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Facebook advertising is all about the visuals. Awesome ad copy is great (and can certainly help you convert). But it’s beautiful images and videos that will catch your customers’ eye, stop them mid-scroll, and hopefully get them to click.

That’s why fine-tuning your visual content is such a crucial part of getting the most from your Facebook ad dollars.

Recommended Facebook ad sizes are always changing. After spending time, money, and energy making sure your images and videos are gorgeous and on-brand, the last thing you want is for them to appear cropped, distorted, or even worse, rejected by Facebook entirely.

Don’t worry. Here’s your complete cheat sheet of Facebook ad specs and sizes, fully updated for 2023 — along with important tips and best practices for crafting ads that perform.

Facebook video ad specs

Just like the rest of the Internet, Facebook is more video-centric than ever.

That means video should be a part of your Facebook ad strategy — but remember, almost all Facebook users browse with mobile devices, and over 80% browse only on mobile!

That’s why Facebook recommends its advertisers design with mobile in mind first.

For all video ad types, Facebook recommends uploading the “highest resolution source video available without letter or pillar boxing.” Facebook provides an exhaustive list of aspect ratios and features available for each ad type.

As a rule, videos should be formatted vertically (4:5, 9:16, or 16:9 aspect ratio) if they’re to be seen on mobile only, or in a square (1:1) format to display on both desktop and mobile.

While video ads can be as long as two hours, there’s no reason to do so in practice. Facebook recommends keeping videos short, to 15 seconds or less.

You should also design videos that work with and without sound (by enabling captions). The one exception is Instant Article video ads, for which captions are not supported.

Video ads on Facebook can display in a variety of settings, from the main News Feed, to Search Results, to Marketplace. Here’s the ad specs and sizes you need for all kinds of video ads on Facebook.

Wherever your video ad displays, Facebook suggests “using movement and sound to capture attention quickly, show unique product features, or tell your brand story.”

Feed video ads

These are the classic Facebook video ads, displayed between content from friends, family, Groups, and Pages on your newsfeed.

Source

File type: MP4, MOV or GIF
Minimum width: 120 px
Minimum height: 120 px
Resolution: At least 1080 x 1080 pixels
Video ratio: 4:5 for mobile only, or 1:1 (for desktop or mobile)
File Size: 4GB max
Minimum duration: 1 second
Maximum duration: 241 minutes

Instant article video ads

In this format, articles open immediately in-app, into an optimized reading experience. Your ads will display within this Instant Article environment, kind of like print ads in a magazine.

Remember that while sound is optional, captions are not supported for this kind of content.

Source

File Type: MP4, MOV or GIF
Minimum width: 120 px
Minimum height: 120 px
Resolution: At least 1080 x 1080 pixels
Video ratio: 16:9
File Size: 4GB max
Minimum duration: 1 second
Maximum duration: 241 minutes

In-stream video ads

Facebook in-stream video ads are displayed to users before, in between, or after videos from their favorite publishers and creators. These ads might also appear within Facebook Live streams, from select, pre-approved gaming, entertainment and sports partners.

In-stream video ads appear on both desktop and mobile. They are sometimes skippable, after watching the first 5 seconds, and never auto-play more than 15 seconds of content.

Source

File Type: MP4, MOV or GIF
Minimum width: 120 px
Minimum height: 120 px
Resolution: At least 1080 x 1080 pixels
Video ratio: 16:9 or 1:1
File Size: 4GB max
Minimum duration: 5 seconds, for desktop or mobile
Maximum duration: 15 seconds for desktop, 10 minutes for mobile (may vary by ad objective)

Search results video ads

Facebook Search is an important way for users to find the content they want, both on Marketplace and Facebook generally.

Search results ads help you connect with users who are looking for content relevant to your product and niche.

File Type: MP4, MOV or GIF
Minimum width: 120 px
Minimum height: 120 px
Resolution: At least 1080 x 1080 pixels
Video ratio: 1:1
File Size: 4GB max
Minimum duration: 1 second
Maximum duration: 241 minutes

Video feed ads

The Video Feed opens when users click a video in their home News Feed, suggesting additional videos they might like. Video feed ads appear in between these organic videos.

