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Facebook Ads

How much do Facebook Ads cost?

April 2, 2019

If you’re just starting out with Facebook ads, we are sure you have many questions about how Facebook ads work and how the cost is determined.


Reading time: 6 minutes

If you’re just starting out with Facebook ads, we are sure you have many questions about how Facebook ads work and how the cost is determined.

There’s no predefined perfect amount that you have to spend on Facebook ads.  You can pay anywhere from £5 a day to £100k a week. The choice is completely yours and depends on your online marketing budget.

You basically tell Facebook how much you want to spend on advertising and they try to get you as many results as possible for that amount. 

Since there’s no predefined amount you have to spend on Facebook ads, the amount you spend on advertising will vary depending on many factors.  In this guide, we will go over some important factors that affect the cost of your Facebook ads.

The Factors that Affect Facebook Ad Cost

Here we have tried to explain some of the most important factors that can affect the cost of your Facebook Advertisement.



  • The Relevance Score of your Ads. 

The relevance score is a metric which Facebook shows you after assessing the relevancy of your ad to your target audience. Facebook gives a score between 1 & 10, 1 being very poor and 10 being very good or very relevant.

Facebook calculates this score based on factors like how engaging your post is with the target audience and how many people from your audience have clicked on your post. Your target audience has the option of clicking and telling FB that “this ad isn’t relevant to them” or completely ignoring the ad and scrolling down.

Ads having high relevance scores will be favoured by the Facebook algorithm and can actually cost less than an ad which is less relevant for the same audience.



  • The Placements you’re Choosing. 

Another factor that affects the cost of FB ads is the placement you choose for displaying your ads. Facebook offers many options for placing your ad on a different platform and devises. So Instagram, for example, pretty consistently costs more than Facebook feed ads, and the audience network typically results in the lowest CPCs.



  • The Audience You’re Targeting. 

Different audiences cost more than others. It can be hard to track this because you don’t know which specific demographic or interest or behaviour of your audience is costing you more. In some cases, targeting smaller audiences can lead to higher costs because there are fewer low-cost placement options available.



  • Competition. 

What your competitor does, what they’re willing to spend, their relevance rates and the amount of competition in the ad system at once will all affect your costs. You can typically expect to see costs go up around Christmas or big holidays because more advertisers are flooding the marketplace.



  • What you’re Optimizing for. 

Your campaign objectives matter. A click often costs less than a conversion, or a lead generated, or an app download and video views may cost less than clicks. Different actions will affect your CPAs (cost per actions) accordingly.


How to Lower Costs of Facebook Ads

Everyone wants to ensure that their budget is working for them and that every Pound of ad spend is going as far as it possibly can. While some factors of the Facebook ad system are completely out of our control, there are steps you can take to lower the costs of your ads, either immediately or on a long-term basis.




  • Split test your Facebook Ad

You need to be split testing your ad campaigns. You can do split testing by running the same ad with different images, videos, offers, target audience, and different ad copies. This will help you figure out how to get the best results at the lowest cost and Facebook will even optimize your split tests to show users the higher-performing (and often lower-cost) ads if you enable this feature.



  • Focus on The Copywriting

The copy of your ad matters a lot. The copy, after all, is what explains the offer and convinces people to click. Test different styles and messaging in the copy to see what works. In general, we recommend using the ADIA formula– Attention, Desire, Interest, and Action. Grab the attention of your audience with catchy headlines, create the desire and interest with emotion-based stories, include social proof for your ad in the form of numbers, testimonial etc and lastly make your audience take action by including a motivating call to action in the form of offers, end of sale date, only 100 seats left and so on.



  • Set a Bid Cap

If you’re worried about seeing your budget run away from you, here are your options. When you know that you don’t want to spend a penny over £0.50, you can make sure that doesn’t happen. You can set bid caps in Facebook Ads which ensure that you don’t spend more than £0.50 pence. Note that this can cause you to lose out on potential placements you may have otherwise gotten if you were bidding at an “average cost” basis. Still, if you weren’t willing to pay for them anyway, that’s okay.



  • Run Retargeting Campaigns

 Retargeting can typically yield higher ROI and lower ad cost. These are some members of the audience who are familiar with you and more likely to interact with your ad in a positive way. While you will still want to run ad campaigns to reach new audience members, re-engaging current or past customers to get some sales or accomplish other advertising goals can get you results at a relatively low cost. For retargeting you can select your page likers, people who have in the past engaged with your videos and posts.



  • Keep Your Frequency Low

Have you ever experienced the same ad haunting you for days if on weeks on Google?  How does it make you feel, irritated right?


Frequency tells you how often a single user is seeing the exact same ad. For obvious reasons, a higher frequency could mean that users are seeing the same ads multiple times. The more they see it, the less likely they are to convert after a certain point. If your frequency creeps past 2, it’s time to shake up the ad or expand your audience base.



Facebook Ads costs are never static, even for a single business or a single industry. You may end up paying more than your competitor because your ad creative, targeting, and strategies are different. That’s normal. Benchmarks are only meant to give you a basic idea of what to expect. Run some ad campaigns, see what’s normal for you and go from there.


Facebook Ads can be complicated. If you want help running high-converting campaigns at the lowest possible CPC then get in touch with us and see how we can help.





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