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Bitesize blog: How much does it cost to advertise on Facebook?

Categories: PPC, Social media

The first thing you probably want to know before you advertise on Facebook is how much it’s all going to cost you. It’s a fair question, but a tricky one to answer. In theory, you can advertise on Facebook with any budget but you’re not going to get particularly great results by spending a few quid every day.

To put things into perspective, let’s look at how much each click is going to cost you.

The average ad click will cost you around £0.79

According to data from HubSpot and nanigans, the average cost per click (CPC) for Facebook advertisers in the UK is $1.04 or roughly £0.79.

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A separate study from AdEspresso suggests this is just over the global average of $0.97 and just under the price advertisers in the US are paying per click ($0.10).

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CPCs also vary across different industries – it’s notably cheaper to advertise apparel on the network than financial services, for example.

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The graphic above from WordStream is based on US data but it gives you a rough idea of benchmarks across industries.

What else affects the price you pay for Facebook advertising?

Average CPCs give you a ballpark figure but we’re not suggesting this is what you should aim for. You want to do better than average and there are numerous other factors that affect CPC such as:

  • Click-through rates: The more people click your ads, the lower your CPCs will become.
  • Ad Relevance Score: Just like Google’s Quality Score, the higher your Facebook Ad Relevance Score, the less you’ll pay for clicks.
  • Facebook ad objectives: The objective you choose when creating a campaigns also affects CPCs.
  • Target audience: Certain audiences are more expensive to target than others.

The better your Facebook advertising campaigns perform, the cheaper they’ll generally become. Highly-clickable, relevant ads are the most important factor in driving down the cost of Facebook advertising. But don’t get too caught up in how much you’re spending when you start to advertise on Facebook; how much profit you’re making from it is far more important.

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James is Head of PPC at Vertical Leap.

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