Source

File Type: MP4, MOV or GIF
Minimum width: 120 px
Minimum height: 120 px
Resolution: At least 1080 x 1080 pixels
Video ratio: 4:5
File Size: 4GB max
Minimum duration: 1 second
Maximum duration: 241 minutes

Right column video ads

This desktop-only format most commonly appears along the right side of the screen. It’s most commonly displayed alongside Facebook Pages, but can appear elsewhere, too.

File Type: MP4, MOV or GIF
Minimum width: 120 px
Minimum height: 120 px
Resolution: At least 1080 x 1080 pixels
Video ratio: 1:1 for desktop or mobile, or 4:5 for mobile only
File Size: 4GB max
Minimum duration: 1 second
Maximum duration: 241 minutes

Business explore video ads

This ‘explore page’-like experience helps users discover new businesses in niches they’re interested in, like restaurants, clothing, or beauty.

Business Explore content includes both paid ads and organic posts.

File Type: MP4, MOV or GIF
Minimum width: 120 px
Minimum height: 120 px
Resolution: At least 1080 x 1080 pixels
Video ratio: 1:1 (for desktop or mobile) or 4:5 (for mobile only)
File Size: 4GB max
Minimum video length: 1 second
Maximum video length: 241 minutes

Facebook image ad specs

Imagine a Facebook ad without an image — seriously, try it.

Sounds… boring, right? Social media is a visual medium, and without some kind of colorful eye candy, users won’t even notice your ad, let alone click. That’s why every ad you upload to Facebook should have an image, if not several (more on that later).

But figuring out image ads for Facebook can be tricky. Different placements and formats call for different sizes, and you want to make sure you get it right so you’re showing your product at its best.

No matter what, Facebook suggests choosing an interesting product photo, that will make people want to click and learn more. Or, use a beautiful, creative photo to show off your brand identity.

Depending on your ad’s objective (like awareness or engagement), you might be able to use a Panorama or 360° photo in your Facebook ads. Facebook will recognize these automatically.

Here’s the ad specs and sizes you need for all kinds of image ads on Facebook.

Feed image ads

These are the classic Facebook single image ads, displayed between content from friends, family, Groups, and Pages on your newsfeed.

Source

File Type: JPG or PNG
Ratio: 1.91:1 to 1:1
Resolution: At least 1080 x 1080 pixels
File Size: 30MB max
Minimum Width: 600 pixels
Minimum Height: 600 pixels

Right column image ads

This desktop-only format most commonly appears along the right side of the screen. It’s most commonly displayed alongside Facebook Pages, but can appear elsewhere, too.

Because right column images are so small, Facebook recommends not adding any text overlay.

Source: Facebook

File Type: JPG or PNG
Ratio: 1:1
Resolution: At least 1080 x 1080 pixels
File Size: 30MB max
Minimum Width: 254 pixels
Minimum Height: 133 pixels

Instant article image ads

In this format, articles open immediately in-app, into an optimized reading experience. Your ads will display within this Instant Article environment, kind of like print ads in a magazine.

File Type: JPG or PNG
Ratio: 1.91:1 to 1:1
Resolution: At least 1080 x 1080 pixels
File Size: 30MB max

Marketplace image ads

Beloved by deal-hunters everywhere, Marketplace is a great place to buy anything under the sun from resellers, artisans, and businesses of any size in your local community.

Marketplace image ads are a great way to reach a super-engaged audience who’s already in the mood to shop and buy.

Source: Facebook

File Type: JPG or PNG
Ratio: 1:1
Resolution: At least 1080 x 1080 pixels
Maximum File Size: 30MB

Search results image ads

Facebook Search is an important way for users to find the content they want, both on Marketplace and Facebook generally.

Search results ads help you connect with users who are looking for content relevant to your product and niche.

File Type: JPG or PNG
Ratio: 1.91:1 to 1:1
Resolution: At least 1080 x 1080 pixels
Maximum File Size: 30MB
Minimum Width: 600 pixels
Minimum Height: 600 pixels

Business explore image ads

This ‘explore page’-like experience helps users discover new businesses in niches they’re interested in, like restaurants, clothing, or beauty.

