As you can see above, during Q4, there was a lot of change in the B2B market.
You should first check your ad spending from mid-November through mid-December to ensure that it's at a rate that's appropriate for the time of year.
CPM peaks on BFCM during mid-November, and CPM hits the yearly average around December 15.
It is best for B2B ad accounts to reduce budgets from mid-November to mid-December and then accelerate from December 15 onwards.
