{"id":2316,"date":"2021-02-01T09:00:00","date_gmt":"2021-02-01T09:00:00","guid":{"rendered":"https:\/\/karolakarlson.com\/?p=2316"},"modified":"2021-11-18T14:55:07","modified_gmt":"2021-11-18T14:55:07","slug":"facebook-ads-cost-and-bidding","status":"publish","type":"post","link":"https:\/\/karolakarlson.com\/ro\/facebook-ads-cost-and-bidding\/","title":{"rendered":"How Much Do Facebook Ads Cost \u2013 [2021 New Data]"},"content":{"rendered":"<p><strong>How much does it cost to advertise on Facebook? What are the average Facebook ads CPC (cost-per-click) and CPM (cost-per-mile)? How to succeed in Facebook ad bidding?<\/strong><\/p>\n\n\n\n<p>This article\u2019s going to answer all these questions. But first, here&#8217;s a quick answer to your question, based on research by <a href=\"https:\/\/revealbot.com\/blog\/facebook-advertising-costs\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Revealbot<\/a>.<\/p>\n\n\n\n<p>Looking at the Facebook ads cost data from <strong>April 2020 &#8211; April 2021, <\/strong>we can see that t<strong>he average Facebook ads CPC is between $0.5 &#8211; $3,5<\/strong>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"665\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2021\/04\/Average-Facebook-CPC-by-campaign-objective.png\" alt=\"Facebook ads cpc in 2021\" class=\"wp-image-5702\" srcset=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2021\/04\/Average-Facebook-CPC-by-campaign-objective.png 1400w, https:\/\/karolakarlson.com\/wp-content\/uploads\/2021\/04\/Average-Facebook-CPC-by-campaign-objective-768x365.png 768w, https:\/\/karolakarlson.com\/wp-content\/uploads\/2021\/04\/Average-Facebook-CPC-by-campaign-objective-1536x729.png 1536w, https:\/\/karolakarlson.com\/wp-content\/uploads\/2021\/04\/Average-Facebook-CPC-by-campaign-objective-2048x972.png 2048w\" sizes=\"auto, (max-width: 1400px) 100vw, 1400px\" \/><\/figure>\n\n\n\n<p class=\"has-text-align-center\">Facebook ads CPC in 2021<\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Another important Facebook advertising cost metric that many advertisers keep their eye on is the CPM \u2013 cost per 1,000 views.&nbsp;<\/span><\/p>\n\n\n\n<p><b>I<\/b>n March 2021, the <strong>average Facebook CPM was between $2 &#8211; $20.<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\" id=\"block-d0254b4a-2579-45cf-acd9-4c59019c591f\"><li><\/li><\/ul>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"2318\" height=\"1076\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2020\/03\/Average-Facebook-CPM-by-campaign-objective.png\" alt=\"facebook ad impressions cost 2021\" class=\"wp-image-5703\" srcset=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2020\/03\/Average-Facebook-CPM-by-campaign-objective.png 2318w, https:\/\/karolakarlson.com\/wp-content\/uploads\/2020\/03\/Average-Facebook-CPM-by-campaign-objective-768x357.png 768w, https:\/\/karolakarlson.com\/wp-content\/uploads\/2020\/03\/Average-Facebook-CPM-by-campaign-objective-1536x713.png 1536w, https:\/\/karolakarlson.com\/wp-content\/uploads\/2020\/03\/Average-Facebook-CPM-by-campaign-objective-2048x951.png 2048w\" sizes=\"auto, (max-width: 2318px) 100vw, 2318px\" \/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">Facebook ads CPM in 2021<\/p>\n\n\n\n<p>As you can already see from the two charts above, the Facebook ads cost can vary a lot based on your Facebook ad campaign setup.<\/p>\n\n\n\n<p><strong>After reading this article, you\u2019ll have a much better overview of:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>How much you should pay for a Facebook ad click?<\/li><li>Which Facebook ad placements have the lowest costs?<\/li><li>How to lower the cost of Facebook ads?<\/li><\/ul>\n\n\n\n<p><strong>Quick tip:<\/strong> One of the fastest ways to lower your Facebook ads cost is to improve your <a href=\"https:\/\/karolakarlson.com\/ro\/facebook-ad-campaign-structure\/\" target=\"_blank\" rel=\"noopener noreferrer\">Facebook campaign structure<\/a> and review your <a href=\"https:\/\/karolakarlson.com\/ro\/facebook-ad-metrics\/\" target=\"_blank\" rel=\"noreferrer noopener\">Facebook ad metrics<\/a>. Start with this <a href=\"https:\/\/karolakarlson.com\/ro\/facebook-ad-audit\/\" target=\"_blank\" rel=\"noopener\">Facebook ad audit<\/a> to ensure you&#8217;ve got everything set up correctly.<\/p>\n\n\n\n<p>Alright, let\u2019s start with the most burning question:<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How much does it cost to advertise on Facebook?<\/h2>\n\n\n\n<p>While there is no way to tell exactly how much you\u2019re going to pay for a click or results on Facebook, there are some benchmarks you can follow.<\/p>\n\n\n\n<p>For example, AdEspresso\u2019s <a href=\"https:\/\/adespresso.com\/blog\/facebook-ads-cost\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">research<\/a> of 2017 Q4 results shows that <strong>the average CPC on Facebook is anywhere between $0.20-$0.80.<\/strong><\/p>\n\n\n\n<p>In-between 2017-2021, the advertising costs have significantly increased. You should now be ready to pay up to $3 per ad click. (Although some ads for broad audiences still deliver $0.20 CPC, even in the US.)<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1424\" height=\"1252\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2020\/03\/facebook-ad-cost.png\" alt=\"facebook ad cost\" class=\"wp-image-5704\" srcset=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2020\/03\/facebook-ad-cost.png 1424w, https:\/\/karolakarlson.com\/wp-content\/uploads\/2020\/03\/facebook-ad-cost-768x675.png 768w\" sizes=\"auto, (max-width: 1424px) 100vw, 1424px\" \/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">The average CPC is $0.20-$0.80 \u2013 <a href=\"https:\/\/adespresso.com\/blog\/facebook-ads-cost\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Image source<\/a><\/p>\n\n\n\n<p>The cost of Facebook advertising depends on multiple factors:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Your target audience<\/li><li>The seasonality<\/li><li>Your marketing objective<\/li><li>Competition<\/li><li>Ad placements<\/li><li>Quality of your ad creatives<\/li><li><\/li><\/ul>\n\n\n\n<h4 class=\"wp-block-heading\"><b>Factor #1. The timing of your campaign<\/b><\/h4>\n\n\n\n<p><strong>When evaluating your Facebook ads cost, it\u2019s important to take into account the time of year.<\/strong><\/p>\n\n\n\n<p>For example,<strong> it\u2019s more expensive to advertise during the holidays<\/strong> when everyone is using Facebook advertising to increase sales.<\/p>\n\n\n\n<p>That\u2019s also what AdEspresso\u2019s data shows: The most expensive months for advertising are October, November, and December.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/12\/null-1.jpeg\" alt=\"cost per app install monthly breakdown\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">October, November, and December are the most expensive months \u2013 <a href=\"https:\/\/adespresso.com\/blog\/facebook-ads-cost\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Image source<\/a><\/p>\n\n\n\n<p><b>Key takeaway<\/b>;<\/p>\n\n\n\n<p>If your product\u2019s sales aren\u2019t affected by the time of year, you could spend less during the Autumn\/Winter season and allocate a higher budget to Spring\/Summer.<\/p>\n\n\n\n<p>However,<b> if the revenue you earn per sales is lower than the acquisition via Facebook ads<\/b>, you should advertise all year round.<\/p>\n\n\n\n<p>In case you&#8217;re running an online store, see this guide on <a href=\"https:\/\/karolakarlson.com\/ro\/ecommerce-facebook-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">eCommerce Facebook ads<\/a> to bring down your CPC and CPA costs.