Facebooktakes a similar approach to most other online advertising networks. They don’t give you a set quote for a price when you want to advertise on their platform. Instead, you will find the cost of your Facebook ads will vary, depending on a range of factors.
Moz provides some eye-opening statistics on thecomparative costs of reaching people via different types of media。尽管2014年的数字现在有些过时了，但他们仍然准确地了解了Facebook广告成本与竞争对手相比的位置。
来源：moz.com
Moz发现，每种媒体类型的成本达到1000人是：
- Newspaper - $32.00
- 杂志 - $ 20.00
- Radio - $8.00
- Cable TV - $7.00
- Google Adwords- $ 2.75
- LinkedIn Ads - $0.75
- Facebook广告 - $ 0.25
我们最近的概述How Much do YouTube Ads Cost?If you want to advertise on YouTube, you need to set a budget, and then bid for advertising spots. In many ways, advertising on Facebook works similarly.
Technically, therefore, the cost of your Facebook ads will be the amount you are willing to spend. It is not so much a case of how much it will cost you to advertise, as it is, how many ads will you get for your money?Of course, if you bid too low, your will be unable to spend your entire budget, because there will always be somebody willing to pay more than you.
tldr;
- 在美国，2016年第三季度的Facebook广告的平均每次点击费用为27.29美分 - 相比之下，CPM $ 7.19
- 全球平均CPC约为28美分
- Sunday and Monday had cheaper CPCs than other days of the week
- CPC有很大变化的CPC，具体取决于竞选目标（这些是第4季度的数据）：
- Reach - $1.01
- Lead Generation – 79 cents
- 视频视图 - 61美分
- 异地转换 - 37美分
- 印象 - 25美分
- Link Clicks – 12 cents
- Post Engagement – 4 cents
- 页面参与 - 3美分
- Average Cost per Like (CPL) in the USA was 20 cents – half the rate in Germany
- 每个应用程序安装的平均成本因国家 /地区的价格差异很大，从英国5.40美元到巴西的44美分。在美国是2.28美元
Below is a quick guide on How Facebook Ads Costs are Calculated;
FacebookBidding
There is only so much space in people’s Facebook feeds to include ads and sponsored posts. This is particularly so for competitive keyword terms.
As a result, Facebook operates an auction system, where potential advertisers set bids to win the right to run their advertising campaigns. Hence, there is no set cost of running Facebook ads. It all depends on who else wants to advertise.
您可以通过设定每日预算开始流程。这个很重要。没有它，您将面临成功的竞选活动的危险，这可能远远超出您负担得起的费用。
You also choose whether you want to start your campaign today and run it continuously, or whether you want to run a campaign between set start and end dates.
How the Facebook Ads Auction Works
Facebook不仅为出价者提供广告空间。它希望确保他们的用户仍然享受最佳体验。因此，Facebook根据他们认为赋予最大总体价值的广告选择获胜的投标。它平衡了广告商接触人们接受他们的信息的人，他们有兴趣看到该消息的用户。
每天在Facebook上的幕后发生了数十亿个广告拍卖。确实，每当有人打开饲料时，都会进行拍卖。Facebook权衡了插槽的所有竞争竞标，并选择其认为为目标用户提供最佳价值的广告。
As an example, Facebook has noticed my research for this article. As a result, the top ad on my Facebook page at the moment is for “Learn How You Can Capitalize on Facebook's New Chat Bot Opportunities.”
Facebook分析了三个因素：
- The level bid by an advertiser
- How relevant an ad is to a person
- The likelihood that the person would take the conversion action optimized for by the ad
Facebookscores each ad, based on these factors. They give the advertising slots on any feed to those ads with the highest scores.
这意味着您不必拥有最高的出价即可赢得广告的位置。他们只需要适合观众。
If your ad ends up with the top score for a slot, Facebook will base what they charge you on what everybody was bidding. This means that you won’t necessarily have to pay your maximum bid amount.
