Let's talk about the drastic changes of QUALITY traffic on Meta

Let's talk about the drastic changes of QUALITY traffic on Meta... WARNING : very LONG but value-packed post below 👇🚀 How do the dynamic factors of PRICE of traffic (CPM), audience, and competitors work in the auction?.... Have you heard the phrase, "premium traffic" before when it comes to paid ads? There are three main examples I give when explaining this: 1️⃣ You know there are some people who have NEVER bought anything from an ad, right? There are groups of people who always click on ads, but have literally never bought. There are people who ALWAYS BUY. And there are people who have occasionally bought things. All of these people exist in your chosen audiences on Meta. Sooooo.....which people are your ads showing to right now? (keep reading for more clarity) 👇 2️⃣ People who have been scrolling for HOURS tend to be more glazed over compared to someone scrolling for 2 minutes. The top ad spots in the scroll tend to be more PREMIUM when it comes to driving action. The news cycle also contributes to this (positive news >> more action, negative news >> less action.) 3️⃣ Meta knows when people have been engaging with certain content... aka people "in the market" so to speak for certain products. Imagine someone scrolling through different bathing suit company's Instagram's after looking through travel photos in Bali in February. Suddenly, this person has become PREMIUM for bathing suits compared to the person who has been looking at ski lodges. NOW>>> How does this work with you versus your competitors in an auction? 👉The higher the quality, the higher the conversion rate. (the actual CPM is sometimes lower and sometimes higher) 👉The lower the quality, the lower the conversion rate. (the actual price is sometimes lower and sometimes higher) 😳 😳 😳 You can have the SAME EXACT AUDIENCE with the SAME EXACT CPM as your competitors, but be accessing drastically lower quality or drastically higher quality traffic. ❓How do you know where you are on the spectrum? ✅ Your conversion rate! ❓How can start getting access to better quality?? ✅ Better action rates : Click through rates, engagement rates, bounce rates, time on site, conversion rates, etc.... Meta tracks and encompasses ALL OF THIS into the live auction to decide who gets the best traffic when. Hopefully this was helpful 😂