<\/p>\n\n\n\n<p>There is also a difference in your Facebook ads CPC depending on the hour of day.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/12\/null-2.jpeg\" alt=\"facebook ads cpc hourly\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">Different time of day = different CPC \u2013 <a href=\"https:\/\/adespresso.com\/blog\/facebook-ads-cost\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Image source<\/a><\/p>\n\n\n\n<p>As the above chart is taking into account the average per all ads analyzed, it doesn\u2019t reflect as well on how the cost in time depends on your product.<\/p>\n\n\n\n<p><strong>For example, when you\u2019re selling pizzas, people are more likely to be interested in your ads during lunch, dinner, and late at night. That\u2019s also when your CPC will be lower.<\/strong><\/p>\n\n\n\n<p>On the other hand, promoting B2B or <a href=\"https:\/\/karolakarlson.com\/ro\/saas-facebook-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">SaaS Facebook ads<\/a> outside of office hours is likely to make those ads\u2019 CPC higher.<\/p>\n\n\n\n<p>Here\u2019s an example of how a Facebook campaign\u2019s click-through rates and CPC changes, depending on the time of day. It\u2019s not a big difference, but when you\u2019re tight on budget, knowing your most profitable advertising times can be a life-saver.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/12\/null.png\" alt=\"facebook campaign cpc changes\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">Find your most profitable advertising times<\/p>\n\n\n\n<p>If you want to advertise only during specific times of day, you can use the custom ad schedule feature.<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/12\/null-1.png\" alt=\"facebook ad scheduling\"\/><\/figure>\n\n\n\n<p class=\"has-text-align-center\">You can set a custom schedule for your ads<\/p>\n\n\n\n<p><strong>If you\u2019re unsure what are the best times for running your Facebook ads campaign, use the automatic scheduling and let Facebook\u2019s algorithms do the heavy lifting.<\/strong><\/p>\n\n\n\n<p>You can later check your ad reports to discover which weekdays and times of day worked best.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Factor #2. Your target audience<\/h4>\n\n\n\n<p>There\u2019s a high chance you\u2019re not selling your product to the entire population.<\/p>\n\n\n\n<p>And your cost of Facebook ads will also depend on who it is you\u2019re targeting. For example, it costs less to reach people aged between 18-24 than those aged 55-64.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/12\/null-3.jpeg\" alt=\"facebook ads cpc by age range\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">What\u2019s your target audience\u2019s age? \u2013 <a href=\"https:\/\/adespresso.com\/blog\/facebook-ads-cost\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Image source<\/a><\/p>\n\n\n\n<p>Moreover, the gender of your target audience can make a big difference in your Facebook ads pricing.<\/p>\n\n\n\n<p>Surprisingly, it can cost more to attain Facebook Page likes from women than from men. This could be due to more eCommerce brands targeting women.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/12\/null-4.jpeg\" alt=\"facebook ads cost per like gender breakdown\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">Women\u2019s likes cost more \u2013 <a href=\"https:\/\/adespresso.com\/blog\/facebook-ads-cost\/\" target=\"_blank\" rel=\"noreferrer noopener\">Image source<\/a><\/p>\n\n\n\n<p><b>Key takeaway: The better you know you target audience, the easier you\u2019ll find evaluating (and lowering) the advertising costs.<\/b><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><b>Factor #3. Your Facebook ad placement<\/b><\/h4>\n\n\n\n<p>When setting up your Facebook ads campaigns, you can select automatic ad placements or pick specific channels for your ads to be shown in.<\/p>\n\n\n\n<p><strong>For quick reference, here are the currently available Facebook ad placements:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Facebook Desktop newsfeed<\/li><li>Facebook Mobile newsfeed<\/li><li>Instant Articles<\/li><li>In-stream videos<\/li><li>Facebook Desktop right column<\/li><li>Instagram feed<\/li><li>Instagram Stories<\/li><li>Facebook Audience Network<\/li><li>Facebook Messenger home<\/li><li>Messenger Sponsored messages<\/li><\/ul>\n\n\n\n<p>Read more about all the Facebook ad types and their specs here: <a href=\"https:\/\/karolakarlson.com\/ro\/facebook-ad-specs-and-size\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Facebook Ads Specs and Size (Always Up-to-date Guide)<\/a><\/p>\n\n\n\n<p>AdEspresso\u2019s data from 2016 shows that the cost-per-click of your Facebook ads variated greatly between different placements.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/12\/null-5.jpeg\" alt=\"facebook ads cost per click by placement\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">Ad placement can make a huge difference \u2013 <a href=\"https:\/\/adespresso.com\/blog\/facebook-ads-cost\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Image source<\/a><\/p>\n\n\n\n<p><strong>It looks that the Facebook Audience Network is the cheapest ad placement while <a href=\"https:\/\/karolakarlson.com\/ro\/instagram-ads-cost-and-bidding\/\" target=\"_blank\" rel=\"noreferrer noopener\">Instagram ads cost<\/a> is the highest.<\/strong><\/p>\n\n\n\n<p>However, remember that this chart only shows the cost-per-click.<\/p>\n\n\n\n<p><strong>What about the cost per conversion? Or cost per signup?<\/strong><\/p>\n\n\n\n<p>As Facebook Audience Network consists of thousands of different apps and games, there\u2019s a high chance that many clicks from that channel were accidentally made.<\/p>\n\n\n\n<p>Here\u2019s a randomly chosen campaign example that shows the number of clicks and app installs of a <a href=\"https:\/\/karolakarlson.com\/ro\/facebook-app-install-ads\/\" target=\"_blank\" rel=\"noopener noreferrer\">Facebook Mobile App Installs campaign<\/a>.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/12\/null-2.png\" alt=\"the number of clicks and mobile app installs of a campaign\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">Not all clicks turn into conversions<\/p>\n\n\n\n<p>Notice that the click-to-install conversion rate in the Audience Network is only 20.8% while in the Facebook Mobile newsfeed it\u2019s 55.4%.<\/p>\n\n\n\n<p><b>So how to choose your Facebook ad placements and lower the cost?<\/b><\/p>\n\n\n\n<p>I recommend that you run your Facebook ad campaigns with automatic placements for some time. After you\u2019ve got some results, you can exclude the placements where costs are highest.<\/p>\n\n\n\n<p>However, if the cost-per-acquisition in all placements is lower than your earnings from sales, keep all of them running to reach more people.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><b>Factor #4. Your campaign objective<\/b><\/h4>\n\n\n\n<p>When creating a new Facebook ad campaign, you can choose between many objectives.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/12\/null-3.png\" alt=\"facebook ad campaign objectives\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">Facebook offers you many objectives<\/p>\n\n\n\n<p><strong>Depending on your <a href=\"https:\/\/karolakarlson.com\/ro\/facebook-ad-goals\/\" target=\"_blank\" rel=\"noreferrer noopener\">Facebook ad goals<\/a>, you\u2019ll be paying a different amount for clicks and other types of conversions.