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text-shade-70 group-hover:text-black">Business-to-business (B2B)</div></a></li></ul></div><div class="col-span-3 col-start-7 pt-8 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#white_circle_svg__a)"><path d="m12.75 19.25 5.5-5.5m1 2.5v-3.5h-3.5m-2 14.5h.5a1 1 0 0 0 1-1v-2.5a1 1 0 0 0-1-1h-.5a1 1 0 0 0-1 1v2.5a1 1 0 0 0 1 1Zm6 0h.5a1 1 0 0 0 1-1v-5.5a1 1 0 0 0-1-1h-.5a1 1 0 0 0-1 1v5.5a1 1 0 0 0 1 1Zm6 0h.5a1 1 0 0 0 1-1v-12.5a1 1 0 0 0-1-1h-.5a1 1 0 0 0-1 1v12.5a1 1 0 0 0 1 1ZM39.25 20c0 10.631-8.619 19.25-19.25 19.25S.75 30.631.75 20 9.369.75 20 .75 39.25 9.369 39.25 20Z" stroke="url(#market_svg__a)" stroke-width="1.5" stroke-linecap="round" stroke-linejoin="round"></path></g></svg></span><span id="subNavItem-Market" class="font-bold text-t7 inline-block">Market</span></div><ul class="pb-2" aria-labelledby="subNavItem-Market"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/my/marketing"><div class="text-base font-medium"><span class="inline-block arrow-animation">Market your business<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Reach & retain customers</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/my/facebook-instagram"><div class="text-base font-medium"><span class="inline-block arrow-animation">Market across social<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Social media integrations</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/my/inbox"><div class="text-base font-medium"><span class="inline-block arrow-animation">Chat with customers<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Shopify Inbox</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/my/email-marketing"><div class="text-base font-medium"><span class="inline-block arrow-animation">Nurture customers<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Shopify Email</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/my/segmentation"><div class="text-base font-medium"><span class="inline-block arrow-animation">Know your audience<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Gain customer insights</div></a></li></ul></div><div class="col-span-3 col-start-10 pt-8 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#white_circle_svg__a)"><path d="M12.75 15.75c0 1.243.75 2.5 2.25 2.5s2.5-1.257 2.5-2.5c0 1.243 1 2.5 2.5 2.5s2.5-1.257 2.5-2.5c0 1.243 1 2.5 2.5 2.5s2.25-1.257 2.25-2.5m-12.5 11.5h10.5a2 2 0 0 0 2-2v-9.067a2 2 0 0 0-.179-.827l-.538-1.184A2 2 0 0 0 24.713 13h-9.425a2 2 0 0 0-1.82 1.172l-.538 1.184a2 2 0 0 0-.18.827v9.067a2 2 0 0 0 2 2Zm3-3.5a2 2 0 0 1 2-2h.5a2 2 0 0 1 2 2v3.5h-4.5v-3.5ZM39.25 20c0 10.631-8.619 19.25-19.25 19.25S.75 30.631.75 20 9.369.75 20 .75 39.25 9.369 39.25 20Z" stroke="url(#manage_svg__a)" stroke-width="1.5" stroke-linecap="round"></path></g></svg></span><span id="subNavItem-Manage" class="font-bold text-t7 inline-block">Manage</span></div><ul class="pb-2" aria-labelledby="subNavItem-Manage"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/my/manage"><div class="text-base font-medium"><span class="inline-block arrow-animation">Manage your business<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Track sales, orders & analytics</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/my/analytics"><div class="text-base font-medium"><span class="inline-block arrow-animation">Measure your performance<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Analytics and Reporting</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/my/orders"><div class="text-base font-medium"><span class="inline-block arrow-animation">Manage your stock & orders<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Inventory & order management</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/my/flow"><div class="text-base font-medium"><span class="inline-block arrow-animation">Automate your business<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Shopify Flow</div></a></li></ul></div></div></div><div class="absolute