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The Complete Resource to Understand It

Probably the most burning questions any advertiser asks themselves is: “How much should I be paying for my Facebook Ads?”

As you’ll quickly see, the one true answer is “It depends.”

The fact of the matter is that your prices will range depending on the month, day, hour, and site (and those are only a fraction of the variables at play).

As an promoting platform, AdEspresso has managed over $636 million in ad spend. In this article, we’ll use this info to present you Fb Advert value averages for 2018 throughout all four quarters.

We’ll additionally embrace a special insight into Q1 2019 statistics, to offer you a leg up on the competitors!

And yes, you’ll NOT FIND these Fb Advertisements Value benchmarks anyplace else!

Earlier than you read any further, remember that this text won’t inform you precisely how much your particular marketing campaign goes to value, nevertheless it will provide you with some benchmarks to set your personal KPIs.

In case you are interested to understand how a lot you want to spend to achieve your personal targets, you should use our useful Advertisements Value Calculator to achieve this.

We also have our 2017 knowledge obtainable at the backside of this submit for extra reference benchmarks. .

In this 2018 version of our Facebook advertisements value, we’ll cowl:

  1. CPC Prices & Outcomes

  2. Value Per Like for Page Like Campaigns

  3. Value per App Install

For all of those, we’ll cover variations based mostly on the month, day of the week, and hour of the day.

We’ll additionally clarify the top elements concerned in the price of advertising with Fb and the steps you possibly can take to scale back them.

In the event you’d like a shareable information in your colleagues or shoppers, you’ll be able to download our PDF of this research. It incorporates all of the 2018 benchmarks for Facebook Advert prices you see here.

How Does the Bidding Process Work on Facebook?

Before we go into prices, it’s necessary that we take a second to speak concerning the bidding course of.

As a result of advertising on Fb is extra like an auction home than a assured guess, there will all the time be a change in your value that you simply can’t control. Nevertheless, you’ll be able to set the chances in your favor through the use of sensible bidding methods.

Whenever you create a marketing campaign, you’ll be able to modify your bid on the pricing and bidding section. In case you don’t, Facebook will mechanically calculate a bid for you based mostly on your finances and how long you select to have your ad run.

As we talked about earlier than, it’s necessary to keep in mind that this is an public sale and you’re bidding towards each different advertiser on the platform. Because of this at any given time you’ve got lots of upon a whole lot of different advertisers all going for the eyes of Fb customers.

Making certain you could have a superb bidding strategy in place will permit you to stay competitive, and provides your advertisements a better shot at delivery.

There’s numerous elements that can have an effect on how a lot your Fb Advertisements value, and bids are only certainly one of them.

These elements can embrace:

The month of the yr, the day of the week, and even the precise hour of the day can have an effect on advert prices. There are peak occasions and when the competition is highest, the costs go up.

Whether or not you select the lowest value or select a selected bid cap can finally decide your advert supply and price.

  • The placement you select.

Totally different ad placements may have totally different costs – the extra competitors a sure placement has, the higher the price.

Fb has 3 separate metrics to decide the quality of your ad – Engagement Ranking, Quality Ranking, and Conversion Rating. Having a low score in any of those areas will improve your costs.

  • The audience you’re concentrating on.

If different advertisers try to reach the identical audience members, costs go up as newsfeed area isn’t limitless.

On the finish of this publish, we’ll hyperlink some assets to provide help to decrease your Fb advertisements costs by addressing a few of the points we talked about above

Facebook Advertisements Value: AdEspresso 2018 and 2019 Q1 Benchmarks

Now that we’ve received a transparent concept of how the bidding system works and what elements presently are most closely affecting the cost of our Facebook Advertisements, let’s take a look at the info.

This knowledge was pulled from all AdEspresso users from all quarters of 2018 and the first quarter of 2019, we converted all currencies to US$.

While all the statistics on this submit are coming from real campaigns, you have to be utilizing these numbers solely as a reference or a suggestion.

Now, onto the great things!

Value Per Click Results

This knowledge reflects the typical Value per Click for 2018 and Q1 of 2019.

This info is restricted to campaigns with web site clicks or website conversions as the target until in any other case famous. The foreign money is in US dollars.

Value Per Click on by Marketing campaign Goal – 2018

Facebook Ads CPC 2018

On average the CPC rises throughout the year for impressions, reach and clicks, as the overall volume of advert spend increases in the direction of the holiday season.

Nevertheless, for performance advertising – leads and clicks – the prices go down because the yr progresses.

