per ad set (ideal)
  • Avoid CBO ad sets with only 3 ads

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Disclosures / Disclaimers

• No explicit “not financial advice” disclaimer detected (this appears to be marketing/advertising advice, not investing advice).
• A recurring caution is present: CPM alone is not the goal—profitability depends on AOS drivers (CTR/CR/AOV).

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Presenter / Source

• Matthéo (named at the end: “It was Matthéo. See you soon.”)