bottom-0 inset-x-0 overflow-hidden z-20"><div class="container grid grid-cols-4 sm:grid-cols-8 md:grid-cols-12 gap-x-gutter gap-y-0"><div class="col-span-12 col-start-1 scheme-white:bg-shade-10 scheme-transparent-light:bg-shade-10 scheme-black:bg-shade-90 scheme-transparent-dark:bg-shade-90 relative after:absolute after:left-full after:top-[-1px] after:w-[100vw] after:h-[calc(100%+1px)] scheme-white:after:bg-shade-10 scheme-transparent-light:after:bg-shade-10 scheme-black:after:bg-shade-90 scheme-transparent-dark:after:bg-shade-90 scheme-black:text-white scheme-transparent-dark:text-white -ml-[var(--margin)] -mt-8 md:mt-0 pl-[var(--margin)] pt-6 before:content-[''] before:absolute before:right-full before:top-[-1px] before:w-[100vw] before:h-[calc(100%+1px)] scheme-white:before:bg-shade-10 scheme-transparent-light:before:bg-shade-10 scheme-black:before:bg-shade-90 scheme-transparent-dark:before:bg-shade-90 border-t scheme-white:border-shade-20 scheme-transparent-light:border-shade-20 scheme-black:border-shade-70 scheme-transparent-dark:border-shade-70 before:border-t scheme-white:before:border-shade-20 scheme-transparent-light:before:border-shade-20 scheme-black:before:border-shade-70 scheme-transparent-dark:before:border-shade-70 after:border-t scheme-white:after:border-shade-20 scheme-transparent-light:after:border-shade-20 scheme-black:after:border-shade-70 scheme-transparent-dark:after:border-shade-70 -translate-y-[30px]" data-background="white"><ul class="grid grid-cols-12 gap-x-gutter gap-y-0 pb-0"><li class="flex mb-6 pr-4 border-r border-shade-30 last:border-0 col-span-3"><a class="group inline-block w-full text-black hover:text-black" href="https://shopify.dev" aria-label="External source: Shopify Developers . Build with Shopify's powerful APIs"><div class="text-base font-medium"><span class="inline-block arrow-animation">Shopify Developers<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Build with Shopify's powerful APIs</div></a></li><li class="flex mb-6 pr-4 border-r border-shade-30 last:border-0 col-span-3"><a class="group inline-block w-full text-black hover:text-black" href="/my/plus"><div class="text-base font-medium"><span class="inline-block arrow-animation">Plus<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">A commerce solution for growing digital brands</div></a></li><li class="flex mb-6 pr-4 border-r border-shade-30 last:border-0 col-span-3"><a class="group inline-block w-full text-black hover:text-black" href="/my/products"><div class="text-base font-medium"><span class="inline-block arrow-animation">All Products<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Explore all Shopify products & features</div></a></li></ul></div></div></div></div></li><li class="mr-8 text-base"><div class="flex h-full"><a class="flex items-center hover:underline text-black hover:text-black" href="/my/pricing">Pricing</a></div></li><li class="mr-8 text-base"><div class="relative flex h-full after:content[""] after:block after:h-[3px] after:w-full after:absolute after:bottom-0 after:scale-0 after:origin-left after:transition-transform after:duration-[350ms] after:ease-[bezier(0.66, 0.66, 0.34, 1.00)] after:motion-reduce:transition-none hover:underline after:bg-black text-black"><button type="button" class="bg-transparent whitespace-nowrap" data-component-name="Resources-toggle-open" aria-controls="ResourcesDesktopMenu" aria-expanded="false" aria-haspopup="true"><span class="mr-3">Resources</span><div aria-hidden="true" class="relative inline-block h-[7px] w-3 cursor-pointer"><div class="inline-block rounded border-b-8 h-2 w-[2px] origin-center transition-all ease-[bezier(0.66, 0.66, 0.34, 1.00)] duration-[350ms] motion-reduce:transition-none border-black bg-black -translate-x-[3px] rotate-[135deg]"></div><div class="inline-block rounded border-b-8 h-2 w-[2px] origin-center transition-all ease-[bezier(0.66, 0.66, 0.34, 1.00)] duration-[350ms] motion-reduce:transition-none border-black bg-black -rotate-[135deg]"></div></div></button></div><div id="ResourcesDesktopMenu" class="absolute inset-x-0 top-global-header z-[21] transition-transform duration-[452ms] ease-[cubic-bezier(0.26,1.00,0.48,1.00)] motion-reduce:transition-none before:absolute before:inset-x-0 before:top-0 before:w-full before:h-full before:left-0 before:shadow-xl before:pointer-events-none before:z-10 bg-white text-black bg-white text-black opacity-0 pointer-events-none -translate-y-[10px]"><div class="relative no-scrollbar overflow-y-auto overflow-x-clip max-h-[calc(100vh-72px)] z-20"><div class="container grid grid-cols-4 sm:grid-cols-8 md:grid-cols-12 gap-x-gutter gap-y-0"><div class="col-span-3 col-start-1 pt-8 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#help-and-support_svg__a)"><circle cx="20" cy="20" r="19.25" stroke="currentColor" stroke-width="1.5"></circle><path d="M20 20v6" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round"></path><path d="M20 16.5a1.5 1.5 0 1 0 0-3 1.5 1.5 0 0 0 0 3Z" fill="currentColor"></path></g></svg></span><span id="subNavItem-Help and support" class="font-bold text-t7 inline-block">Help and support</span></div><ul class="pb-2" aria-labelledby="subNavItem-Help and support"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="https://help.shopify.com/en/" aria-label="External source: Help and support . Get 24/7 support"><div class="text-base font-medium"><span class="inline-block arrow-animation">Help and support<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Get 24/7 support</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/my/blog/topics/guides"><div class="text-base font-medium"><span class="inline-block arrow-animation">How-to guides<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Read in-depth business guides</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="https://academy.shopify.com" aria-label="External source: Business courses . Learn from proven experts"><div class="text-base font-medium"><span class="inline-block arrow-animation">Business courses<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Learn from proven experts</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/my/blog"><div class="text-base font-medium"><span class="inline-block arrow-animation">Shopify blog<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Business strategy tips</div></a></li></ul></div><div class="col-span-6 col-start-4 pt-8 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#white_circle_svg__a)" stroke="currentColor" stroke-width="1.5"><circle cx="20" cy="20" r="19.25"></circle><path d="m22.023 15.04 3 3M12.75 27.25l4.25-1 9.95-9.95a1 1 0 0 0 0-1.413l-1.837-1.836a1 1 0 0 0-1.414 0L13.75 23l-1 4.25Z" stroke-linecap="round" stroke-linejoin="round"></path></g></svg></span><span id="subNavItem-Popular topics" class="font-bold text-t7 inline-block">Popular topics</span></div><ul class="pb-2 columns-2" aria-labelledby="subNavItem-Popular topics"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/my/blog/what-is-shopify"><div class="text-base font-medium"><span class="inline-block arrow-animation">What is Shopify?<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">How our commerce platform works</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/my/blog/topics/founder-stories"><div class="text-base font-medium"><span class="inline-block arrow-animation">Founder stories<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Learn from successful merchants</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/my/blog/how-to-build-a-brand"><div class="text-base font-medium"><span class="inline-block arrow-animation">Branding<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Build your brand from scratch</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/my/blog/marketing-plan"><div class="text-base font-medium"><span class="inline-block arrow-animation">Marketing<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Build a marketing