Business Explore content includes both paid ads and organic posts.

File Type: JPG or PNG
Ratio: 1.91:1 to 1:1
Resolution: At least 1080 x 1080 pixels
Maximum File Size: 30MB max
Minimum Width: 600 pixels
Minimum Height: 600 pixels

Facebook carousel ad specs

What if you could bring together multiple images, or even images and videos, in one ad?! It’s not a dream — it’s a reality!

Carousels let you showcase 2 to 10 images and videos within one ad, each with its very own link. The user can scroll through them freely, without needing to navigate away to a new page.

Try using Carousels to show off a few different products, share multiple features of one product, tell a brand story, or publish an editorial.

While Carousels appear in a few places across Facebook, sizes and specs are very similar for all of them. Here’s what you need to know.

Feed carousel ads

Displayed between content from friends, family, Groups, and Pages, Carousels make a great addition to the classic Facebook Feed experience.

Catch customers’ eye with a great cover visual, then let them browse and scroll through 2 to 10 images or videos.

Source

Feed Carousel image and video specs

Ratio: 1:1
Resolution: At least 1080 x 1080 pixels
Minimum number of cards: 2
Maximum number of cards: 10

Feed Carousel Images

Image File Type: JPG or PNG
Image File Size: 30MB max

Feed Carousel videos

Video File Type: MP4, MOV or GIF
Video File Size: 4GB max
Video Duration: 1 second to 240 minutes

Right column carousel ads

This desktop-only format most commonly appears along the right side of the screen. It’s most commonly displayed alongside Facebook Pages, but can appear elsewhere, too.

Be aware that only the first card of your Carousel will be visible in the Right Column. Facebook recommends not adding any text or design elements on top of these images.

Source

Right Column Carousel image and video specs

Ratio: 1:1
Resolution: At least 1080 x 1080 pixels
Minimum number of cards: 2
Maximum number of cards: 10

Right Column Carousel Images

Image File Type: JPG or PNG
Image File Size: 30MB max

Right Column Carousel videos

Video File Type: MP4, MOV or GIF
Video File Size: 4GB max
Video Duration: 1 second to 240 minutes

Marketplace carousel ads

Beloved by deal-hunters everywhere, Marketplace is a great place to buy anything under the sun from resellers, artisans, and businesses of any size in your local community.

Marketplace image ads are a great way to reach a super-engaged audience who’s already in the mood to shop and buy — and Carousels offer even more of an interactive, browsing experience.

Source

Marketplace Carousel image and video specs

Ratio: 1:1
Resolution: At least 1080 x 1080 pixels
Minimum number of cards: 2
Maximum number of cards: 10

Marketplace Carousel Images

Image File Type: JPG or PNG
Image File Size: 30MB max

Marketplace Carousel videos

Video File Type: MP4, MOV or GIF
Video File Size: 4GB max
Video Duration: 1 second to 240 minutes

Business Explore carousel ads

This ‘explore page’-like experience helps users discover new businesses in niches they’re interested in, like restaurants, clothing, or beauty.

Business Explore content includes both paid ads and organic posts. Carousels are the perfect way to create an interactive, shopping-like experience for your customers. Think of these ads as your virtual shop shelves!

Business Explore Carousel image and video specs

Ratio: 1:1
Resolution: At least 1080 x 1080 pixels
Minimum number of cards: 2
Maximum number of cards: 10

Business Explore Carousel Images

Image File Type: JPG or PNG
Image File Size: 30MB max

Business Explore Carousel videos

Video File Type: MP4, MOV or GIF
Video File Size: 4GB max
Video Duration: 1 second to 240 minutes

Search results carousel ads

Facebook Search is an important way for users to find the content they want, both on Marketplace and Facebook generally.

Search results ads help you connect with users who are looking for content relevant to your product and niche. Then, show off what makes your offering special with a selection of images to scroll through!

