Digital Marketing

Average Cost Per Click (CPC) on Facebook

On a platform like Facebook, where you can reach high standards, running an ad campaign with optimizations with a low average CPC will be profitable for advertisers. Facebook, on the other hand, will give you cost-effective options in this regard. When advertising on Meta, you can approach the professional level by consciously choosing your audience settings and observing other metrics.

Not keeping a close eye on metrics and not experimenting with lowering CPC on Facebook can lead to unnecessary spending. You don’t want that, so we’re at the point where we’re going to come up with solutions for your ad campaigns instead of going too far beyond your planned budget. What is the average CPC in Facebook Ads? Is it possible to reduce the CPC rate? We’ll look for answers to these questions, trying to give you practical ways to keep the CPC metric in check for advertisers. Let’s talk about this for a moment…

What is CPC on Facebook?

CPC (Cost-Per-Click) is the metric that refers to the price you pay for each click that comes into your ad campaigns. Content isn’t the only thing influencing this metric, of course. What? For example, the target audience of your campaign can be considered one of the priority effects. How advertising design and placement are done is also important in this case. Some important variables will have an impact, such as the quality of your campaign and its relevance to the product you’re promoting.

It is also important to constantly test and observe your advertising campaigns and to make the right optimizations as a result of the analyses. Optimizations that directly affect click-through rates will have a significant impact on many metrics on Facebook beyond CPC. This is not just a standalone metric that happens on Meta. It is possible to see the same definition, similar variables and similar clues on different platforms. You don’t have to go far! See: Complete CPC in Google Ads.

How is CPC Used on Facebook Ads?

How is CPC Used on Facebook Ads

CPC on Facebook (cost-per-click) is a bidding technique for Facebook ads that helps you determine how much your ads will cost. To use CPC, select the audience where you want your ads to appear, then set the maximum amount you’re willing to spend on each click. Facebook optimizes your bids to show your ads to the right people. Here are some of the benefits of CPC on Facebook:

  • It gives you control over how your ads are shown to your targeted audience.
  • It tells you how much your ads will cost ahead of time.
  • It allows you to monitor and optimize the performance of your ads.
  • When using CPC, you should regularly monitor and optimize the performance of your ads.

You can use CPC on Facebook by following these steps:

  1. Launch Facebook Ads Manager.
  2. Make a new ad campaign.
  3. Select a campaign type.
  4. Choose your audience.
  5. Make a budget.
  6. Select CPC.
  7. Create and run your ads.

With CPC on Facebook, you can manage how your ads will appear to your target demographic and know in advance how much your ads will cost. CPC is an effective bid strategy for Facebook ads that lets you monitor and optimize ad performance.

7 Tips to Reduce Your CPC on Facebook Ads

One of the best ways to increase the profitability of your business is to reduce customer acquisition costs, including eliminating useless advertising spend. There are 7 ways you can get a lower Facebook CPC.

1. Determine Your Ad Targeting in the Best Way

For the right steps regarding Facebook CPC, don’t leave your audience determination stage to Meta automation, and make sure it aligns with your brand goals. This is a useful strategy, especially when multiple ads are running and you don’t want viewers to overdose on your content. Try to limit your audience to bidding only to the people you really want to reach. Be sure to create personalized ads for your target audience. Always highlight the benefits for users, the main focus of your ads should be what the user can achieve.

You can use high-quality images that are strongly visually oriented. That way, relevant images that support the main idea of your ads usually work best. It is often better to choose pictures of people instead of pictures of objects/drawings/graphics because people can relate more to people. Use a strong USP (Single Point of Sale). Use direct numbers and discounts in your headline because people love numbers. These will also come in handy for CPC optimizations on Facebook.

2. Create a Strong CTA

CTA Benefits for Reduce CPC

Additional prompts must be added to CPC ads on Facebook. Automatic selections based on templates aren’t a good way to make a difference in advertising. Although meta offers different CTA buttons, redirection is of great importance when users land within the ad.