<\/strong><\/p>\n\n\n\n<p>Usually, campaigns with broad target audiences optimized on Reach (Brand Awareness or Traffic campaigns) have lower cost per 1,000 impressions. Conversion-optimized campaigns make it more expensive to reach your audience, but the audience&#8217;s quality and engagement are also much higher. <\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"650\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2021\/04\/Average-Facebook-CPM-by-campaign-objective.png\" alt=\"\" class=\"wp-image-5705\" srcset=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2021\/04\/Average-Facebook-CPM-by-campaign-objective.png 1400w, https:\/\/karolakarlson.com\/wp-content\/uploads\/2021\/04\/Average-Facebook-CPM-by-campaign-objective-768x357.png 768w, https:\/\/karolakarlson.com\/wp-content\/uploads\/2021\/04\/Average-Facebook-CPM-by-campaign-objective-1536x713.png 1536w, https:\/\/karolakarlson.com\/wp-content\/uploads\/2021\/04\/Average-Facebook-CPM-by-campaign-objective-2048x951.png 2048w\" sizes=\"auto, (max-width: 1400px) 100vw, 1400px\" \/><\/figure>\n\n\n\n<p class=\"has-text-align-center\">Facebook ads CPM by campaign objective, 2021 data<\/p>\n\n\n\n<p>Conversion-optimized ads may seem more expensive, but they also deliver more results,<\/p>\n\n\n\n<p>This also makes perfect sense \u2013 the goal of a Reach campaign is for many people to <i>see <\/i>the ad, not click on it.<\/p>\n\n\n\n<p><strong>Tip: If your goal is to get people clicking on your ad, use the Traffic campaign objective.<\/strong><\/p>\n\n\n\n<p>When <a href=\"https:\/\/karolakarlson.com\/ro\/how-to-promote-your-blog\/\" target=\"_blank\" rel=\"noopener noreferrer\">promoting your blog articles on Facebook<\/a>, use the Engagement objective.<\/p>\n\n\n\n<p>For example, there\u2019s also a difference between the cost-per-like and cost-per-app-install.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/12\/null-4.png\" alt=\"facebook ads cost per like and cost per app install\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">Cost-per-app-install vs. cost-per-like \u2013 <a href=\"https:\/\/adespresso.com\/blog\/facebook-ads-cost\/\" target=\"_blank\" rel=\"noreferrer noopener\">Image source<\/a><\/p>\n\n\n\n<p>As you can see, the different objectives also perform at different rates depending on the placement.<\/p>\n\n\n\n<p>This is getting too confusing?<\/p>\n\n\n\n<p>We\u2019ll learn more about selecting the right objective and optimization methods in the second half of this article.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><b>Factor #5. Your ads\u2019 relevance<\/b><\/h4>\n\n\n\n<p><strong>In the end, the cost of Facebook ads comes down to THE most important factor: is your product relevant to people?<\/strong><\/p>\n\n\n\n<p>Do they want to buy it?<\/p>\n\n\n\n<p>Do they want to click on your ad to find out more?<\/p>\n\n\n\n<p>Or are they looking at your ads and thinking&#8230;<\/p>\n\n\n\n<div class=\"wp-block-image wp-image-2373 is-style-default\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"245\" height=\"160\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/12\/giphy-2.gif\" alt=\"she is driving me bananas gif\" class=\"wp-image-2373\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">These ads are soo annoying \u2013 <a href=\"https:\/\/giphy.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Image source<\/a><\/p>\n\n\n\n<p>For example, if Hired were promoting these carousel ads to marketers instead of developers, their Facebook ads cost would skyrocket while their campaign underperforms.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/12\/null-5.png\" alt=\"hired facebook ad example\" width=\"457\" height=\"428\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">This ad is relevant to developers, but not marketers<\/p>\n\n\n\n<p>Or if Teabox were targeting different ads for people liking chai vs. black tea, their ads would probably have higher click-through rates and lower cost-per-click and cost-per-conversion.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/12\/null-6.png\" alt=\"teabox facebook ad example\" width=\"445\" height=\"420\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">Chai lovers are more likely to click on this ad<\/p>\n\n\n\n<p>When analyzing 104,256 Facebook ads, <a href=\"https:\/\/adespresso.com\/academy\/blog\/facebook-ads-relevance-score\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">AdEspresso<\/a> discovered that <strong>Facebook campaigns\u2019 Relevance Score successfully predicts both the cost-per-click and click-through rate.<\/strong><\/p>\n\n\n\n<p>If your ads\u2019 relevance is high (meaning people engage with your ads), the cost-per-click will be significantly lower.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/12\/null-7.jpeg\" alt=\"facebook ads cost per click and relevance score\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">You better make your ads relevant \u2013 <a href=\"https:\/\/adespresso.com\/blog\/facebook-ads-relevance-score\/\" target=\"_blank\" rel=\"noreferrer noopener\">Image source<\/a><\/p>\n\n\n\n<p><strong>Tip:<\/strong> You can see your ads\u2019 relevance score as you break down your Facebook reports by Performance and navigate to the Ads view.<\/p>\n\n\n\n<p>What is a good relevance score?<\/p>\n\n\n\n<p>I would say it\u2019s anywhere between 5 to 10 points. However, ads with relevance score of 8-10 usually have a lower cost than the rest.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/12\/null-7.png\" alt=\"facebook ads relevance score\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">Find every ads\u2019 relevance score<\/p>\n\n\n\n<p><strong>How to increase your relevance score?<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Nail your USP \u2013<\/strong> <a href=\"https:\/\/karolakarlson.com\/ro\/advertising-rules\/\" target=\"_blank\" rel=\"noreferrer noopener\">unique value proposition<\/a><\/li><li><strong>Create eye-catching<\/strong> <a href=\"https:\/\/karolakarlson.com\/ro\/facebook-ad-design\/\" target=\"_blank\" rel=\"noreferrer noopener\">Facebook ad designs<\/a><\/li><li><strong>Make sure your<\/strong> <a href=\"https:\/\/karolakarlson.com\/ro\/instagram-ad-targeting\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">ad targeting<\/a><strong> is focused<\/strong> on the right audience<\/li><\/ul>\n\n\n\n<p>Now that you\u2019ve got an overview of some numbers and benchmarks for Facebook ads cost, let\u2019s move on and see how to set up your Facebook ad bidding.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How Facebook ad bidding works?<\/h2>\n\n\n\n<p><strong>Facebook ad bidding works like a worldwide auction where every second thousands of transactions are made.<\/strong><\/p>\n\n\n\n<p>Even while you\u2019re fast asleep, your ad campaigns are participating in hundreds of auctions that determine whether your ads will be shown to the people you\u2019re targeting.<\/p>\n\n\n\n<p>In order to win the Facebook ad auction and keep your advertising costs low, it\u2019s important to understand how the auction works. Or for that matter, how the entire Facebook ad bidding game works.<\/p>\n\n\n\n<p><b>How Facebook ad auctions work:<\/b><\/p>\n\n\n\n<p>First, you need to know that <a href=\"https:\/\/www.facebook.com\/business\/help\/430291176997542\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Facebook<\/a>\u2019s ad delivery is driven by two main goals:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Creating value for advertisers by helping them to reach the best target audience<\/li><li>Providing positive, relevant experiences for people using Facebook, Instagram or Audience Network<\/li><\/ul>\n\n\n\n<p>Read more: <a href=\"https:\/\/www.facebook.com\/business\/ads\/pricing\" target=\"_blank\" rel=\"noreferrer noopener\">Facebook&#8217;s official page about ads pricing<\/a>.