Significant Factors Affecting the Cost of Your Facebook Ads
Your Bid
当你设置你的出价金额,你可以select to make the process Automatic or Manual. If you opt for Automatic, Facebook selects the bid that helps you gain the most ad slots at the best price. This means that Facebook attempts to spend your total budgeted amount, with the aim of maximizing your results.
You can opt for manual if you prefer to set a limit on how much you’re willing to pay for individual results. For instance, you could limit your bidding to $4 per click.
请记住，如果您设定了很高的手动限制，那么您不太可能最终支付这笔款项。Facebook调整了拍卖，以确保获胜的投标人的支付不超过他们的要求。
您的意图受众
试图将广告推向所有人是没有意义的。无论您的产品是什么，总会有一些与您的竞选更相关的人。甚至像麦克唐纳（MacDonald's）这样的大公司也将其广告的目标限制在最喜欢典型客户的人的类型上。
Also, you need to realize that you will have considerable competition in some niches. The more competition you face, the higher the ad cost will be. You can pay rates like $50 for particular legal-related terms.
您的客户网络越广泛，越多的公司，您会与您竞争广告老虎机。
Of course, target audience is a critical factor when it comes to your advertising, There is little point in advertising to a cheaper, but irrelevant audience, if you believe your best market is too expensive to target.
可能影响您的广告成本的一些相关受众因素包括：
- Location
- Age
- Gender
- 他们的兴趣
- Connections (e.g., have they already liked your Facebook page)
- Languages
The Quality Level and Relevance of Your Ad
Think of those “in your face,” shouted, annoying ads you often have to endure on television. They annoy you there, but there is little you can do about it apart from changing the channel from the program you want to watch. Things are different online. If Facebook bombards you with annoying low-quality ads, you can shut Facebook down and move to another webpage with little thought or concern.
Facebookdoes not want that. So they discourage ads that they consider to be of poor quality.
Facebook并没有完全禁止糟糕的广告，但它增加了成本溢价，从而在Facebook广告投标过程中降低了他们的体重。
Facebook给你一个Relevance Scoreof between 1 and 10 for every ad you run. This is a guide as to how relevant it believes your ad is for the targeted audience (10 being highly relevant). The higher your relevance score, the lower the cost you will face to place your ad. You can see your Relevance Score in your Facebook Ads Manager. It is worth taking note of this, to give you a guide to help you improve your ads in the future.
Your relevance score is fluid. It changes whenever people interact in either a positive or negative way with your ad.
Click-through ratealso affects your relevance. The more people click on your ad, as a proportion of impressions, the more Facebook considers your ad relevant to your audience.
Facebookcreates anEstimated Action Rate。This is their best guess of the likelihood that a particular person will take the action you are optimizing for with your ad.
当Facebook试图确定您的广告与特定人的相关性时，它会着眼于那个人的过去行为。例如，如果您的目的是使一个人点击您的广告，Facebook会分析人们过去是否单击了像您这样的广告。
Seasonal Factors
Sometimes the cost of your Facebook advertising will depend on the behavior of others. There are times of year when there is a massive demand by firms to place advertisements on Facebook. Conversely, there are quiet times of the year. Like all advertising markets, the cost of advertising will rise in the times of peak demand, and fall in the quiet moment when Facebook wants to encourage advertisers.
These would typically be similar to your business’ seasonal times. Your peak sales times, will most likely also be peak sales times for your competitors. Therefore, you will all want to advertise at the same time.
In particular, expect to pay more if you intend to advertise for:
- 感恩节（在美国）
- 黑色星期五 /网络星期一
- Christmas
- Boxing Day Sales
- 除夕和一天
广告放置
Facebookmakes it clear that ad placement affects your overall advertising cost. They offer you the following areas for ad placement, and they recommend that you allow them to place your ads in all of these places to reduce your average cost:
- Facebookdesktop News Feed
- Facebook桌面右专栏
- Facebookmobile News Feed
- Instagram Mobile News Feed
- 受众网络
- 信使
You will, of course, want to ensure that your audience uses Instagram and Messenger before you agree to your ads being placed there.