Value Per Click on by Campaign Goal – 2019 Q1

The CPC for conversions has seen a discount for 4 consecutive quarters, dropping from $2.55 in Q1 2018 to $zero.55 in 2019. That is nice information for anybody doing performance advertising, the place your goal is to get leads or purchases as an alternative of brand name consciousness.

Final yr, some advertisers have been experimenting with optimizing for link clicks as an alternative of conversions because of the excessive CPC for conversion campaigns.

With the current low worth, it is sensible for a majority of conversion campaigns to be optimized for conversions, with optimizing for visitors only used for remarketing campaigns with small audiences.

Value Per Click on by Month – 2018

In December 2018, CPC peaked at 44 cents, almost 3 times the lowest worth in 2016. 😮 This tells us is that we will not depend on low cost clicks and the sheer volume of visitors to obtain our advertising objectives.

We also want to contemplate operating lead era advertisements to nurture leads with an e mail sequence, making it cheaper than counting on Facebook advertisements when it comes to retargeting.

Unsure what lead magnet works greatest for you? Examine our Lead Magnet Guide right here.

Value Per Click on by Month – 2019 Q1

As expected, the overall value per click dropped at the start of the yr after the height prices incurred by the holiday season.

Nevertheless, the chart above exhibits us that the prices are already rising again. Because of this we should always anticipate this theme to proceed throughout 2019 and past as advertisers invest extra of their advertising price range on Facebook.

Value Per Click on by Day of the Week – 2018

Though it’s solely a weak development, we will see that the fee per click is barely cheaper over the weekend.

A possible rationalization for that is that folks have more time during weekends to browse their social feeds and concentrate to the posts, leading to users clicking and interesting with extra of your content.

Value Per Click by Day of the Week – 2019 Q1

In 2019 the development of clicks being cheaper in the course of the weekend continues.

Nevertheless, with the distinction solely being lower than 5 cents, this shouldn’t be crucial think about deciding your marketing campaign schedules

Value Per Click on by Hour of the Day – 2018

Daytime is costlier and the early hours of the morning are the most cost effective for clicks.

Be careful with the best way you interpret these outcomes although, as the quantity of visitors will probably be smaller in a single day.

Until you could have a very small price range, it’s value paying the daytime premium as the number of users on-line are far greater.

Value Per Click by Hour of the Day – 2019 Q1

As we saw in 2018, the overnight CPC decrease, however there might be far much less volume – which suggests we can’t rely on nighttime visitors alone to attain our advertising aims

With cellular system usage on the rise (now accounting for 93% of Fb advert quantity) and some nations just like the US having multiple time-zones, we’re seeing more 24-hour connectivity. Using dayparting, even in B2B advertising, is not an choice.

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Value Per Like Outcomes

Operating a campaign for page likes might be helpful in certain situations; it may you to get extra followers shortly, nevertheless it may also be a huge useful resource drain if finished inefficiently.

This knowledge exhibits the findings of all campaigns created with the Web page Like goal in 2018 and Q1 of 2019.

Value Per Like by Month – 2018

The value per like rises through the yr, peaking through the holiday season.

If you would like to build your model for the long run, consider operating your page like campaigns simply throughout Q1 when prices are at their lowest, then in This fall concentrate on conversion campaigns when it’s time to convert these fans into actual clients.

Value Per Like by Month – 2019 Q1

By March of this yr, the price per like has already hit the peak degree seen during 2018, and likelihood is it can go even greater as the yr progresses – especially through the holiday season.

With organic attain for page followers taking place, counting on Page Like campaigns to improve your natural reach just isn’t as value efficient as it as soon as was

Value Per Like by Day of the Week – 2018

As we mentioned above, getting web page likes is usually a long term play so it’s good to hold the price as low as potential.

We might advise contemplating operating Web page Like campaigns Saturday to Monday when pricing is decrease, until you need a very high volume of web page likes.

Value Per Like by Day of the Week – 2019 Q1

With only 3 cents distinction between the most cost effective and costliest day of the week, deciding which day of the week to run Page Like campaigns is just not a problem you need to fear yourself with

There might be more vital financial savings to be made by cut up testing your advertisements, or making an attempt a variety of different audiences

Value Per Like by Hour of the Day – 2018

There’s a really robust development for page likes to value extra during peak daytime hours. As with the CPC pricing, there will probably be a tradeoff because the early hours of the morning have a far decrease number of customers on-line

If you’d like to construct up a fanbase slowly however cheaply, and are solely using a low to average finances, it might be value spending a majority of your price range in a single day.

