Several factors can affect the CPP of a campaign, including: The advertising medium: Different media types may have varying costs and performance metrics, which can influence the CPP. Audience targeting: Campaigns targeting specific demographics or niche markets may have a higher CPP due to the increased cost of reaching these audiences. Ad placement and timing: The cost of advertising can vary depending on the placement, time of day, or day of the week, which can impact the CPP. Creative quality and message effectiveness: The success of an advertising campaign depends on the quality of the creative and the resonance of the message with the target audience. A poorly executed campaign may achieve fewer points, resulting in a higher CPP. Market competition: A highly competitive advertising landscape can drive up media costs, leading to a higher CPP.