<\/p>\n\n\n\n<p><b>Unlike in a traditional auction, the winner isn\u2019t the one who makes the highest monetary bid.<\/b><\/p>\n\n\n\n<p><b>It\u2019s the ad that creates the most overall value.<\/b><\/p>\n\n\n\n<p>Facebook relies on three factors to determine the winner of an auction: Advertiser Bid + Ad Quality &amp; Relevance + Estimated Action Rates<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/12\/Three20Factors20to20Determine20Facebook20Ad20Auction20Winner.png\" alt=\"three factors to determine facebook ad auction winner\" width=\"504\" height=\"262\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">This is how Facebook ad auctions work<\/p>\n\n\n\n<p><b>Advertiser bid \u2013<\/b> that\u2019s the bid you place on your ad sets. You can also use automatic bidding, so that Facebook\u2019s algorithms will determine the best amounts to bid at any given auction.<\/p>\n\n\n\n<p><b>Ad quality &amp; relevance \u2013 <\/b>your ad\u2019s relevance score isn\u2019t only important for keeping your ad. According to <a href=\"https:\/\/www.facebook.com\/business\/help\/430291176997542\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Facebook<\/a>, if your ad has got lots of negative feedback, it may decrease the ad\u2019s total value.<\/p>\n\n\n\n<p><b>Estimated action rates \u2013<\/b> The estimated action rate is a Facebook\u2019s calculated measure that shows how likely a person is to take the actions you\u2019ve optimized for. Facebook needs at least a couple of results per day to be able to estimate your campaigns\u2019 action rates. The longer your ad campaigns will run, the better Facebook can optimize them.<\/p>\n\n\n\n<p>Every time a Facebook ads auction occurs on the background, Facebook will standardize the factors and combine them into a total measure. The ad with the highest total value wins and gets delivered to people\u2019s newsfeeds.<\/p>\n\n\n\n<p><b>Key takeaway: A high bid won\u2019t guarantee your ads will win the auction, unless they\u2019re also relevant to the target audience.<\/b><\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"480\" height=\"344\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2019\/09\/giphy.gif\" alt=\"auction GIF\" class=\"wp-image-5387\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">How to win the Facebook ad auction \u2013 <a href=\"https:\/\/giphy.com\/gifs\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Image source<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How to set up your Facebook ads budget?<\/h2>\n\n\n\n<p>You can set up your Facebook campaign\u2019s budget in the in the Budget &amp; Schedule section during your campaign setup phase.<\/p>\n\n\n\n<p>Up next, we\u2019ll take a closer look at all the options you have.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/12\/null-8.png\" alt=\"facebook ads budget and schedule section\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">Go to the Budget &amp; Schedule section<\/p>\n\n\n\n<p>In the Budget section, you can select between two <a href=\"https:\/\/karolakarlson.com\/ro\/facebook-features\/\" target=\"_blank\" rel=\"noopener noreferrer\">Facebook features<\/a>:<\/p>\n\n\n\n<p><b>Option 1: Daily budget<\/b><\/p>\n\n\n\n<p>This is how much Facebook will spend on delivering your ads every day during your campaign\u2019s set dates.<\/p>\n\n\n\n<p>Note that when setting a daily budget, you\u2019re setting an average. Facebook might still spend slightly more or less each day, depending on the opportunities that arise.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/12\/null-9.png\" alt=\"facebook ads daily budget sets the average\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">$10 is the average daily expenditure<\/p>\n\n\n\n<p><b>Option 2: Lifetime budget<\/b><\/p>\n\n\n\n<p>By using the Lifetime budget, you\u2019re telling Facebook the amount you\u2019re willing to spend over the duration of your ad campaign.<\/p>\n\n\n\n<p>This means that on some days, you may spend $10 while only $2 on others.<\/p>\n\n\n\n<p><b>Important! <\/b>After you\u2019ve published your Facebook ad campaign, you won\u2019t be able to change the budget type, only the sums you want to spend.<\/p>\n\n\n\n<p><b>Tip: <\/b>If you want to switch your ad budget from lifetime budget to daily budget or vice versa, you can duplicate an existing ad set and change its budgeting method. Then, pause the old ad set.<\/p>\n\n\n\n<p><b>Which budget type should you use?<\/b><\/p>\n\n\n\n<p>Some performance marketers believe that using a Lifetime budget gives Facebook more room for optimization. However, if your campaign runs for less than a month, Facebook may not have enough data to optimize the ad delivery.<\/p>\n\n\n\n<p>I personally prefer to set daily budgets \u2013 they\u2019re more flexible and transparent when changed throughout the campaign.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>January 2018 UPDATE<\/strong><\/h4>\n\n\n\n<p>As a recent <a href=\"https:\/\/karolakarlson.com\/ro\/facebook-updates\/\" target=\"_blank\" rel=\"noreferrer noopener\">Facebook update<\/a>, you can now also set campaign-level ad budgets. The new feature is called <a href=\"https:\/\/karolakarlson.com\/ro\/facebook-campaign-budget-optimization\/\" target=\"_blank\" rel=\"noopener noreferrer\">Campaign Budget Optimization<\/a>.<\/p>\n\n\n\n<p>As you publish a campaign-level budget ad campaign, Facebook\u2019s algorithms will start learning, and will allocate your budget between the ad sets so that you will get the most results at the lowest cost.<\/p>\n\n\n\n<div class=\"wp-block-image wp-image-2619 is-style-default\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2018\/01\/null-7.jpeg\" alt=\"facebook campaign budget optimization\" class=\"wp-image-2619\" width=\"499\" height=\"429\" srcset=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2018\/01\/null-7.jpeg 980w, https:\/\/karolakarlson.com\/wp-content\/uploads\/2018\/01\/null-7-300x258.jpeg 300w, https:\/\/karolakarlson.com\/wp-content\/uploads\/2018\/01\/null-7-768x661.jpeg 768w\" sizes=\"auto, (max-width: 499px) 100vw, 499px\" \/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">How Campaign Budget Optimization works<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How to set up your ad optimization &amp; delivery?<\/h2>\n\n\n\n<p>As you scroll down to the next phase of your Facebook campaign setup, you will see something like this:<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/12\/null-10.png\" alt=\"facebook ad optimization and delivery\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">Scroll down until you see this<\/p>\n\n\n\n<p><strong>Optimization &amp; Delivery\u2026 What is it?<\/strong><\/p>\n\n\n\n<p>Basically, here\u2019s where you can tell Facebook what is your desired advertising goal and how much you\u2019re willing to pay for it.<\/p>\n\n\n\n<p><strong>According to <a href=\"https:\/\/www.facebook.com\/business\/help\/355670007911605?helpref=faq_content\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Facebook<\/a>, the campaign optimization works like this:<\/strong><\/p>\n\n\n\n<p><i>\u201cYour optimization choice tells us what to value when delivering your ad. For example, you could tell us to show your ad to the people in your target audience most likely to click a link to your website (optimizing for link clicks) or to show it as many times as possible (optimizing for impressions).