Learning how to lower your Facebook cost per click (cpc) can be a pretty frustrating task, especially when Facebook advertising acts surprisingly different from Google Adwords.
There was a time where it was a lot easier to get .10 or .15 cent clicks on Facebook advertising, before the hype caught up and businesses started to see the real benefit that Facebook brings with its targeting ability for advertisers.
These days, you really have to know what you’re doing to overcome the high suggested bid that Facebook hands out now. Remember that it’s in Facebook’s best interest to make the most of the income from it’s ads, so they attempt to show the best ads they can with the “limited” inventory of ad space on their site.
How To Pay Too Much For Facebook Advertising
Let’s start with what not to do.
- Don’t create boring ads
- Remember that a boring ad doesn’t get clicked, and if Facebook sees your ad sucking, it’s not going to show it anymore, or they’re going to charge you a lot of money for it. If you were only charging people every time their ad got clicked, you would want awesome ads getting clicked all the time. Make sense?
- Don’t use your company logo as your image
- This is Step #1 toward creating boring ads. If you’re a consumer, do you care about someone’s logo? No! You don’t. You want your problem solved. Sadly, a logo can’t accomplish the task. You have to grab attention with your ad image…that’s the best part about Facebook Ads.
- Don’t use you ad text to describe features or tell people what you company does.
- Again, people are selfish by nature. What I mean is, we want our problems solved. We don’t care that you using double plated glass to create our back-door, we care that our family room stays quiet because of it. Ask yourself, “So What?” when you’re writing your ad copy.
- Don’t create 1 or 2 ads and assume they’re the best ads ever created in the history of Facebook advertising. First of all, Facebook makes it way too easy to duplicate ads with their “create a similar ad” feature that you literally have no excuse for running only a handful of ads. Create multiple ads, test them against each other, and select the winner. This way, you’re guaranteeing a better ROI because your CTR will increase and your cost will decrease.
Finally, before you go ahead with your multi million dollar ad campaign, don’t forget to test it! It’s a lot better to spend a few dollars per day at the beginning, and have ineffective results that you can tweak, than to spend a bunch of money in the hopes that you’ll do well in the future.
Connect With Us