Search Results Carousel image and video specs

Ratio: 1:1
Resolution: At least 1080 x 1080 pixels
Minimum number of cards: 2
Maximum number of cards: 10

Search Results Carousel Images

Image File Type: JPG or PNG
Image File Size: 30MB max

Search Results Carousel videos

Video File Type: MP4, MOV or GIF
Video File Size: 4GB max
Video Duration: 1 second to 240 minutes

Facebook Story ad specs

Did you know that over 1 billion stories are posted each day across Facebook’s apps?! This timely, ephemeral format is only getting more popular, with 62% of users saying they expect to use Stories more and more in the future.

Stories ads will pop up for users between organic content from friends, brands, and family accounts they follow.

Don’t get left behind — make Stories a part of your ad strategy now. You can use video, images, and even Carousels (on Messenger) in this format.

Whatever kind of content you choose, Facebook suggests leaving a 250-pixels border free of text and logos, along both top and bottom of the image. That way, you can avoid hiding your design behind key features like the heart button and reply box.

Image story ads

Imagine your product — fullscreen! That’s the large-scale, engaging experience that Stories ads create. Plus, have fun and get creative by adding emoji, stickers, and interactive features like question boxes and polls.

They’ll display for 5 seconds, or until the user swipes forward.

Source

File Type: JPG or PNG
Ratio: 9:16
Resolution: At least 1080 x 1080 pixels
File Size: 30 MB max
Minimum Width: 500px

Video story ads

Stories are the perfect way to show off your vertical video — especially if it’s a timely, lo-fi, or behind-the-scenes experience that you want to feel exclusive and limited.

Stories video ads will play for up to 15 seconds, or less if your video is shorter. You also have the option to split a longer video into 2 or 3 separate Stories cards. After that, viewers can click Keep Watching if they want to see the rest.

Source

Sound and captions: Optional, but recommended
File Type: MP4, MOV or GIF
Ratio: 9:16
Resolution: At least 1080 x 1080 pixels
Video Duration: 1 second to 2 minutes
File Size: 4GB max
Minimum Width: 500 pixels

Carousel ads (Messenger Stories)

Carousel Story ads display in Messenger, right above the user’s main inbox. It’s the perfect way to deliver a self-directed experience and let interested shoppers browse your products without ever leaving the app.

These carousels have the same specs and sizes as they would anywhere else on the site.

Carousel image and video specs

Ratio: 1:1
Resolution: At least 1080 x 1080 pixels
Minimum number of cards: 2
Maximum number of cards: 10

Carousel Images

Image File Type: JPG or PNG
Image File Size: 30MB max

Carousel videos

Video File Type: MP4, MOV or GIF
Video File Size: 4GB max
Video Duration: 1 second to 240 minutes

Facebook Reels ad specs

Short-form video is taking over — and Reels has become a force to be reckoned with! Reels makes it easy to get in on the short-form video fun, whether you’re focused on community-building, brand awareness, or closing sales.

Facebook suggests using Reels to participate in fun trends, educate customers on your product, or tell your brand story in authentic, from-the-heart ways.

Think Reels ads as Stories that won’t disappear. Similarly to Stories ads, these will pop up between organic content from accounts your audience follows.

Users can comment, like, view, save, share and skip these ads, and they can be accessed from the Reels Feed or Tab, which opens a vertically-scrolling viewer.

Video Reels ads

Video is the name of the game with Reels. These vertical videos can be up to 60 seconds, and they’re the ultimate way to get real, build relationships, and let users see your product in action.

Short vertical video isn’t going anywhere — so jump in and start having fun!

Source

Sound and captions: Optional, but strongly recommended
File Type: MP4, MOV
Recommended Ratio: 9:16
Resolution: At least 500 x 888 pixels
Video Duration: 0 seconds to 60 seconds
Maximum File Size: 4GB

Image Reels ads

No video? No problem! Post your best product or branding images to Reels. Try dressing it up with fun design elements, text overlay, or even an audio soundtrack!

Source

File Type: JPG or PNG
Ratio: 1.91:1 to 1:1
Resolution: At least 1080 x 1080 pixels
Maximum File Size: 30MB
Minimum Width: 600 pixels
Minimum Height: 600 pixels

Overlay Reels image ads

These small ads let you display a product or service on-screen over your Reel, while it’s running.

These single, static images ??can pop up at the beginning of a Reel, or stay on-screen as a banner. For example, you could create a Reel product tutorial, with a link to buy the product itself in an overlay image.