plan</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/my/blog/ecommerce-seo-beginners-guide"><div class="text-base font-medium"><span class="inline-block arrow-animation">Ecommerce SEO<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Improve your search ranking</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/my/blog/topics/social-media-optimization"><div class="text-base font-medium"><span class="inline-block arrow-animation">Social media strategy<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Turn social into sales</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/my/blog/how-to-scale-small-business"><div class="text-base font-medium"><span class="inline-block arrow-animation">Business growth<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Scale your business</div></a></li></ul></div><div class="col-span-3 col-start-10 pt-8 scheme-white:bg-shade-10 scheme-transparent-light:bg-shade-10 scheme-black:bg-shade-90 scheme-transparent-dark:bg-shade-90 pl-10 relative after:absolute after:left-full after:top-[-1px] after:w-[100vw] after:h-[calc(100%+1px)] scheme-white:after:bg-shade-10 scheme-transparent-light:after:bg-shade-10 scheme-black:after:bg-shade-90 scheme-transparent-dark:after:bg-shade-90 scheme-black:text-white scheme-transparent-dark:text-white border-l scheme-white:border-shade-20 scheme-transparent-light:border-shade-20 scheme-black:border-shade-70 scheme-transparent-dark:border-shade-70 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#white_circle_svg__a)" stroke="currentColor" stroke-width="1.5"><circle cx="20" cy="20" r="19.25"></circle><path d="M16.75 16.75v-2a2 2 0 0 1 2-2h2.5a2 2 0 0 1 2 2v2m-2 4v1.5a1 1 0 0 1-1 1h-.5a1 1 0 0 1-1-1v-1.5m2.5 0a1 1 0 0 0-1-1h-.5a1 1 0 0 0-1 1m2.5 0h6m-8.5 0h-6m2 6.5h10.5a2 2 0 0 0 2-2v-6.5a2 2 0 0 0-2-2h-10.5a2 2 0 0 0-2 2v6.5a2 2 0 0 0 2 2Z"></path></g></svg></span><span id="subNavItem-Essential tools" class="font-bold text-t7 inline-block">Essential tools</span></div><ul class="pb-2" aria-labelledby="subNavItem-Essential tools"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/tools/logo-maker"><div class="text-base font-medium"><span class="inline-block arrow-animation">Logo maker<span class="sr-only">.</span></span></div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="https://www.shopify.com/stock-photos" aria-label="External source: Stock photography ."><div class="text-base font-medium"><span class="inline-block arrow-animation">Stock photography<span class="sr-only">.</span></span></div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/my/blog/business-plan-template"><div class="text-base font-medium"><span class="inline-block arrow-animation">Business plan template<span class="sr-only">.</span></span></div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="https://www.linkpop.com/" aria-label="External source: Link in bio tool ."><div class="text-base font-medium"><span class="inline-block arrow-animation">Link in bio tool<span class="sr-only">.</span></span></div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/tools/qr-code-generator"><div class="text-base font-medium"><span class="inline-block arrow-animation">QR code generator<span class="sr-only">.</span></span></div></a></li></ul></div></div></div></div></li><li class="mr-8 text-base"><div class="flex h-full"><a class="flex items-center hover:underline text-black hover:text-black" href="/my/enterprise">Enterprise</a></div></li><li class="mr-8 text-base"><div class="relative flex h-full after:content[""] after:block after:h-[3px] after:w-full after:absolute after:bottom-0 after:scale-0 after:origin-left after:transition-transform after:duration-[350ms] after:ease-[bezier(0.66, 0.66, 0.34, 1.00)] after:motion-reduce:transition-none hover:underline after:bg-black text-black"><button type="button" class="bg-transparent whitespace-nowrap" data-component-name="What’s new-toggle-open" aria-controls="What’s newDesktopMenu" aria-expanded="false" aria-haspopup="true"><span class="mr-3">What’s new</span><div