\u201d<\/i><\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/12\/null-11.png\" alt=\"facebook optimization for ad delivery section\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">Click on Optimization for Ad Delivery section<\/p>\n\n\n\n<p>As you look at all the optimization methods for the first time, it can get pretty confusing.<\/p>\n\n\n\n<div class=\"wp-block-image wp-image-2375 is-style-default\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"169\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/12\/giphy-copy-20-300x169.gif\" alt=\"mind blown gif\" class=\"wp-image-2375\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">Mind blown \u2013 <a href=\"https:\/\/giphy.com\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Image source<\/a><\/p>\n\n\n\n<p>Here\u2019s a quick overview of all ad delivery optimization options together with explanations:<\/p>\n\n\n\n<p><b>Conversions \u2013<\/b> When optimizing for conversions, Facebook will deliver your ads to the people who are the most likely to convert. The conversion could be a signup, purchase, app install, etc.<\/p>\n\n\n\n<p><b>Post Engagement \u2013<\/b> When bidding on Post Engagement, Facebook will show your ads to the people most interested to like, comment or share your ad.<\/p>\n\n\n\n<p><b>Impressions \u2013<\/b> Your Facebook ads will be delivered to as many people as many times as possible while staying within the limits of your advertising budget. There\u2019s no algorithmic optimization regarding who is more likely to engage with your ad.<\/p>\n\n\n\n<p><b>Link Clicks \u2013 <\/b>Facebook will deliver your ads to the people most likely to click on your ad. With this optimization method, you\u2019ll be charged every time someone clicks on your ad.<\/p>\n\n\n\n<p><b>Daily Unique Reach \u2013 <\/b>Facebook will deliver your ads to your target audience members up to once per day. That\u2019s a good way to keep your ad frequency under control. I personally like to use frequency capping for Facebook remarketing campaigns.<\/p>\n\n\n\n<p><b>Brand Awareness \u2013<\/b> Facebook will serve your ads to people most likely to be interested in your offer. You can use this delivery optimization method to make a campaign visible to a large audience. You will be charged on the basis of CPM \u2014 you\u2019ll pay for every 1,000 ad impressions.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Should you use Manual vs. Automatic ad bids?<\/h2>\n\n\n\n<p>The next step of your Facebook ad budget setup is to select whether you\u2019d like to use Manual or Automatic bid.<\/p>\n\n\n\n<p><strong>If you\u2019re unsure how much your Facebook ads cost, always use automatic bidding.<\/strong><\/p>\n\n\n\n<p>However, if you\u2019re interested in reaching more people at a higher Facebook ads pricing, you can set up a Manual bid to win more ad auctions.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/12\/null-12.png\" alt=\"facebook ads bid amount\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">Manual bidding options<\/p>\n\n\n\n<p>And as you\u2019re setting the Manual bid, there\u2019s another set of options:<\/p>\n\n\n\n<p>The Maximum vs. Average bid.<\/p>\n\n\n\n<p>By now, you may start to get confused&#8230; There are TWO types of manual bids?!<\/p>\n\n\n\n<p><b>Here\u2019s what\u2019s different about Maximum and Average manual bids.<\/b><\/p>\n\n\n\n<p><b>When using the Maximum bid, <\/b>Facebook\u2019s algorithms stop delivering your ads if there\u2019s a risk that the cost per result will be higher than your bid.<\/p>\n\n\n\n<p><b>As you set an Average bid, <\/b>Facebook will use the Pacing method to optimize your ad delivery for the optimal ROI.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/12\/null-13.png\" alt=\"facebook maximum and average manual bids\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">Conversions in the box are missed with max bid \u2013 <a href=\"https:\/\/www.smartly.io\/blog\/how-facebook-bidding-works-and-how-to-get-conversions\/\" target=\"_blank\" rel=\"noreferrer noopener\">Image source<\/a><\/p>\n\n\n\n<p>Here\u2019s Facebook\u2019s Pacing explained by <a href=\"https:\/\/www.smartly.io\/blog\/bid-optimization-pacing-on-facebook-explained\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Smartly.io<\/a>:<\/p>\n\n\n\n<p><i>\u201cWithout pacing, the ad set would spend the entire budget in the beginning of the day for more expensive ads and miss the better opportunities in the end of the day. The Pacing algorithm learns the optimal bid over time.\u201d<\/i><\/p>\n\n\n\n<p>Here\u2019s an explanatory table by <a href=\"https:\/\/www.smartly.io\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Smartly.io<\/a>, showing when to use the Maximum vs. Average bids.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/12\/null-14.png\" alt=\"maximum bid and average bid comparison\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">Plenty of useful information here \u2013 <a href=\"https:\/\/www.smartly.io\/blog\/how-facebook-bidding-works-and-how-to-get-conversions\/\" target=\"_blank\" rel=\"noreferrer noopener\">Image source<\/a><\/p>\n\n\n\n<p><strong>Pay close attention to the last rows of the comparison table.<\/strong><\/p>\n\n\n\n<p>With the Maximum bid, you will maximize your profit. With Average bid, you will optimize delivery while sometimes paying more per conversion.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How to set the right Facebook ad bids?<\/h2>\n\n\n\n<p>When setting a Manual ad bid, you likely have two main goals:<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>Get as many results as possible<\/li><li>At the lowest advertising cost possible<\/li><\/ol>\n\n\n\n<div class=\"wp-block-image wp-image-2376 is-style-default\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"217\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/12\/giphy-3-copy-3-300x217.gif\" alt=\"wouldn\u2019t that be nice gif\" class=\"wp-image-2376\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">Wouldn\u2019t that be nice&#8230;&nbsp;\u2013 <a href=\"https:\/\/giphy.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Image source<\/a><\/p>\n\n\n\n<p>So how can you set the right bid to keep your Facebook ad costs low but at the same time, drive enough traffic to your website?<\/p>\n\n\n\n<p><strong>One option is to use the bids suggested by Facebook.<\/strong><\/p>\n\n\n\n<p>The suggested bid is a sum that Facebook considers to be sufficient to achieve your anticipated result (e.g. a link click or conversion).<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/12\/null-15.png\" alt=\"suggested bid by facebook\"\/><\/figure><\/div>\n\n\n\n<p>In the parentheses next to the suggested bid, you can see the bid range. This number shows a spectrum of bids that are currently winning auctions across the world that reach the same audience as you\u2019re targeting.<\/p>\n\n\n\n<p><b>Tip: <\/b>As you check the Manual bidding method, Facebook is usually suggesting a really high bid. Make sure to change the sum in the box.<\/p>\n\n\n\n<p>For example, if Facebook first suggests that you bid \u20ac3.10 per 1k impressions and the bid range is (\u20ac1.20\u2013\u20ac3.40), you could bid \u20ac1.60 or even \u20ac1.25.<\/p>\n\n\n\n<p><b>However, there\u2019s an even better way for finding out how much you should bid per result.<\/b><\/p>\n\n\n\n<p>Start running a new campaign on automatic bidding. After you\u2019ve collected enough data about your average cost-per-result, you can change the bidding method to Manual and insert your target bid.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How to keep the cost of Facebook ads low?