Because these images are so small, Facebook recommends not adding any text or design elements.

File Type: JPG or PNG
Ratio: 1:1
Resolution: At least 1080 x 1080 pixels
Maximum File Size: 30MB
Minimum Width: 600 pixels
Minimum Height: 600 pixels

Carousel Reels ads

That’s right, Carousels can find a home on Reels, too. These are the same Carousel specs and sizes you’d expect to find anywhere else on Facebook (but remember, keep it short and sweet)!

Carousel image and video specs

Ratio: 1:1
Resolution: At least 1080 x 1080 pixels
Minimum number of cards: 2
Maximum number of cards: 10

Carousel Images

Image File Type: JPG or PNG
Image File Size: 30MB max

Carousel videos

Video File Type: MP4, MOV or GIF
Video File Size: 4GB max
Video Duration: 1 second to 240 minutes

Facebook collection ad specs

Collections are a bit like the social media equivalent of peeking in a store window, at all the goodies inside.

This ad type usually includes a cover image or video, followed by several product images. It’s a similar concept to a Carousel, but with all the content visible at the same time.If you want, you can set your cover video to autoplay when a user scrolls over your collection.

Clicking the Collection cover will open Instant Experience. This is a full-screen landing page that drives traffic directly to your product pages. You can add buttons, carousels, photos, text and video to Instant Experience ads. Choose from templates like Lookbook, Storefront, Customer Acquisition and Storytelling, or create your own custom Instant Experience.

Facebook feed collection ads

These Collections will display between content from friends, family, Groups, and Pages, on users’ home Feed.

The first media asset you upload to your Instant Experience will be the Collection’s cover image or video — so choose carefully!

Source

Collection ad image and video specs

Resolution: At least 1080 x 1080 pixels
Ratio: 1:1

Collection ad images

Image File Type: JPG or PNG
Image Maximum File Size: 30MB

Collection ad videos

Video File Type: MP4, MOV or GIF
Video Maximum File Size: 4GB

Instant Article collection ads

Collection ads (and Instant Experience) also display within Instant Articles — how’s that for meta?

These Collections use the same specs as their counterparts in the main feed.

Collection ad image and video specs

Resolution: At least 1080 x 1080 pixels
Ratio: 1:1

Collection ad images

Image File Type: JPG or PNG
Image Maximum File Size: 30MB

Collection ad videos

Video File Type: MP4, MOV or GIF
Video Maximum File Size: 4GB

Video feed collection ads

People browsing the Video Feed can peruse Collection ads, too. Just like you saw above, content for these Instant Experiences follows similar specs.

Collection ad image and video specs

Resolution: At least 1080 x 1080 pixels
Ratio: 1:1

Collection ad images

Image File Type: JPG or PNG
Image Maximum File Size: 30MB

Collection ad videos

Video File Type: MP4, MOV or GIF
Video Maximum File Size: 4GB

More Facebook advertising resources

The art of Facebook advertising is more than just sizes and specs. Here’s what you’ll need to know to create a truly successful campaign:

How to advertise on Facebook
How to use Facebook Audience Insights
What to do with $100 on Facebook ads
How to create a Facebook ad in minutes
How to improve your Facebook ad conversions
How to use the Facebook Boost post button

Publish and analyze your Facebook, Instagram, and LinkedIn ads alongside your regular social media content with Hootsuite Social Advertising. Stop switching from platform to platform and get a complete view of what’s making you money. Book a free demo today.

Get Started

The post Facebook Ad Sizes and Specs: Your 2023 Cheat Sheet appeared first on Social Media Marketing & Management Dashboard.

Originally posted on March 20, 2023 @ 1:41 pm

Did you know that running Facebook cost-per-click advertising campaigns opens up your business to reach a potential audience of 2.11 billion people?

That’s right; Facebook is alive and kicking! Now under the Meta umbrella, Facebook cost-per-click advertising has long been a trusted strategy for growth when combined with organic content.

Savvy marketers know to keep one eye on the bottom line and look for ways to save businesses money. Lowering your Facebook cost-per-click (CPC) is one way to do that, so read on for tips on decreasing your CPC and understanding how to get the most out of your ad campaigns on Facebook.

