How to Lower Facebook Ads Cost Per Click?

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This is a great choice! But let’s talk about the reality – understanding how much each click costs you is a big issue. It’s like finding the price on your favorite device but for your ads. However, if you’re not careful, you can quickly spend a lot of money on Facebook without getting any results. In this article, we’ll learn what CPC is, when to use it, and how to reduce CPC on Facebook advertising using common Facebook ads terms. Let’s get started!

What is Facebook Ads cost per click?

Facebook ads cost per click, or CPC Facebook is an auction-based marketing strategy, where businesses bid to display their ads to a pre-defined audience. However, not all clicks are the same. CPC (link clicks) is used to focus on clicks that lead to external web pages. These clicks can be of different types:

  • Clicks to visit another website
  • Call-to-action clicks leading to another website (i.e., “Buy now”)
  • Clicks to install an app
  • Clicks to watch a video on another website

For example, if you are a fashion brand, you can launch a CPC campaign on Facebook to advertise your latest product and include a call-to-action (CTA) to encourage users to click through and buy your latest collection.

How is CPC for Facebook Ads calculated?

Facebook considers various factors, including the total value of ads, quality, and estimated action rate (e.g., whether users interact with ads), to determine which ads will be displayed to specific target audiences, given the limited number of ads on the platform and other constraints.

Facebook CPC is calculated by dividing the total ad spend by the number of actual link clicks. For instance, if you spent $200 and got 50 link clicks, your cost per link click would be $4.00 (200/50=$4.00).

This data provides advertisers with a clear idea of how much they spend per potential visitor to their website, making it easier to understand the impact of advertising.

How much do Facebook ads cost per click? 

Average cost per click Facebook

The average cost per click (CPC) for Facebook ads across all industries is $1.72. However, the cost varies depending on the industry.

 As we can see, financial advertisers working in fields such as insurance and lending may pay around $3.77 per click, which is relatively higher than other industries. On the other hand, industries such as fashion, tourism, and other retail sectors enjoy much lower costs, ranging from $0.45 to $0.70 per click. Factors such as campaign objectives or seasonality will come into play when it comes to Facebook advertising costs. Therefore, the CPC of Facebook ads may increase during the peak shopping seasons at the end of the year. You can refer to the industry benchmarks below to get more ideas for cost-per-click for your Facebook advertising.

This means that some businesses have to pay more, some businesses pay less, and this average will balance the cost. However, regardless of your industry, it’s important to manage your budget wisely. Even if your CPC is low, overspending can still occur if you don’t pay enough attention to your advertising costs. Understanding your audience and optimizing your advertising effectively are key factors that help you control costs.

What is a good CPC for Facebook Ads?

As the performance of a good CPC varies from one advertiser to another, there is no fixed definition of a “good” CPC. is relative to the industry, the product, the audience, etc.

Why is my Facebook CPC so high? Surely, this is a question that many advertisers are looking to find an answer to.

The cost-per-click (CPC) on Facebook is determined by your CPM and click-through rate (CTR). Before investigating why your CPC is high, first check if your Facebook CPM is high, as a high CPM will naturally lead to a high CPC.

Next, check what your CTR is. A higher CTR will significantly reduce your CPC, and a lower CTR will significantly increase your CPC, even if your CPM is low. So, what could be the reasons for a high CPC on Facebook?

  • Irrelevant ads or messages
  • Unappealing ads
  • Boring and copied headlines
  • Unconvincing proposals

If you have a good CPM and address the CTR challenges above, you will earn a good CPC.

How to lower the cost per click for Facebook Ads?

Although advertising on Facebook is never free, there are ways you can reduce your Facebook advertising costs on your channel to increase profits. Here are some common terms in Facebook Ads that can help you reduce your advertising costs:

Improve the relevance of your ads

To improve the relevance of your ad to your target audience, you can adjust the overall message of your ad or, more easily, adjust your targeting to better fit your ad. Facebook always priorities ads that resonate with the target audience, and will actually lower your CPC.

More creative with your ad images and videos

Invest in visually appealing and engaging images and videos that effectively convey your message. Unique visuals can make your ad stand out. Additionally, you should refine your ad’s headline and copy to make them compelling and irresistible. Create a sense of urgency or highlight exclusive offers to attract users. 

Write compelling ad copy

To write an attractive advertisement copy, you need to focus on your target audience. Highlight the benefits of your product or service and include a call-to-action (CTA) to encourage users to click on your ad. To grab attention, you can use some differentiation techniques, such as using a humorous message or a unique image. Revise your copy to make it unique and irresistible.

Optimize Offers

Your offer needs to be adjusted to meet the specific needs of your audience. For top-of-the-funnel ads, focus on creating curiosity and interest by providing valuable content that addresses their pain points. For bottom-of-the-funnel ads, emphasize competitive pricing, unique selling propositions, and clear benefits. A well-positioned offer, along with a persuasive message, can increase your click-through rate and reduce your cost per click.

Monitor and Iterate

Regularly monitor the performance of your ads. Analyze which strategies are working best and repeat them accordingly. The Facebook Ads Manager provides valuable insights into ad performance. Use this data to continuously refine your approach. By learning from what works, you can further optimize your campaigns and ensure a lower CPC over time.

By combining these specific strategies with consistent monitoring and adjustment, you can effectively reduce the cost per click of your Facebook ads and improve customer engagement.

Consider hiring a PPC agency or specialist

If you find yourself lacking the time or expertise to effectively oversee your PPC campaigns, it’s worth considering the option of enlisting the services of a PPC agency or specialist. These professionals can play a crucial role in assisting you with the development and execution of a successful PPC strategy tailored to meet your specific business objectives, ensuring optimal results.

In summary, PPC advertising stands out as a potent tool capable of reaching your target audience, enhancing your online visibility, and directing traffic to your website. By adhering to these tips and best practices, you can adeptly formulate and implement a PPC strategy that not only aligns with your business goals but also yields tangible results.

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