Storytelling and creating suspense is a great technique for marketing. You can talk to potential customers through the CTA. Talking about the problem your audience is facing and clicking on it will be the solution for CPC on Facebook.

Using the description field of the newsfeed to write your call to action in a way that users can clearly understand can also be effective, for example, click the button for more information. While it’s important to create a cost-per-click at a low price, brands should consider optimizing their bidding strategies for landing page views by making sure they’re only paying for users who actually visit a landing page, not just because they click on an ad.

3. Increase Ad CTR Percentage

An increased click-through rate means an increase in the ad relevance score. Whatever you say that means, FB is a way to reduce advertising costs. These produce higher CTRs in the long run. You can also use more convenient call-to-action buttons. The Learn button is more enjoyable for cold viewers who don’t trust you yet. Finally, write clean, simple copy that gets straight to the point and doesn’t let users guess what they clicked on or why they should click.

CPC ads Facebook, click-through rate optimization means improving the quality of your content and its relevance to the target audience. When this happens, Facebook lowers your CPC as many audiences find it convenient for their own lives. However, if many people don’t click on your ads, Facebook thinks you’re running an irrelevant or poor-quality ad.

4. Enable Facebook Pixel

CPC ads Facebook

Using the Facebook pixel first and optimizing landing page views is more profitable than optimizing for clicks. When you optimize your landing page views, Facebook shows your ads to people who not only clicked on your ad but also waited for the landing page to load. This means that you immediately get more value for every click you receive. It’s also a Facebook CPC benchmark, which can show you whether you have control over the metric.

5. Separate Your Creative and Ad Sets

Multivariate testing of audience targeting creatives directly affects CPC on Facebook. Instead of running a few ads, you may need to run ten different ads (different combinations of headlines, ad text, images, and CTAs) to see which one is most effective.

Multivariate testing helps you know which ad creative, audience, delivery or placement best aligns with your marketing goals. So, once you’ve identified the most effective ad, increase your budget while you start increasing your ROI. A/B tested campaigns will allow you to see changes in CPC and lower CPC on Facebook ads.

6. Empathize with Your Customers

We may refer to these as “pain points” in digital marketing or the customer journey, but they all mean valuing your consumers as human beings and starting a relevant discussion with them. Whether you provide information or ad copy, the idea is to make it easy for the people who need us to find and review them. If you find your target audience and offer them something of value, they will click.

There are some points that apply to every ad you run over meta. For example, the first step to CPC optimization is to understand the customer. The success of an advertiser who can empathize with his customers cannot be prevented. Isn’t this what makes it possible to discover the need in the market and close the Reducing Facebook Ads CPC gap? So reducing Facebook Ads CPC is possible with this step.

7. Use Plenty of Images and Video

Reducing Facebook Ads CPC

Images and videos get more attention, clicks, and shares than text ads. At the same time, these visuals should be of high quality, attract the attention of the target audience, and clearly reflect the message that is tried to be given in accordance with the purpose. Let’s talk about some examples of images and videos you can use to reduce CPC on Facebook:

  • Product or service images
  • Videos that show how satisfied customers are with your products or services
  • Images and videos that show the value of your products or services
  • Images and videos to engage your audience

WASK Campaign Optimization Banner

If your ad quality score is low, the CPC rate on Facebook will increase if you’re reaching the wrong audiences. Optimizing ads by closely following many metrics can prevent this height.

It’s easy to track these metrics through Meta Business Suite or Facebook Ads Management. It’s possible to get performance-based metrics like clicks and budget spent.

You can use this formula to calculate Cost Per Click (CPC): CPC = Total Spend / Clicks

Gizem Çelik

Gizem is a Content Writer at WASK; she loves to write and teach with her writings. Since meeting WASK, she has been so excited about writing on digital marketing and technology! Her passions other than writing are: acting, playing sports, singing, dancing and reading/learning new things!

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