What is cost-per-click advertising on Facebook?

Facebook cost-per-click advertising is an auction-based marketing strategy where businesses bid to display their ads to a predetermined audience. However, when you use CPC pricing, you’ll only pay when a Facebook user clicks on your ad.

For example, if you’re a fashion brand, you could launch a Facebook cost-per-click campaign to promote your latest product and include a call to action (CTA) that encourages users to click through and shop your latest collection.

Thousands of businesses use Facebook advertising to grow, which is part of the reason an auction and bid-based strategy for Facebook ads is used.

With limited advertising spots on the platform, Facebook considers a variety of factors, including ad total value, quality, and estimated action rates (e.g., will users engage with the ad) to determine which ad gets shown to the specific target audience.

Facebook CPC is calculated as the total amount spent divided by the number of link clicks, and there are a few different cost-per-click campaigns that you can run on the platform. Let’s take a look.

Clicks to visit another website

This one is pretty straightforward. CPC campaigns that drive clicks to a website allow businesses to get more traffic — a great strategy if you’re just starting out and need to get more eyeballs on your product or service.

Call-to-action clicks that go to another website (i.e., “Shop Now”)

Including a specific call to action in your CPC campaigns is a method marketers use to entice their audience to click through to a website or landing page. Common calls to action include language like ‘learn more’, ‘buy now’, or ‘claim offer’.

Notice how these micro sentences always include an action-based word? Using language like this inspires user action, meaning more clicks for your campaign.

Clicks to install an app

This campaign is perfect for businesses who want to generate interest and install an app. For example, let’s say your fashion brand launches a new iOS app that gives your audience the chance to shop through the application. You could run a CPC campaign that focuses on generating clicks to install the app.

Clicks to view a video on another website

Video marketing has been taking social media by storm (hello, TikTok!), so why not leverage the power of video in your CPC campaigns? Using our fashion brand example, you could launch a cost-per-click campaign that encourages your audience to watch a YouTube video on your sustainability practices and how you care about the future of the environment.

What is a good cost-per-click on Facebook?

Now that you’re clued up on how to use cost-per-click advertising on Facebook, you’re probably wondering how CPC campaigns will impact your marketing budget. Luckily, along with our friends at AdEspresso, we’ve crunched the numbers on how much Facebook ads cost and have all the details you need.

Cost-per-click, by month

On a monthly view, it’s common to see a typical range of lower CPCs in Q1 that ramps up to year-high CPCs in Q4. This end-of-year surge is due to Black Friday/Cyber Monday events, holiday shopping, and increased e-commerce advertiser competition.

Cost-per-click, by day of the week

Facebook CPC costs are generally lower on weekends because as more people use social media on Saturday and Sunday, there’s more advertising space available, meaning that you can win auctions at a lower bid price.

Cost-per-click, by time of day

Unsurprisingly, it costs you less to run your campaigns late at night because everyone is asleep. However, we do recommend letting your Facebook cost-per-click campaigns run 24/7 and allow Facebook to maximize your clicks according to your campaign objective.

7 tips to lower your cost-per-click on Facebook ads

If you’re looking to lower your CPC without sacrificing results, you’ve come to the right place. Each of these tips might help you decrease your cost-per-click but remember that each industry and business is different. What drives results for one team might not work for you, so play around and find the formulas that fit your niche and budget.

Nail your campaign objective

Creating a campaign objective is the first step in building a Facebook ad campaign. The campaign objective focuses on the goal you want to achieve from running your ads on Facebook.

Facebook gives you a full roster of different objectives to choose from, including building brand awareness, increasing traffic to your website, generating engagement, landing conversions, and directing traffic to your online store.

Depending on the goal of your ad campaign, you’ll need to match up your own campaign objective with the objectives offered on Facebook. Play around and test which ones get you the best results. For example, if you’re a new business that’s launching with Facebook ads, you’ll likely focus on impressions and reach to help you increase your brand awareness.

Improve your relevancy score

Your relevance score will directly impact your CPC, so it’s important to watch it carefully.

