When it comes to targeted Facebook ads cost, ad impressions, and clicks are the two key metrics. The higher these metrics are, the more Facebook will charge for your ad to appear in front of people.
A recent in-depth study by AdEspresso revealed that many factors impact how much Facebook charges for ads. Facebook’s algorithm takes a variety of criteria into account to determine how much an ad should cost. Campaign objectives are a prominent factor since they’re related to the value of the desired goal and where your audience is in the funnel. Brand awareness and engagement campaigns typically cost less than lower-funnel conversions like purchase ads.
Calculating the Cost of Targeted Facebook Ads: Maximizing ROI and Reach
The targeting you select is another important factor. If you select too narrow of an audience, the frequency of your ad will increase, leading to ad fatigue. Aim for a broad audience with relevant interests to get the best results at the lowest cost.
Use Facebook’s tool to see how your audiences overlap. This will save you money by ensuring that your ads don’t bid against each other. For example, if you have an ad for startup software and another for entrepreneurship, make sure they don’t overlap by using exclusions in the Facebook ad manager.
Use remarketing ads to reach buyers who have already visited your website. This can reduce your overall ad costs and improve the chances of conversion. In addition, you can also create a lookalike audience from a conversion set and remarket to them to help drive additional sales.
