Advertising on Facebook already can be such a rollercoaster. But during the holidays, you may notice that your ad spend isn't as fruitful as it was during the rest of the year.

This isn't just you! The stats tell the same story.

In fact, CPMs (Cost Per 1000 Impressions) rise about 10-15% from Black Friday - December 7th. Not terrible. The real hike comes from December 8th - December 25th, when advertisers see an increase of 30-40% in CPMs! That'll really turn you into a Scrooge.

These numbers are for non-ecommerce advertisers. The ecom world of advertising is just as (if not more) competitive during this time, for obvious reasons. So what should you do?

If you're already working with a shoe string "little guy" budget, pausing your ads or scaling them back for a few weeks in December might be worth your consideration.

CPMs almost instantly drop back to normal on December 26th. This is when non-ecom advertisers get to have their fun.

So, don't panic if your results have dropped. Just hold tight and know that it'll pass.