Due to its vast reach and targeting capabilities, Facebook has become a go-to platform for businesses looking to advertise their products and services. Facebook ads are an effective way to promote your brand, increase website traffic, and generate leads.
However, one of the most common we get asked at The Social Ads Squad is, “How much do Facebook ads cost?”
The cost can vary greatly depending on a number of factors, including the target audience demographics, type of ad, ad placement, ad objective, and bid strategy. In this blog post, we’ll take a deeper look at how much they cost, and what factors affect the cost, so that you avoid wasting your cash.
By the end, you should have a better understanding of how much Facebook ads cost, what to budget and how to make the most out of your advertising budget.
Factors that Affect Facebook Ads Cost
There are several factors that can affect the cost, including:
- Target audience demographics: The cost of Facebook ads can vary depending on the characteristics of the audience you are trying to reach. For example, targeting a specific age group or location will generally cost more than targeting a broad audience. Additionally, targeting specific interests or behaviors can also affect the cost.
- Type of ad: The type of ad you choose to run can also affect the cost. Image and video ads tend to be more expensive than carousel or single image ads. Additionally, video ads with sound on tend to be more expensive than video ads with sound off.
- Ad placement: The placement of your ad can also affect the cost. Ads that appear in the news feed tend to be more expensive than ads that appear in the right column or in Stories.
- Ad objective: The objective of your ad campaign can also affect the cost. For example, a conversion campaign will generally cost more than an awareness campaign because you’re paying for intent not just awareness.
- Bid strategy: The bid strategy you choose can also affect the cost of your ads. A manual bid strategy allows you to set a specific bid amount for your ad, while an automatic bid strategy uses Facebook’s algorithm to determine the optimal bid amount.
It’s important to note that these factors can interact with each other and can affect the cost of Facebook ads differently based on the campaign and audience you are targeting. Ideally, any campaigns you set up need to segment as many of these combinations as you can afford so that you can see the difference in cost.
Facebook has its own auction system to determine the ad’s position and cost, which means that multiple factors can affect the final cost of the ad too.
We also find that time of year can be a big factor too. There are so many more advertisers using the channel in November/December due to Black Friday and Christmas sales, so it’s typical for the costs to go up as the bid for space goes higher due to demand.
Average Cost of Facebook Ads
The average cost of campaigns can vary depending on the type of ad and the industry it is targeting.
One commonly used pricing model is cost per click (CPC), where you pay each time a user clicks on your ad.
Another pricing model is cost per thousand impressions (CPM), where you pay for every 1,000 times your ads are shown.
Another pricing model is cost per action (CPA), where the advertiser pays only when a user takes a desired action such as making a purchase or signing up for a newsletter.
The average cost of Facebook ads can also vary based on the industry and ad objective.
For example, the average CPC for the retail industry is around £0.22, while the average CPC for the finance industry is around £0.32. Similarly, the average CPM for the travel industry is around £5.80, while the average CPM for the technology industry is around £9.14.
It is also important to note that the average cost of Facebook ads can vary depending on the ad objective.
For example, the average CPC for website clicks is around £0.28, while the average CPC for lead generation is around £0.86. Additionally, the average CPM for video views is around £7.42, while the average CPM for link clicks is around £5.41.
In conclusion, the average cost can vary depending on the pricing model, industry, and ad objective. When running ads you should consider these factors when creating and budgeting your campaigns, and test accordingly.
How to Reduce Facebook Ads Cost
Reducing the cost of Facebook Ads is an important goal so that you avoid paying more than you have to.
By targeting the right audience, optimising your ad creative, using bid strategy, and using conversion optimisation, you can lower your advertising costs while still achieving your desired results, whatever that may be.
First, targeting the right audience is crucial and making mistakes here is something we see a lot at The Social Ads Squad.
By identifying and targeting specific demographics, interests, behaviors and more, you can ensure that your ads are reaching the people most likely to be interested in your products or services. This can lead to a higher conversion rate and a lower cost per conversion.
Target the wrong people, then you could be throwing your money away. Audience research and understanding objective is key before you even press go on your campaign.
Second, optimising your ad creative can also help reduce cost.
By creating visually appealing and engaging ads, that explain what you sell and how you can help in as quick a way as possible, you can increase the likelihood that users will engage with your ads. A
Additionally, using A/B testing to determine which ad creative resonates most with the target audience can help to improve the performance of the ads and lower costs.
Third, using bid strategy effectively.
By setting a maximum bid for each ad, you can ensure you are not overspending and using automated bid strategies such as “lowest cost” or “target cost” can you achieve your desired results at the lowest possible cost.
Finally, using conversion optimisation can help reduce the cost by identifying which elements of your ads are driving conversions and which are not.
By analysing data such as click-through rates and conversion rates, you can make informed decisions about how to improve your ads and lower the costs.
In summary, the cost of Facebook Ads can vary depending on a number of factors such as the pricing model, industry, and ad objective and you should consider all of these when creating and budgeting your ad campaigns.
Additionally, you can reduce the cost by targeting the right audience, optimising ad creative, using bid strategy, and using conversion optimisation.
It’s an ongoing process that requires advertisers to continuously monitor your ad campaigns, the data, and make adjustments. It helps having a trusted partner (like us!) to help you do this.
With the right strategies and tools, you can effectively reach your target audience and achieve your goals while keeping the ad costs under control.