<\/h2>\n\n\n\n<p>Now that you\u2019re aware of the average Facebook CPC and CPM, you may be thinking \u201cBut I want my ads to cost even less.\u201d<\/p>\n\n\n\n<p>Well, it\u2019s totally possible.<\/p>\n\n\n\n<p>But there isn\u2019t a shortcut to lower ads costs. You need to put in some extra work and time to achieve better results.<\/p>\n\n\n\n<p>Here\u2019s what you\u2019ll have to do.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Improve your USP<\/h3>\n\n\n\n<p>USP \u2013 the unique selling proposition \u2013 is what makes your product relevant to its users while also differentiating you from the competition.<\/p>\n\n\n\n<p><b>Advertising legend Rosser Reeves <a href=\"https:\/\/karolakarlson.com\/ro\/advertising-rules\/\" target=\"_blank\" rel=\"noreferrer noopener\">explained in his book<\/a> that USP has three parts:<\/b><\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>Each advertisement must explain a clear and relevant benefit to the consumer.<\/li><li>The proposition must be one that the competition either cannot, or does not, offer. It must be unique.<\/li><li>The promise must be so compelling that it can move the mass of millions.<\/li><\/ol>\n\n\n\n<p>For example, App Academy\u2019s Facebook ad offers a clear benefit and also explains how much a person could earn after completing the curriculum.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/12\/null-16.png\" alt=\"facebook ad example by app academy\" width=\"506\" height=\"475\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">App Adacemy nailed it!<\/p>\n\n\n\n<p><strong>Sometimes, it\u2019s ok to advertise a message also used by your competitors. But try to find a small differentiator that makes your product more memorable.<\/strong><\/p>\n\n\n\n<p>There are thousands of companies selling socks in the world. However, through smart branding and great visuals, Happy Socks is able to differentiate its products from the rest.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/12\/null-17.png\" alt=\"facebook ad example by happy socks\" width=\"422\" height=\"613\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">Happy Socks definitely deserves its name<\/p>\n\n\n\n<p><b>Key takeaway: Whatever it is you\u2019re promoting try to find the key benefit to the buyer and make sure it\u2019s clearly readable in your Facebook ads.<\/b><\/p>\n\n\n\n<p>Check out these <a href=\"https:\/\/karolakarlson.com\/ro\/best-facebook-ad-examples\/\" target=\"_blank\" rel=\"noreferrer noopener\">180 best Facebook ad examples <\/a>for more inspiration.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Ensure you\u2019re targeting the right audience<\/h3>\n\n\n\n<p>There has been so much talk about buyer personas and knowing your customers that everyone\u2019s kind of tired of it already.<\/p>\n\n\n\n<p>Yea, yea\u2026 Don\u2019t come to me with another customer survey talk.<\/p>\n\n\n\n<p>You probably know how your <a href=\"https:\/\/lineardesign.com\/blog\/facebook-ad-targeting\/?utm_source=karolakarlson_blog&amp;utm_medium=referral\" target=\"_blank\" rel=\"noopener noreferrer\">Facebook ad targeting<\/a> should look like.<\/p>\n\n\n\n<p><span style=\"font-size: inherit;\">But do you really?<\/span><\/p>\n\n\n\n<p>Have you checked the <a href=\"https:\/\/www.facebook.com\/business\/news\/audience-insights\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Facebook Audience Insights<\/a> tool to see which demographics are most interested in your product?<\/p>\n\n\n\n<p>No?<\/p>\n\n\n\n<p>You can do it right now.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/12\/null-18.png\" alt=\"facebook audience Insights tool\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">Facebook Audience Insights tool&nbsp;\u2013 <a href=\"https:\/\/www.facebook.com\/business\/news\/audience-insights\/\" target=\"_blank\" rel=\"noreferrer noopener\">Image source<\/a><\/p>\n\n\n\n<p><strong>Using Audience Insights, you can get aggregate and anonymous information such as:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><b>Demographics \u2013<\/b> Age and gender, lifestyle, education, relationship status, job role and household size<\/li><li><b>Page likes <\/b>\u2013 The top Pages people like in different categories<\/li><li><b>Location and language<\/b> \u2013 Where do people live, and what languages do they speak<\/li><li><b>Facebook usage<\/b> \u2013 How frequently are people in your target audience logging onto Facebook and what device(s) they are using when they log on<\/li><li><b>Purchases activity<\/b> \u2013<b> <\/b>Past purchase behavior (i.e. heavy buyers of women\u2019s apparel) and purchase methods (i.e., in-store, online)<\/li><\/ul>\n\n\n\n<p>Later on, you can create interest-based Facebook audiences that reach more people interested in your product. Or you will know what are the best locations for promoting your product.<\/p>\n\n\n\n<p>There\u2019s some fascinating data to be discovered.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Target advanced Facebook audiences<\/h3>\n\n\n\n<p>When creating new Facebook marketing audiences, don\u2019t let yourself be limited to Saved Audiences (the interest-based audiences that are easy to create).<\/p>\n\n\n\n<div class=\"wp-block-image wp-image-2377 is-style-default\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"169\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/12\/giphy-copy-27-300x169.gif\" alt=\"flying and falling gif\" class=\"wp-image-2377\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">Saved Audiences will only get you so far \u2013 <a href=\"https:\/\/giphy.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Image source<\/a><\/p>\n\n\n\n<p><b>There are also other audience types available on Facebook: Custom Audiences and Lookalike Audiences.<\/b><\/p>\n\n\n\n<p>And these two audience types go a long way in helping you reduce your Facebook advertising costs.<\/p>\n\n\n\n<p><b>A Custom Audience<\/b> is Facebook audience that\u2019s based on the data available from the Facebook Pixel on your website\/landing page. You can also create Custom Audiences based on e-mail lists or in-app actions.<\/p>\n\n\n\n<p>If you\u2019re interested in 10+ ideas for using Facebook Custom Audiences in remarketing campaigns, <a href=\"https:\/\/klientboost.com\/ppc\/facebook-custom-audience\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">check out this article<\/a> I wrote for KlientBoost.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/12\/null-19.png\" alt=\"create a custom audience on facebook\" width=\"473\" height=\"483\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">Creating a Custom Audience<\/p>\n\n\n\n<p><b>A Lookalike Audience<\/b> is a Facebook audience that helps your reach new people similar to your existing customers or website visitors. As a result, you can reach people who are likely to be interested in your product.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/12\/null-20.png\" alt=\"create a lookalike audience on facebook\" width=\"492\" height=\"348\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">\u2026 and creating a Lookalike Audience<\/p>\n\n\n\n<p><strong>In the perfect campaign structure, you should be using all of the three Facebook audience types to reach slightly different audience segments.<\/strong><\/p>\n\n\n\n<p>Here\u2019s a more in-depth article explaining how to create <a href=\"https:\/\/karolakarlson.com\/ro\/instagram-ad-targeting\/\" target=\"_blank\" rel=\"noreferrer noopener\">Facebook and Instagram target audiences<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Exclude past converters from your audience<\/h3>\n\n\n\n<p><b>A tiny yet super efficient hack to keep your Facebook CPC and CPC low is to exclude from your target audiences the people who have already converted.