Introduction to Navigating Ad Costs
Why do some Facebook Ads cost more to reach users on mobile than on desktop?
For e-commerce advertisers, understanding these cost-per-mille (CPM) differences can be the key to more efficient ad spend and better campaign results.
Facebook Ads is a top choice for e-commerce marketing, offering distinct ad experiences across mobile and desktop devices. But as consumer behavior shifts, so do the factors that influence CPM. Let’s take a closer look at what these factors are:
What Factors Influence Facebook CPM?
- Supply and Demand
- Customer Experience
- Relevance Score
- Audience Targeting
- Estimated Action Rates
- Bidding Strategy
- Seasonality
- Ad Quality and Engagement
- Competitive Landscape
- Economic Conditions
And here’s a closer look at how user behavior and platform trends impact ad costs on mobile versus desktop.
The Role of Mobile and Desktop in E-Commerce Facebook Usage
E-commerce customers use Facebook on mobile and desktop in unique ways.
To explore additional resources on our mobile and desktop comparison, please visit the links below:
📚Optimizing Ads for Desktop vs Mobile Users
📚Mobile vs. Desktop CTR Trends: User Behavior & Ad Performance
Mobile often takes center stage for users to quickly browse products, catch deals, and casually discover new brands. The desktop, however, tends to be used for more intentional shopping experiences—think of those who dive into detailed product research or browse multiple tabs to compare options.
In e-commerce, this behavior is crucial to consider. The convenience of mobile often results in higher engagement, making mobile ads prime real estate on Facebook. Meanwhile, desktop ads can be optimized to hold user attention longer, appealing to those looking for a deeper shopping experience.
This makes both mobile and desktop valuable but in distinct ways that impact Facebook ad strategies.
How User Behavior Shapes CPM in Facebook Ads
User behavior impacts CPM rates differently on mobile and desktop devices.
Key factors like age, interests, and location play a role in engagement. For example, younger audiences may be more mobile-centric, scrolling quickly and preferring short-form content.
In contrast, older audiences might be more likely to use desktops for shopping, where they’re more patient and receptive to detailed ads.
Additionally, user habits differ: Mobile users may be quicker to engage with visuals but have shorter attention spans, impacting ad format choices and costs. On desktops, where users might spend more time viewing content, advertisers can share richer, more narrative-driven ads without facing as steep CPMs.
By tapping into these behavior-based insights, e-commerce advertisers can optimize CPM while making sure ads are suited to each platform.
Current CPM Trends for E-Commerce Ads on Facebook
In Q4 2024, CPM trends indicate that mobile CPMs are often higher than desktop CPMs for e-commerce Facebook ads.
This is largely due to mobile’s high user engagement and the prevalence of mobile-first shopping behaviors. Many consumers now prefer browsing and purchasing directly on their smartphones, making mobile ad placements more competitive—and therefore, pricier.
Desktop CPMs, however, may be more affordable, though they still provide value for certain ad goals, such as detailed product descriptions or complex visuals. Advertisers who balance their spending between mobile and desktop can potentially increase the reach and effectiveness of their ads without breaking the bank, especially when targeting users likely to engage on a given device.
Impact of Different User Behaviors on Ad Types
Optimizing Facebook ads for mobile versus desktop requires an understanding of these behavior differences. For mobile, ads benefit from concise messaging, eye-catching visuals, and interactive features like carousels or videos, which cater to short browsing sessions. By focusing on quick engagement, e-commerce brands can attract mobile users without exceeding CPM budgets.
On desktop, however, CPMs might be lower, allowing advertisers to explore more immersive storytelling. For example, advertisers might showcase an extended brand story, in-depth product details, or engaging blog links. This type of content has a greater impact on desktop, where conversions can be higher due to the longer interaction time, making desktop ads an opportunity for more thorough product showcases.
Mobile vs. Desktop CPM Trends 2025 Predictions
- Continued Growth of Mobile Advertising: Mobile ad spending is projected to reach approximately $400 billion by 2025, reflecting the ongoing shift towards mobile platforms.
- Higher Mobile CPMs: As of 2024, mobile CPMs are expected to continue rising, with averages around $10 to $15 for mobile ads compared to $5 to $10 for desktop ads.
- Mobile User Base Expansion: The number of global smartphone users is anticipated to surpass 7.7 billion by 2028, indicating a growing audience for mobile advertising.
- Increased Engagement on Mobile: Mobile ads are likely to maintain higher engagement rates, with conversion rates estimated to be 2-3 times higher than those on desktop.
- Shift in Advertising Strategies: Advertisers will increasingly focus on optimizing mobile ad experiences, leveraging AI Ads and advanced targeting techniques to enhance effectiveness.
- Impact of Voice Search and AI: The rise of voice search technology and AI-driven personalization is expected to further influence mobile ad performance and CPM trends.
- Regional Variations: Growth in mobile advertising is predicted to be particularly strong in regions like Asia-Pacific and Latin America, where mobile adoption rates are rapidly increasing.
- Desktop Remains Relevant: While mobile continues to grow, the desktop is expected to retain importance for complex transactions, with higher average conversion rates.
- Ad Format Evolution: Video and interactive ad formats on mobile are projected to drive higher CPMs due to their effectiveness in capturing user attention.
- Regulatory Changes Impacting CPMs: Ongoing privacy regulations may affect targeting capabilities, potentially leading to fluctuations in CPM rates across both mobile and desktop platforms.
Emerging Trends and Technologies Affecting Facebook CPMs
Several new trends and technologies influence CPM on Facebook, especially for e-commerce ads.
AI-driven ad personalization, for instance, lets brands target specific demographics on mobile versus desktop, refining CPM efficiency. Facebook’s Shops feature also brings unique opportunities, especially on mobile, where users are more likely to purchase directly in-app.
Other immersive ad types, like video and carousel formats, have become increasingly effective at capturing user attention, especially on mobile. Staying updated on these advancements helps advertisers leverage them to optimize ad costs and reach, aligning strategies with user preferences on each device.
Strategies to Optimize CPM on Mobile and Desktop for E-Commerce
E-commerce advertisers can maximize ad performance by tailoring strategies for each device. Conducting A/B testing on Facebook to assess engagement by device is a valuable way to identify what works best on mobile and desktop.
For instance, running tests on carousel ads versus static images on mobile can reveal how users respond, helping advertisers make more informed, CPM-friendly choices.
Another key tactic is to create mobile-first experiences. Mobile users, especially, expect smooth and quick interactions, so optimizing ads to be mobile-friendly can boost CPM results. Analyzing ad reports regularly allows advertisers to fine-tune based on device-specific performance metrics, keeping CPMs optimized and ad experiences positive.
Conclusion
Navigating mobile vs. desktop CPM trends on Facebook is crucial for e-commerce brands looking to maximize their ad spend. By understanding user behavior and the unique ad dynamics on each device, advertisers can create campaigns that are both cost-effective and impactful. Balancing mobile’s high engagement potential with desktop’s storytelling opportunities helps e-commerce brands engage diverse audiences while managing CPM. In 2025, these insights can drive more precise ad strategies, ensuring each dollar spent contributes to a successful and sustainable campaign.