Value Per Like by Hour of the Day – 2019 Q1

As we see within the chart above, not an excessive amount of has changed in relation to the time of day ideas from 2018.

On this case, we still advocate spending nearly all of your price range in a single day if you need to scale back your prices

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Value Per App Set up

Fb Advertisements might be exceptionally effective whenever you need to improve cellular app installs. This knowledge is restricted to campaigns that used the aims “Mobile App Installs” from 2018 and Q1 2019.

Value Per App Install by Month – 2018

The This fall spike is to be anticipated, as Fb Ad pricing rises due to the massive quantities being spent by retailers. However why do July and August see an increase?

This is just anecdotal, however through the summer time individuals spend more time outdoor or on vacay. In order that they’re not wanting to set up games and spend hours enjoying Candy Crush!

Value Per App Set up by Month – 2019 Q1

Though 2019 began off with cheaper app install prices than in This fall 2018, thus far this yr the worth has been rising month over month.

It’s too early to spot any tendencies, but undoubtedly control your app set up prices as there’s an opportunity it might keep on growing all year long.

Are app install campaigns nonetheless going to be sustainable as we get into the 2019 holiday season? We’ll find out soon sufficient. 🙂

Value Per App Set up by Hour of the Day- 2018

There’s not a transparent hourly development, but the graph reinforces the conclusion above that app installs value extra in Q3 and This fall

For Apps utilizing a “freemium” mannequin, think about spending extra of the yearly price range within the first half of the yr, and scale back it through the second half when Fb advertisements get costlier due to getting saturated with eCommerce advertisements

Value Per App Install by Hour of the Day- 2019 Q1

Once again, we’re seeing the identical outcomes as 2018 for hourly app installs.

We still advocate spending more early on, and decreasing your ad spend through the peak costs in Q3 and This fall

Summary of 2018/2019 Knowledge (General)

For those who’re on the lookout for an abbreviated version of every little thing we just stated, right here’s a quick summary of our findings:

  • The CPC for conversion campaigns has decreased four consecutive quarters. Optimizing for conversions with Conversion objective campaigns is advisable
  • General, the day of the week has little impact on the price per click
  • While the nighttime worth for CPC is lower, the visitors is far smaller. This means using dayparting is just not as effective as it once was
  • The value per web page like has been on an growing month-to-month development from 2018 into 2019 – now more than ever is the time to nail down your web page like strategy
  • As with the CPC, the price per page like has little change by day of the week
  • Although 2019 began off with cheaper app install prices than in This fall 2018, 2019 has seen a monthly improve. Control your app install costs as we draw closer to This fall

Want to check out our past findings on Facebook Advertisements value? Keep on reading to take a look at our 2017 research

But first, download the entire Facebook Advertisements Value 2018 eBook. It’s utterly free!


Fb Advertisements Value: AdEspresso 2017 Benchmarks

Value Per Click on by Month – 2017

Facebook Ads cost

We already know that there have been a lot of elements that drove up advert costs in This fall, and that’s exceptionally straightforward to see right here. The This fall costs have been a sharp flip from the fee tendencies occurring by means of Q2 and Q3, jumping to round $.50 after hovering closer to $.35 for a lot of the summer time months

Value Per Click on by Day of the Week – 2017

Facebook Ads cost

There have been huge fluctuations through which day of the bottom CPC all through 2017. In Q1, Tuesdays held the position for most reasonably priced advert value, costing round $.34 per click. By This fall, Sunday had the lowest CPC with a mean of about $.40, and it was costliest to promote on Tuesdays and Thursdays with CPCs shut to $.50

Value Per Click by Hour – 2017

Facebook Ads cost

In case you’re considering using dayparting for advertisements, this info must be of some help. The average CPC’s developments stayed comparatively constant when it comes to probably the most value environment friendly occasions of day on your advertisements to go reside. Ad costs have been persistently decrease in the early morning hours. While Q2 and Q3 had greater jumps in value based mostly on time of the day, This fall noticed that degree out extra, staying between $.45 and $.50 from 5AM to 11pm at night time.

What does this mean? While every business is totally different, dayparting might not do a lot to show you how to save on advert costs.

