How to reduce Facebook’s CPC

Cost per click (CPC) is a paid advertising term that refers to the cost that you are paying for each click on your advert across Social Media and other marketing platforms. This metric is calculated as the total amount spent, divided by the number of link clicks. 
But, what is considered a good CPC on Facebook? There is no universal benchmark for a good CPC. This is because the metric changes based on demand. If you are in a well-populated industry, you will be paying more per click than in an industry with less competition. 
Because of this, it is important to work on lowering your CPC through optimisations of your campaigns. There is a much greater chance you can lower your ad costs significantly, making sure you get the best ROI possible when you consider all the different factors that can effect your cost per click. We’ve listed them all below. 

Factors that affect your Facebook CPC:

• Facebook ad quality – how people react to your advert and the post-click experience
• Facebook ad targeting – who you’re showing your adverts to (different interests have different CPCs)
• Facebook ad placement – where your ads are showing on Facebook (i.e newsfeed, stories etc.)
• Facebook ad campaign objective – different objectives have different CPCs (i.e conversions vs engagements)
• Time of year – when advertising in popular times, your CPC will raise as more advertisers promote
• Ad relevancy score – ensuring your ad has an above-average quality ranking

Now, you may be wondering why your Facebook cost per click is so important? By having the lowest CPC possible, you are saving money which you can redistribute to get the best return on investment over time. 

Facebook ad fatigue can also affect your CPC. Ad fatigure is when a campaign has been seen too many times by your target audience – making your audience less responsive to them. 

Ways to optimise your Facebook ads to reduce the CPC

• Refresh copy and creatives – make sure your ads are relevant and refresh them regularly with new copy and creatives to keep your audience interested
• Adjust and change your targeting – by testing and changing different audiences, you could find different pools to target that are more aligned with your vision, products and services. 
• Exclude past users – if someone has engaged with your ad already but their actions have basically said ‘no’ – then it is best to stop showing your ads to them because there is no benefit to this. 

Bonus tip: Working with ADDICTED. Marketing can also help you get the best results out of your marketing campaign. Book a discovery call today to speak to one of our growth consultants and see how we can help you.