Although advertisers have many elements to consider when launching a new online advertising campaign, from potential reach to ad creative, oftentimes it comes down to cold, hard numbers. Fortunately, Facebook is one of the most cost-effective advertising platforms available. However, with so many ad formats available, the question of ROI depends greatly on the ad format in question. Let’s take a look.
The figure below, based on WordStream data, shows that the average cost-per-click of Facebook ads is $1.72 - a remarkably low CPC considering how effective Facebook ads can be:
Facebook ads are similarly cost-effective when it comes to cost-per-action, or CPA. As we can see in the figure below, CPAs across Facebook ads vary quite widely. Some sectors offer more competitive CPAs than others. The education and apparel verticals have significantly lower CPAs than the home improvement and technology verticals:
To see even more data on Facebook advertising costs, check out the full range of WordStream data on Facebook advertising benchmarks for your industry.
Although the cost of Facebook advertising has risen in recent years, overall costs remain significantly lower in many cases than similar metrics in PPC.
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