Value Per Click on by Marketing campaign Objective – 2017

Facebook Ads cost

It’s straightforward to assume that concentrating on for impressions could have a decrease CPC than optimizing for hyperlink clicks, but that’s clearly not the case. Optimizing for hyperlink clicks truly had the bottom CPC at $.44 by the top of This fall, with conversions ($.66) and lead era ($1.18) coming in second or third. There’s something to remember here; not all link clicks guarantee conversions, and never all lead clicks guarantee an actual submitted lead type with reputable info. Chances are you’ll be paying for some results here that you simply aren’t getting, whereas attain and impressions offer you precisely what you’re paying for

The takeaway here: by no means attempt to cheat the system by hoping that choosing an goal or reach impression shall be more reasonably priced than optimizing for clicks outright.

Value Per Like for Page Like Campaigns (2017)

Operating a campaign for web page likes may be priceless; it allows you to get extra followers shortly, who will then get loads of your info of their Information Feeds without you having to pay for it.

This knowledge exhibits the findings of all campaigns created with the target to achieve more page likes in2017. We have now restricted nations as we set the minimum spend to 50Okay or extra.

Value Per Like by Month – 2017

Facebook ads cost

The common value per like by month was just over $.12, with the lower costs in Q1 balancing out the growing costs in Q3 and This fall, rising up to $.16 in This fall. What’s fascinating is value per likes fell once more in December back to the typical, probably because Pages have been optimizing for other actions from users throughout this time.

Value Per Like by Day of the Week – 2017

Facebook ads cost

If you would like to get more likes on your Page, Friday is presently your day for lowest costs at round $.12, with Tuesday and Wednesday having the very best value per like costs at $.15. You’ll notice, although, that there’s variation during which days are least or costliest for value per likes throughout every quarter, so making an attempt to schedule your advertisements for specific days might not do you a lot good as this continues to fluctuate over time.

Value Per Like by Hour – 2017

Facebook ads cost

In contrast to CPC, value per likes have vital variation by hour, and large jumps from quarters 1-3 to This fall. The early morning hours have the bottom value per click on, hovering between $.13 and $.19. Prices then regularly rise from 7AM at $.20 to 4PM at $.33. Then advert prices decrease once more regularly, sinking back to $.20 at 11 PM.

These prices mirror peak exercise hours for a lot of users on social media, doubtless accounting for these pricing tendencies.

Value per App Set up (2017)

Driving cellular app installs is a superb purpose to use Fb Advertisements. This knowledge is restricted to campaigns that used the aims “mobile app installs” and “canvas app installs” from 2017.

Value per App set up by Day of the Week – 2017

how much do Facebook Ads really cost

For those who’ve been careworn about prices per app installs going up in This fall, you possibly can no less than take some comfort in seeing that they persistently decreased considerably when taking a look at prices based mostly on days of the week

Once more, notice that there are vital modifications occurring in lowest costing days and excessive costing days. By the top of This fall, Wednesdays had gone from the costliest day of the week with a CPA of round $1.26 to the day with the least costly CPA at around $.60.

Making an attempt to predict these fluctuations over time would probably be unimaginable, so don’t fear about scheduling cellular app install advertisements based mostly on value.

Value Per App Instal by Hour of the Day – 2017

how much do Facebook Ads really cost

This is another instance showcasing how a lot issues can change in ways you wouldn’t sometimes anticipate, with CPAs for cellular app installs based mostly on hour falling from highs in Q2 to significantly lower CPAs in Q3 and This fall.

The time of day with the bottom CPA is 2AM at round $.75, and the time of day with the very best CPA is 11pm at around $1.35.

Summary of 2017 Knowledge (General)

For a fast 2017 abstract, and to assist us all notice a couple of fascinating tendencies, we found (on common) that:

  • CPCs and CPAs increased dramatically in Quarter 4.
    This isn’t overwhelmingly shocking. We had the holiday season spike hit concurrently when Fb started saying modifications within the algorithm and we noticed organic reach taking place. That being stated, this isn’t all the time a very good thing. More costs mean extra competition, and there have been issues up to now throughout high competition occasions the place companies are unable to get correct supply of their advertisements due to the competitors levels
  • It prices extra, on average, to target older customers for likes and cellular app installs.
    That is totally different than our findings from 2016, and exhibits a changing development. It prices more on common to goal customers over the age of 40 for likes, clicks, and app installs.

Last Ideas

For those who’ve made it to the top of this submit, congratulations – you’re now a Fb value analyst. 🙂

As we talked about earlier than, there are plenty of elements that can affect how a lot you’ll be paying for Fb advertisements, including your viewers, relevance scores, and bidding strategies

If you need to decrease your general Facebook ad costs, we advocate optimizing your audience, enhancing your ad relevance metrics, and learning up on the newest bidding strategies for starters!