Facebook ads will provide a relevance score on every campaign you run. As the name suggests, this score tells you how relevant your ad is to your target audience.

We don’t know the exact algorithm Facebook uses to calculate the relevancy score, making it a black box metric. Still, we know that positive interactions like engagement, clicks, and saving the ad will improve the score, while hiding the ad will lower the score.

Facebook prioritizes ads with high relevance scores and will actually lower your CPC if your score is on the higher end. Because of this, you should watch your campaigns’ relevance scores and either adjust or stop campaigns with lower scores.

Understand audience targeting

Your main goal of a successful ad campaign on Facebook is to ensure your ad is seen by the right audience at the right time. Understanding audience targeting can help make that happen and actively lower your CPC.

So don’t leave it up to Facebook to choose who sees your ad. Select the location, interests, behaviors, and other demographics to get specific. Narrowing down your target audience helps you bid on who you really want to reach and gives you the opportunity to create more personalized ads that grab their attention (meaning more clicks and conversions for you!)

Think carefully about where you place your ad

Facebook ads can be shown on both mobile and desktop, in newsfeeds, the right-hand column, Instagram (another of Meta’s product suite), Facebook Messenger, and the Facebook Audience Network.

Take some time to understand the best placement for your ad. Will you have a greater impact in the newsfeed or Messenger? Luckily, this is an area that Facebook lets you change after you’ve published your ad, so if you’re finding that your click-through rate is low, go ahead and switch up the ad placement.

Test your ad creative

Testing and iterating on your ad’s creative elements is another tactical way to decrease your cost-per-click. By introducing A/B testing on your Facebook ads, you open up the door to learning which ad creative achieves your campaign goals.

Eric Dyck, CEO at DTC Newsletter, says that his team focuses on velocity when it comes to testing. “The most important aspect of creative testing is velocity, meaning testing multiple creatives every week or every day, depending on your budget. The goal is to find “winners,” or ads that will allow you to scale your campaigns profitably until the creative burns out, which is why you always need to be testing.

The testing framework we use is the Pilot Test, which involves brainstorming five separate angles on the product. Angles are ad concepts built around why a customer might love your product or a problem or pain point your product solves.

With your angles, you also create five related headlines, ad copies, and creative imagery or video. Then you run the creative ad sets head to head and see which one produces the lowest cost-per-click. From there, you can mix and match-winning elements from each ad set to create winning ads with a lower cost-per-click and higher conversion rates.”

Increase your click-through rate (CTR)

Newsflash! Increasing your click-through rate (CTR) will increase your relevance score and lower your Facebook ad costs. Some of the best ways to increase your ads’ CTRs include:

Always use desktop newsfeed ad placements, which generate higher CTRs
Use appropriate CTA buttons. “Learn More” will sometimes drive more clicks than “Shop Now” for cold audiences that don’t trust you yet
Write simple, clean copy that gets right to the point and doesn’t leave users guessing at what they’re clicking on or why they should. (Here are a few examples to get the creative juices flowing!)
Keep your frequency (or the number of times the same user sees the same ad) as low as possible. If the frequency gets too high, your CTR will fall.

Focus on retargeting

Retargeting is the practice of showing your ads to users who are familiar with your brand and products. Because this is a “warm” audience, they’ll be more likely to interact with or click on your ad, which increases CTRs and lowers CPC.

You can create custom audiences from those who have interacted with your Facebook Page, your site, and your mobile app.

You can even use retargeting to send a follow-up ad to users who’ve previously watched the majority of your video ad that was shown to a cold audience, increasing the likelihood that they’ll click since they’re somewhat familiar with your CPC ad.

You can also use custom audiences from your email list for retargeting. Whether you’re showing ads to users based on their past purchases or past engagement on your site, you’ll know your relationship with them upfront. This can help you create ads and offers they’ll be most interested in.

Manage your Facebook presence alongside your other social media channels using Hootsuite. From a single dashboard, you can schedule posts and videos, engage your audience, and measure the impact of your efforts. Try it free today.

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The post 7 Simple Ways to Lower Your Facebook Cost Per Click appeared first on Social Media Marketing & Management Dashboard.

Originally posted on March 20, 2023 @ 1:41 pm