<\/b><\/p>\n\n\n\n<p>You can move those people to the next step in your Facebook marketing funnel instead of delivering them the same ads over and over again.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/12\/null-21.png\" alt=\"facebook marketing funnel\" width=\"422\" height=\"550\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">Different levels require different approach \u2013 <a href=\"https:\/\/klientboost.com\/ppc\/facebook-marketing-funnel\/\" target=\"_blank\" rel=\"noreferrer noopener\">Image source<\/a><\/p>\n\n\n\n<p><b>Here\u2019s how to exclude the past converters from your Facebook audiences:<\/b><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Create a <a href=\"https:\/\/klientboost.com\/ppc\/facebook-custom-audience\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Facebook Custom Audience<\/a> of people who have visited specific web pages (e.g. your download thank you page or a blog article).<\/li><li>Use the EXCLUDE feature when setting up your ad set\u2019s audience to stop targeting people in this Custom Audience.<\/li><\/ul>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/12\/null-22.png\" alt=\"exclude feature in custom audiences\" width=\"498\" height=\"275\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">Exclude past converters<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">5. Create highly converting ad images<\/h3>\n\n\n\n<p>Consumer Acquisition has found that images are arguably the most important part of your ads. They\u2019re responsible for 75%-90% of your ad performance.<\/p>\n\n\n\n<p><b>Goes without saying that your ad\u2019s image plays a key role in its success or demise.<\/b><\/p>\n\n\n\n<p>There are ads that immediately catch every viewers\u2019 attention. Like this one by Facebook for example\u2026<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/12\/null-7.gif\" alt=\"facebook ad example by facebook\" width=\"413\" height=\"471\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">This ad is eye-catching, isn\u2019t it?<\/p>\n\n\n\n<p>\u2026 And then there are ads that just inhabit the newsfeed without anyone noticing.<\/p>\n\n\n\n<p>Want to make sure your ads look more like Facebook\u2019s and catch everyone\u2019s attention?<\/p>\n\n\n\n<p>Here are the key 8 <a href=\"https:\/\/karolakarlson.com\/ro\/facebook-ad-design\/\" target=\"_blank\" rel=\"noreferrer noopener\">Facebook ad design<\/a> commands to follow:<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li><b>Use bright colours <\/b>\u2013 a study by <a href=\"http:\/\/blog.usabilitytools.com\/color-vs-contrast\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">UsabilityTools<\/a> showed that using highly contrasting call-to-actions resulted in 75% higher click-through rate, compared to a low-contrast CTA.<\/li><li><b>Avoid plain stock photos \u2013 <\/b>If you <i>must<\/i> use a stock photo, use a colour overlay to make it more interesting.<\/li><li><b>Include icons and symbols<\/b> \u2013 Create simple ad designs that mainly consist of symbols and backgrounds. Simple is efficient.<\/li><li><b>Show your product<\/b> \u2013 if your product can be represented in an image, create a Facebook ad with it.<\/li><li><b>Test multiple ad formats <\/b>\u2013 create Facebook Carousel ads or Slideshow ads to bring novelty to your mix of image ads.<\/li><li><b>Match ad design with landing pages<\/b> \u2013 Make sure that before-the-click and after-the-click have the same branded look about them.<\/li><li><b>Use in-image text \u2013<\/b> add your value proposition in the ad image.<\/li><li><b>Keep your in-image copy short<\/b> \u2013<b> <\/b>people prefer images light in text.<\/li><\/ol>\n\n\n\n<p>Spotify&#8217;s Facebook ad just pop with color.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2018\/04\/spotify-video-ad.gif\" alt=\"spotify video ad\" class=\"wp-image-5588\" width=\"296\" height=\"417\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">Spotify Facebook ad example<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">6. Add videos to your marketing mix<\/h3>\n\n\n\n<p><b>Videos aren\u2019t only a nice addition to your ad sets. They can significantly lower your advertising costs.<\/b><\/p>\n\n\n\n<p>Facebook did a <a href=\"https:\/\/www.facebook.com\/business\/news\/value-of-storytelling-on-facebook\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">case study<\/a> with Refinery29, comparing the results of two various campaign tactics:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><b>Campaign A <\/b>employed creative and images focused strictly on generating subscriptions.<\/li><li><b>Campaign B<\/b> over the same period featured different \u201csequenced\u201d video-first ads that first told the brand story, next provided product information before inviting people to sign up.<\/li><\/ul>\n\n\n\n<p>The result?<\/p>\n\n\n\n<p><b>Refinery29 had an 87% increase in traffic to the landing page and a 56% increase in subscription rate for those people who saw the branding video first.<\/b><\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/12\/Numbers20donE28099t20lie.20.jpeg\" alt=\"higher subscition rates among people who were exposed to the sequenced ads\" width=\"514\" height=\"349\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">Numbers don\u2019t lie \u2013 <a href=\"https:\/\/www.facebook.com\/business\/news\/value-of-storytelling-on-facebook\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Image source<\/a><\/p>\n\n\n\n<p><strong>The key to successful video ads is engaging people during the first 3-5 seconds.<\/strong><\/p>\n\n\n\n<p>Wistia did a research and discovered that as the video length increases, the engagement drops.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/12\/In20Facebook20Ads2C20the20length20matters..png\" alt=\"wistia video analytics shows that length matters\" width=\"555\" height=\"383\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">Short videos are more engaging \u2013 <a href=\"https:\/\/wistia.com\/blog\/does-length-matter-it-does-for-video-2k12-edition\/\" target=\"_blank\" rel=\"noreferrer noopener\">Image source<\/a><\/p>\n\n\n\n<p>It makes sense to keep your Facebook video ads under 2 minutes. Even better if you\u2019re able to engage people with a 30-second video.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">7. Write stronger ad copy<\/h3>\n\n\n\n<p>Imagine you\u2019ve spotted a really cool Facebook ad image in your newsfeed.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/12\/null-25.png\" alt=\"facebook ad image example by american express\" width=\"448\" height=\"433\"\/><\/figure><\/div>\n\n\n\n<p>Would you click on it right away?<\/p>\n\n\n\n<p>Or would you also read through the ad copy first?<\/p>\n\n\n\n<p>If you\u2019re like most people, you\u2019ll also want to know what the copy is saying before making a click, not to speak of making a purchase.<\/p>\n\n\n\n<p><b>Your ad copy matters. A lot.<\/b><\/p>\n\n\n\n<p><b>So how can you write great Facebook ad copy?<\/b><\/p>\n\n\n\n<p>Here\u2019s what <a href=\"https:\/\/copyhackers.com\/2016\/06\/writing-facebook-ads\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Joanna Wiebe<\/a>, the queen of conversion copywriting, recommends:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><b>Write for the click. <\/b>Your ad headline should be a CTA all of its own.<\/li><li><b>Connect \u201cwhat\u201d with \u201cwhy.\u201d<\/b> State what to do \u2013 and then say why. What\u2019s the benefit or outcome of acting?