How Much Cost To Advertise On Facebook – Growing your business through online advertising has never been easier. That said, there’s a lot of information to consider, and for newcomers to online advertising, it can be a little intimidating to say the least.
Each online advertising platform has its strengths and weaknesses, and there are dozens of ad formats, campaign types, and performance metrics advertisers should consider. At the root of it all, however, is always the same burning question:
How Much Cost To Advertise On Facebook
Today we take a closer look at advertising costs on three of the largest online advertising platforms: Google AdWords, Facebook Ads and Instagram.
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We look at the relative costs of advertising on Google, Facebook and Instagram, as well as the strengths and weaknesses of each online advertising platform. Finally, we’ll look at how each platform performs in terms of performance, and there’s going to be a lot of real world data and research throughout.
Google Ads, the grandfather of Internet advertising, is not only the largest online advertising platform in the world, it is an integral part of the Internet itself.
You’ve probably heard the joke that Google is an advertising company with a search engine, but that’s actually not far from the truth. Google gets the lion’s share of its billions of dollars in annual revenue from its online advertising, which in turn allows the company to stay at the forefront of search technology.
Before we can answer, we need to specify which part of Google’s massive empire we’re talking about: the search network or the display network.
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The Google Search Network displays pay-per-click (PPC) ads above and below the organic search results for a user’s query. Because Google displays online ads that are highly relevant to the query, businesses using Google ads can drive highly qualified traffic to their site and landing pages. Instead of showing your ads to a large audience who may or may not be in the market for your products (as you do when you buy billboard space), you can target your ads to people who are specifically looking for the types of products or services you are looking for. offer.
Display ads appear on the Google Display Network. The Display Network covers the vast majority of the indexable web. While advertisers can include rich media content in many display ad formats (such as animations and videos), most display ads tend to be banner ads.
As the name suggests, PPC ads are priced on a cost-per-click (CPC) basis, meaning the advertiser has to pay a small amount each time someone clicks on an ad.
Your cost-per-click is calculated instantly each time your ad is viewed in a process known as an ad auction. With the ad auction, Google determines which ads appear when someone searches for keywords, the order in which the ads are arranged, and how much each online advertiser pays per click.
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Your ad position and cost-per-click are determined partly by the competitive landscape and partly by your maximum bid (the maximum amount you’re willing to pay for each click) and Quality Score (a measure of how good your ads are from 1 to 10). A higher Quality Score increases your ad rank and lowers your CPC.
There are many other factors that affect your CPC and other Google Ads costs. For example, CPCs can vary widely from one geographic location to another (even for closely related keywords and search terms) and from one industry to another.
For example, CPCs for financial keywords are often significantly higher than other industries (more on that shortly).
Display ads on the Google Display Network (and other networks in general) often have significantly lower click-through rates (CTR) than PPC ads. In fact, according to Solve Media, you’re more than 475 times more likely to survive a plane crash than to click on a banner ad — a sobering statistic.
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However, the CTR of your online display ads will increase significantly when combined with smart targeting options such as remarketing and major event targeting. Like search ads, display ads generate a higher ROI when you can get a higher click-through rate.
Now that we’ve broken down the main differences between these two types of ads and their typical pricing models, let’s take a look at all that juicy data.
Online advertising costs vary widely not only by platform, but also by industry of the advertiser. With that in mind, let’s take a look at the average cost of a Google Ads ad across 20 industries:
The average CPC in Google Ads across all verticals is $2.32 on the Search Network and $0.58 on the Google Display Network.
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As you can see, some of the most expensive keywords on Google’s search network are in the legal sector, with an average CPC of $5.88. That’s hardly surprising given how expensive legal services can be and the often large sums of money at stake in high-profile lawsuits. In other mainstream industries, the average cost per click of an ad ranges from as little as 19 cents to $3 to $4 per click. In general, the more expensive the product or service is for sale, the more expensive the advertisements are.
To put this data in context, a client’s average monthly PPC spend is $9,813. However, larger companies often spend significantly more, amounting to millions in online advertising costs each year.
You can lower the cost per click in your campaigns by increasing your Quality Scores. Your Quality Score is largely the result of a higher-than-expected click-through rate, so boost your click-through rates by writing highly relevant ads that move users emotionally so they can’t help but click.
For tips on writing ads with the highest CTRs, check out our study of the factors that determine the best performing ads in Google Ads.
Average Ad Click Through Rates (ctrs) For Paid Search, Display And Social Media
The first is a technique known as day parts or ad scheduling. This allows you to specify the time periods during the day when your ads can show. For example, a brick-and-mortar retailer wants to maximize traffic to its brick-and-mortar locations, and by using time splitting, advertisers can limit ads to the hours or days the store is open.
Time slotting not only gives you more control over when your ads show, but can also be used to reduce costs even during ‘sub-optimal’ windows. If you look at the image below, you can see that the average cost per action (CPA) can vary widely depending on the time of day. This gives astute advertisers the opportunity to cut costs as advertising budgets are reduced.
CPA by time of day, both weekdays and weekends. Note that weekend CPAs are significantly higher than weekday CPAs.
To continue our example of a real-world top-down retail company, the same company that wants to drive visitors to a brick-and-mortar store is not likely to get much return from advertising served to users who live outside the shopping area.
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Geo-targeting options active in Google Ads. This example shows a physical radius of 20 miles around Boston.
This is what makes geographic targeting so powerful; allows advertisers to target locations likely to have the greatest impact. Combined with the split into time slots, this gives advertisers much more control over where and when their ads can appear.
Another method you can use to control your advertising budget in AdWords is device targeting. Again, using our brick-and-mortar store as an example, device-targeted advertisers can target specific devices with their ads and bid higher for searches performed on mobile devices.
In the image above, the optimized campaign’s bid adjustments are used to adjust bids by location. Advertisers can use bid adjustments in the Devices tab.
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This means that advertisers can bid on more expensive keywords, such as highly profitable “near me” searches, as these keywords often have a much stronger commercial intent and indicate a much higher likelihood that the user will follow the query and find a store in the area. neighborhood visits: In our example, the store’s ad in AdWords.
While some keywords cost more than others, Google Ads offers an excellent return on investment for advertisers of all sizes. The average cost you can expect to pay will depend on your budget and industry, but contrary to popular belief, paid search marketing isn’t just for big brands with deep pockets – small moms and dads can boost their bottom line, too. – effectively with AdWords.
While Google Ads tend to be more expensive than online ads on Bing or Facebook, the search intent is hard to beat and these ads are extremely effective at generating sales just when people are ready to buy, making them worth a small extra cost.
As the largest and most widely used social network in the world, Facebook is a behemoth in the world of online advertising. It’s not at all uncommon for a single company to run multiple online advertising campaigns on both PPC and paid social media, and Facebook ads are a great way to diversify your digital strategy and drive leads and sales.
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Essentially, the Facebook Ads pricing model works similar to advertising on Google. Advertisers can set up a daily newspaper
