How to Improve Your Advertising to Lower your Facebook Cost Per Click

Facebook ads can be one of the most cost-effective advertising platforms in digital marketing. The platform has 2.80 Billion active users and is known for getting businesses in front of their ideal customers. Unfortunately, it can be easy to spend a ton of money on Facebook quickly with nothing to show for it. If you want to improve your Facebook Cost-per-click, you'll need to check out one of the many metrics you can use to improve your advertising campaigns on Facebook Ads- cost-per-click (CPC). Let's look at how to improve your cost per click on Facebook Ads by improving your advertising. 

Tip #1: Look for Audience Overlap

If your CPC for Facebook Ads is higher than you'd like it to be, look at your audience overlap. When Facebook notices you have overlapping ads, they review your ads' performance history and only show the ads with the best performance to the audience. That way, you don't have to worry about driving up your costs by having your ads compete against one another. 

The competition is triggered when the opportunity to show your ad presents itself, and the auction that determines who wins the chance to show their ad begins. 

Once the auction begins, the ads compete, and the ad with the highest perceived value wins. The total value assigned is based upon scores from three factors- bid, estimated action rates, and ad quality. 

• Bids are scored, depending on which advertiser bid the most. 
• Estimated action rates estimate how many people might engage with an ad. 
• And ad quality is estimated, depending upon audience feedback like hiding the ad or number of views and low-quality attributes like click-bait, withholding information, etc. 

The bidder with the highest combined score wins the opportunity to show their ad to the audience. But, if your ad has an overlapping audience, you are essentially bidding against yourself and driving up the CPC. 

Check your audiences tab on Facebook. After selecting the audiences for comparison, click "Actions" and "Show Audience Overlap." From there, you'll see your audiences' comparison, the number of people in the overlapping audience, and the percentage of overlap. 

Pro tip: Pay attention to which audience is listed as the "Selected Audience" and which shows up in the column for "Comparison Audience." This will affect your overlap percentage. 

Tip #2: Be Specific

The way to get past overlapping audiences and high CPC is to get more specific in your targeting. Uber-specific targeting decreases your number of competitors and ensures that a critical feature of a successful ad is present- the audience wants to see it, and they click it. 

Tip #3: Properly Set-up Conversion Tracking

Thankfully, there is a simple method for this. Conversion tracking with Facebook Pixel is similar to using Google Analytics code, tracking your various pages' performance and directing you towards remarketing campaigns. 

Once you've set up your conversion tracking, gotten hyper-specific with your targeting, and adjusted audience overlaps, your digital marketing will succeed. And, if you'd rather have a digital marketing agency do it for you, reach out. We'd love to make your Facebook Ad Campaign a huge success!