<\/li><li><b>Focus on a single, specific thought. <\/b>People can\u2019t save time and money. They can save time. Or they can save money. Simplify.<\/li><li><b>Use numerals and special characters. <\/b>We need to draw the eye. So people won\u2019t save a thousand bucks. They can save $1000.<\/li><li><b>Show empathy.<\/b> The more you\u2019re in their head, the more you\u2019re in their head.<\/li><li><b>Use \u201cnew.<\/b>\u201d Nothing puts an itch in people like the word \u201cnew.\u201d<\/li><li><b>Keep it short. <\/b>AdEspresso found that a max of 5 words is best for FB ad headlines.<\/li><li><b>Mention the offer, including any incentives.<\/b> That could be free shipping or a downloadable ebook.<\/li><li><b>Make a promise.<\/b> But back it up.<\/li><\/ul>\n\n\n\n<p>Here\u2019s a great Facebook post example by Intercom that\u2019s both actionable <i>and<\/i> makes you want to get their e-book.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/12\/null-26.png\" alt=\"facebook post example by intercom\" width=\"431\" height=\"413\"\/><\/figure><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">8. Avoid Facebook ad fatigue<\/h3>\n\n\n\n<p>Ad fatigue is like a monster gnawing on your good Facebook ad CPCs.<\/p>\n\n\n\n<p>But it\u2019s main goal isn\u2019t to make you lose the Facebook ad auction and fail miserably. Its goal is to improve the experience for people seeing your ads <i>and <\/i>bring you more sales.<\/p>\n\n\n\n<div class=\"wp-block-image wp-image-2378 is-style-default\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/12\/giphy-2-copy-300x300.gif\" alt=\"\" class=\"wp-image-2378\" srcset=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/12\/giphy-2-copy-300x300.gif 300w, https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/12\/giphy-2-copy-150x150.gif 150w, https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/12\/giphy-2-copy-125x125.gif 125w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">Looks like ad fatigue to me\u2026 \u2013 <a href=\"https:\/\/giphy.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Image source<\/a><\/p>\n\n\n\n<p><strong>Ad fatigue means that people have gotten tired of seeing your Facebook ads for so many consecutive times.<\/strong><\/p>\n\n\n\n<p>Once you hit the ad fatigue, several things will happen:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><b>People stop noticing your Facebook ads in their newsfeed \u2013<\/b> this means fewer attention, likes, and shares.<\/li><li><b>People stop clicking on your Facebook ads \u2013<\/b> you will start paying more per every Facebook ad click.<\/li><li><b>Your ad campaign\u2019s costs skyrocket <\/b>\u2013 to get the same amount of new sales, you must pay a lot more.<\/li><\/ul>\n\n\n\n<p><b>So how can you avoid the ad fatigue?<\/b><\/p>\n\n\n\n<p>The easiest way to predict ad fatigue is to check your Facebook ad frequency \u2013 how many times an avg. audience member has seen your ad.<\/p>\n\n\n\n<p>To check this metric, go to the <a href=\"https:\/\/adespresso.com\/\/academy\/guides\/facebook-ads-beginner\/facebook-manager-campaign-setup\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Facebook Ads Manager<\/a>, click on a campaign, and in the reporting section select the Delivery view.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/12\/null-27.png\" alt=\"facebook ad frequency\" width=\"541\" height=\"327\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">Check your ad frequency<\/p>\n\n\n\n<p>You can check the ad frequency per campaign, ad set or specific ads. I recommend that you check the ad set level frequency.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/12\/null-28.png\" alt=\"facebook ad frequency per campaign, ad set or specific ads\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">Here you can see the campaign level frequency<\/p>\n\n\n\n<p><b>Tip: <\/b>In most cases, it\u2019s best to keep your Facebook ad frequency under 2-3 points.<\/p>\n\n\n\n<p>However, when working with Facebook remarketing campaigns, you can also let your ad frequency get slightly higher. I\u2019ve also seen great remarketing results at the frequency of 15+ views.<\/p>\n\n\n\n<p><b>Once you see your ad frequency increase and results drop, you can add new offers and ad designs to your campaign to keep your target audience interested.<\/b><\/p>\n\n\n\n<p>For example, Lyft is using tons of different ads to catch their audience\u2019s attention.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2017\/12\/null-29.png\" alt=\"lyft is using different facebook ads\" width=\"525\" height=\"480\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">Keep adding new designs to your Facebook campaign<\/p>\n\n\n\n<p>You can also change your Facebook target audience to reach new people who haven\u2019t yet seen your ads and won\u2019t have the ad fatigue.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Quick Recap<\/h2>\n\n\n\n<p>Alright, folks.<\/p>\n\n\n\n<p>This article has gotten way too long and you\u2019ve probably already forgotten some of the key learnings from the first half of the article.<\/p>\n\n\n\n<p><strong>So here\u2019s a quick overview of everything we covered:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>The average Facebook ads cost-per-click in 2021 is between $0.5 &#8211; $3.5.<\/li><li>However, your cost of Facebook ads depends on multiple factors.<\/li><li>That\u2019s why, there\u2019s no one Golden Facebook CPC.<\/li><li>But you must check whether your ads have a positive ROI.<\/li><li>Meaning that your cost-per-acquisition is smaller than what you\u2019ll earn per conversion.<\/li><\/ul>\n\n\n\n<p><strong>To keep your Facebook ads pricing low, you can:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Improve your value proposition.<\/li><li>Ensure you\u2019re targeting the right audience.<\/li><li>Start targeting advanced Facebook audiences.<\/li><li>Exclude past converters from your audience.<\/li><li>Create highly converting ad images.<\/li><li>Test adding videos to your marketing mix.<\/li><li>Write stronger ad copy that converts.<\/li><li>Prevent Facebook ad fatigue.<\/li><\/ul>\n\n\n\n<p>Are your average CPCs similar to the ones mentioned in this article? Let us know in the comments!<\/p>","protected":false},"excerpt":{"rendered":"<p>How much do Facebook ads cost in 202? What\u2019s the average Facebook ads CPC? See the latest stats and keep your ads cost low.<\/p>","protected":false},"author":1,"featured_media":5858,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_gspb_post_css":"","footnotes":""},"categories":[36,42,4],"tags":[31,82,30,81,37,44,32,38],"class_list":["post-2316","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-facebook-ads","category-guide","category-in-depth","tag-advertising","tag-cpc","tag-facebook-ads","tag-facebook-ads-cost","tag-facebook-advertising","tag-instagram-ads","tag-social-media-advertising","tag-social-media-marketing"],"blocksy_meta":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How Much Do Facebook Ads Cost \u2013 [2021 New Data]<\/title>\n<meta name=\"description\" content=\"The average Facebook ads cost is between $0.5 - $3.5 per click. But it depends on many factors. See 2021 Facebook cost data.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/karolakarlson.com\/ro\/facebook-ads-cost-and-bidding\/\" \/>\n<meta property=\"og:locale\" content=\"ro_RO\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Much Do Facebook Ads Cost \u2013 [2021 New Data]\" \/>\n<meta property=\"og:description\" content=\"The average Facebook ads cost is between $0.5 - $3.5 per click. But it depends on many factors. 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