This detailed analysis delves into the paid media benchmarks for the Cosmetics, Personal Care, Apparel, and Home Decor industries across Meta, Google Ads, and TikTok. The insights presented are a snapshot of the advertising landscape, to help you make informed campaign decisions.
Cosmetics
Meta Ads
Insights:
- In October 2023, the cost per thousand impressions (CPM) for cosmetics ads was $11.7, indicating a 14% decrease from October 2022 and a 2% increase from September 2023.
- The return on ad spend (ROAS) in October 2023 was 1.62, representing a 15% drop from October 2022 but a 2% improvement from September 2023.
- The conversion rate for cosmetics brands in October 2023 stood at 4.0%, reflecting an 11% decline from October 2022 but a 2% rise from September 2023.
Google Ads
Insights:
- In October 2023, the CPM for cosmetics brands was $12.7, indicating a 1% decrease compared to October 2022 and a 5% increase compared to September 2023.
- The ROAS in October 2023 was 3.77, reflecting a 22% decrease compared to October 2022 but a 4% increase compared to September 2023.
- The conversion rate for cosmetics brands in October 2023 stood at 4.5%, showing no change compared to October 2022 and no change compared to September 2023.
TikTok Ads
Insights:
- In October 2023, the CPM for cosmetics brands was $12.3, indicating a 47% decrease from October 2022 and a 17% increase from September 2023.
- The ROAS for cosmetics brands in October 2023 was 1.62, reflecting a 15% decline compared to October 2022 but a 2% improvement from September 2023.
- The conversion rate for cosmetics brands in October 2023 stood at 3.9%, indicating a substantial 63% decrease from October 2022 but a notable 5% increase from September 2023.
Last 12 Months Average CPM by Paid Media Platforms
| Month | CPM Meta | CPM Google | CPM Tik Tok |
| 6/2022 | $18.5 | $10.6 | $7.0 |
| 7/2022 | $17.2 | $10.8 | $7.8 |
| 8/2022 | $17.2 | $11.7 | $7.6 |
| 9/2022 | $16.5 | $12.0 | $9.2 |
| 10/2022 | $17.0 | $11.3 | $10.4 |
| 11/2022 | $19.5 | $16.1 | $12.4 |
| 12/2022 | $16.8 | $14.3 | $8.4 |
| 1/2023 | $12.1 | $11.9 | $7.6 |
| 2/2023 | $14.2 | $12.8 | $8.2 |
| 3/2023 | $14.5 | $11.5 | $9.2 |
| 4/2023 | $15.0 | $12.0 | $8.2 |
| 5/2023 | $13.6 | $12.1 | $9.4 |
| 6/2023 | $12.5 | $10.6 | $11.6 |
| 7/2023 | $12.9 | $12.0 | $8.0 |
| 8/2023 | $14.4 | $12.7 | $12.1 |
| 9/2023 | $11.4 | $13.8 | $10.5 |
| 10/2023 | $11.7 | $15.0 | $12.3 |
Personal Care
Meta Ads
Insights:
- In October 2023, the CPM for Personal Care was $12.2, representing a 15% decrease compared to October 2022 and no change from September 2023.
- The ROAS for Personal Care in October 2023 was 1.44, indicating a 16% decrease from October 2022 but a 3% increase from September 2023.
- The conversion rate for Personal Care in October 2023 stood at 3.9%, with no change from October 2022 and a 5% increase from September 2023.
Google Ads
Insights:
- In October 2023, the CPM for Personal Care was $14.9, representing a 4% decrease compared to October 2022 and no change from September 2023.
- The ROAS for Personal Care in October 2023 was 3.24, indicating a 17% decrease from October 2022 but a 1% increase from September 2023.
- The conversion rate for Personal Care in October 2023 stood at 4.4%, reflecting a 2% decrease compared to October 2022 and a 4% increase compared to September 2023.
TikTok Ads
Insights:
- In October 2023, the CPM for Personal Care was $8.5, indicating a 2% decrease compared to October 2022 and a 5% increase compared to September 2023.
- The ROAS for Personal Care in October 2023 was 3.24, reflecting a 10% decrease compared to October 2022 but a notable 15% increase compared to September 2023.
- The conversion rate for Personal Care in October 2023 stood at 2.4%, showing an 8% decrease compared to October 2022 but a substantial 31% increase compared to September 2023.
Last 12 Months Average CPM by Paid Media Platforms
Apparel
Meta Ads
Insights:
- In October 2023, the cost per thousand impressions (CPM) for apparel was $9.6, marking a 12% decrease compared to October 2022 and a 2% increase compared to September 2023.
- The return on ad spend (ROAS) for apparel in October 2023 was 2.44, indicating a 1% decrease compared to October 2022 but a 2% increase compared to September 2023.
- The conversion rate for apparel in October 2023 stood at 2.0%, indicating a 9% decrease compared to October 2022 but a 5% increase compared to September 2023.
Google Ads
Insights:
- In October 2023, the cost per thousand impressions (CPM) for apparel remained constant at $11.0, showing no change compared to October 2022 and an 11% increase from September 2023.
- The return on ad spend (ROAS) for apparel in October 2023 was 3.73, with no change compared to October 2022 and a 16% increase from September 2023.
- The conversion rate for apparel in October 2023 stood at 2.7%, with no change compared to October 2022 and a 13% increase from September 2023.
TikTok Ads
Insights:
- In October 2023, the CPM for apparel was $8.4, indicating a substantial 32% decrease from October 2022 and a 10% increase from September 2023.
- The ROAS for apparel in October 2023 was 2.44, reflecting a slight 1% decrease from October 2022.
- The Conversion Rate for apparel in October 2023 stood at 2.7%, showing a significant 50% decrease from October 2022 and a 29% increase from September 2023.
Last 12 Months Average CPM by Paid Media Platforms
Home Decor
Meta Ads
Insights:
- In October 2023, the CPM for Home Decor was $9.3, marking a significant 25% decrease from October 2022 and an 11% increase from September 2023.
- The ROAS for Home Decor in October 2023 was 2.89, indicating a 12% decrease from October 2022 but a notable 9% increase from September 2023.
- The Conversion Rate for Home Decor in October 2023 stood at 3.1%, showing a substantial 158% decrease from October 2022 and a remarkable 182% increase from September 2023.
Google Ads
Insights:
- In October 2023, the CPM for Home Decor stood at $11.1, showing a modest 4% decrease from October 2022 and a slight 1% increase from September 2023.
- The ROAS for Home Decor in October 2023 was 4.25, indicating a notable 16% decrease from October 2022 but an 8% increase from September 2023.
- The Conversion Rate for Home Decor in October 2023 was 1.4%, remaining unchanged compared to October 2022 and a significant 13% increase from September 2023.
TikTok Ads
Insights:
- In October 2023, the CPM for Home Decor was $4.7, indicating a 4% decrease from October 2022 and a significant 34% increase from September 2023.
- The Conversion Rate for Home Decor in October 2023 was 4.00%, showing a 14% decrease compared to October 2022 and a notable 38% increase compared to September 2023.
Last 12 Months Average CPM by Paid Media Platforms
Conclusion
While each platform offers unique opportunities, understanding industry benchmarks is crucial for optimizing advertising strategies. Staying informed and responsive to the ever-changing metrics is essential for sustained success in the digital marketing realm.
*References: Varos, TikTok.