不同的投标选项
当您为广告设置出价时，您可以基于几个可能的选项：
- 每点击成本k (CPC)– you pay each time somebody clicks on your ad, regardless of what they do once they have clicked
- Cost per 1000 Impressions (CPM)- 您为看到您的广告的每1000个人支付金额，而不管他们是否单击它
- 每个动作成本（CPA）– you select a particular action (a conversion) you want, and you pay every time somebody performs that action. For instance, you might pay for every person who clicks through to sign up to your website as a result of a Facebook ad
- per like（CPL）的成本– you pay every time somebody likes your Facebook page
As the different measures result in varying actions, there will naturally be quite a variation between the different numbers. You would expect there to be more impressions than clicks so the price will reflect that. Similarly, as conversions are rarer than either clicks or impressions, you would pay more for a CPA bid
Optimizations
Facebookgives you the opportunity to focus your campaign on some common optimizations. Each of these automatically optimizes your campaign for a particular bidding option and targets.
- 转换– Facebook targets your campaign at people they believe will complete your desired conversion. In this case, they assume you will pay using CPM
- 印象– Facebook targets your ad to a broad audience, and charges you in CPM
- 链接点击到您的网站– Facebook selects people they believe are most likely to click through to your website. They charge CPC.
- Daily Unique Reach- Facebook专注于每天将广告交付给人们一次 - 在CPM中收取您的费用。
关键指标告诉您您的广告是否值得
When it comes to determining how “good” or “bad” the cost of your Facebook ads are, you need to look at your return on investment (ROI) and cost per action (CPA). This assumes you have the cash flow to pay your Facebook ad bills, which is where your budget figure needs to be realistic and manageable.
For an ad to be effective, the ROI needs to be higher than the CPA. Suppose your ads send people to a landing page, where they buy your product. Obviously, you need the additional sales made via that landing page to exceed the cost of the Facebook ads that send them to the landing page.
您可以做的越降低广告的成本，您的投资回报率应该越高。
In many cases, though, a Facebook advertising campaign targets higher up the funnel, rather than trying to make sales. In this case, it can be trickier to determine the “income” generated by an ad. You should be more interested in your “Social ROI” – the amount of social engagement you get from your ad in relation to your investment.
Naturally, every firm will have a different level of Social ROI they consider to be acceptable. Perhaps the easiest way is to compare the Social ROI from one campaign with the Social ROI from a previous campaign.
例如，您可能会为活动支付100美元。结果，人们可能会给您120个赞，50条评论和30股。在这种情况下，您将获得200美元的100美元参与，这是50美分的社交投资回报率。
Of course, you may consider some types of engagement more valuable than others, and weight them accordingly in your calculations.
AdExpresso’s 2016 Statistical Results
AD Espresso在2016年分析了大量数据，以查看企业为其Facebook广告支付的数据。他们将数据包括在电子书中facebook的广告Cost: 2016 Benchmarks。
他们的一些关键发现（均以$ $表示）是：
- 在美国，2016年第三季度的Facebook广告的平均每次点击费用为27.29美分 - 相比之下，CPM $ 7.19
- 全球平均CPC约为28美分
- Sunday and Monday had cheaper CPCs than other days of the week
- CPC有很大变化的CPC，具体取决于竞选目标（这些是第4季度的数据）：
- Reach - $1.01
- Lead Generation – 79 cents
- 视频视图 - 61美分
- 异地转换 - 37美分
- 印象 - 25美分
- Link Clicks – 12 cents
- Post Engagement – 4 cents
- 页面参与 - 3美分
- Average Cost per Like (CPL) in the USA was 20 cents – half the rate in Germany
- 每个应用程序安装的平均成本因国家 /地区的价格差异很大，从英国5.40美元到巴西的44美分。在美国是2.28美元
It is important to observe that there was considerable variation in some of these statistics between AdEspresso’s Q3 2016 and Q4 2016 results, suggesting that Facebook ad costs vary greatly over time.
Further Reading: You can also find a comprehensive Guide to Advertising on Facebook over这里