aria-hidden="true" class="relative inline-block h-[7px] w-3 cursor-pointer"><div class="inline-block rounded border-b-8 h-2 w-[2px] origin-center transition-all ease-[bezier(0.66, 0.66, 0.34, 1.00)] duration-[350ms] motion-reduce:transition-none border-black bg-black -translate-x-[3px] rotate-[135deg]"></div><div class="inline-block rounded border-b-8 h-2 w-[2px] origin-center transition-all ease-[bezier(0.66, 0.66, 0.34, 1.00)] duration-[350ms] motion-reduce:transition-none border-black bg-black -rotate-[135deg]"></div></div></button></div><div id="What’s newDesktopMenu" class="absolute inset-x-0 top-global-header z-[21] transition-transform duration-[452ms] ease-[cubic-bezier(0.26,1.00,0.48,1.00)] motion-reduce:transition-none before:absolute before:inset-x-0 before:top-0 before:w-full before:h-full before:left-0 before:shadow-xl before:pointer-events-none before:z-10 bg-white text-black bg-white text-black opacity-0 pointer-events-none -translate-y-[10px]"><div class="relative no-scrollbar overflow-y-auto overflow-x-clip max-h-[calc(100vh-72px)] z-20"><div class="container grid grid-cols-4 sm:grid-cols-8 md:grid-cols-12 gap-x-gutter gap-y-0"><div class="col-span-12 col-start-1 pt-8 -translate-y-[30px]" data-background="white"><ul class="grid grid-cols-12 gap-x-gutter gap-y-0 pb-0"><li class="flex mb-6 pr-4 border-r border-shade-30 last:border-0 col-span-3"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="41" height="42" viewBox="0 0 41 42" fill="none" xmlns="http://www.w3.org/2000/svg"><g clip-path="url(#clip0_213_1921)"><path d="M39.5 21C39.5 31.6315 30.8815 40.25 20.25 40.25C9.61852 40.25 1 31.6315 1 21C1 10.3685 9.61852 1.75 20.25 1.75C30.8815 1.75 39.5 10.3685 39.5 21Z" stroke="currentColor" stroke-width="1.5" stroke-linecap="round" stroke-linejoin="round"></path><rect x="13" y="14" width="15" height="14" rx="2" stroke="currentColor" stroke-width="1.5"></rect><path d="M25 24L19 24" stroke="currentColor" stroke-width="1.5" stroke-linecap="round"></path><path d="M25 21L19 21" stroke="currentColor" stroke-width="1.5" stroke-linecap="round"></path><path d="M25 18L19 18" stroke="currentColor" stroke-width="1.5" stroke-linecap="round"></path><path d="M17 18L16 18" stroke="currentColor" stroke-width="1.5" stroke-linecap="round"></path><path d="M17 21L16 21" stroke="currentColor" stroke-width="1.5" stroke-linecap="round"></path><path d="M17 24L16 24" stroke="currentColor" stroke-width="1.5" stroke-linecap="round"></path></g><defs><clipPath id="clip0_213_1921"><rect width="40.5" height="40.5" fill="white" transform="translate(0 0.75)"></rect></clipPath></defs></svg></span><a class="group inline-block w-full text-black hover:text-black" href="https://changelog.shopify.com" aria-label="External source: Changelog . 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srcSet="https://cdn.shopify.com/b/shopify-brochure2-assets/2baeeeb3c9bab2dfbfac6428fad929e1.webp?originalWidth=500&originalHeight=641&width=200 200w, https://cdn.shopify.com/b/shopify-brochure2-assets/2baeeeb3c9bab2dfbfac6428fad929e1.webp?originalWidth=500&originalHeight=641&width=400 400w"/></div><div class="sm:inset-[auto_0_var(--space-2xl)_auto] sm:bg-transparent sm:pt-9 sm:[&>div>button]:-top-9"></div></div></div><article id="article" itemscope="" itemType="https://schema.org/Article" class="featured-blogs__section"><meta itemProp="mainEntityOfPage" content="/my/blog/facebook-ads-cost"/><meta itemProp="dateModified" content="2024-11-13T06:30:00.000Z"/><div class="relative"><div class="py-10 tablet:text-center desktop:pt-16 desktop:pb-16" data-mode="light"><div class="container desktop:w-9/12 desktop:mx-auto"><div class="uppercase text-shade-100 font-aktivgroteskextended text-[12px] leading-[14px] tracking-[0.01em] font-semibold tablet-xl:font-shopifysans tablet-xl:text-[11px] tablet-xl:leading-[13px] tablet:tracking-[0.5px] tablet:font-bold pb-2"><a href="/my/blog" class="no-underline hover:text-link-light-hover topic-link">blog</a><span class="richtext px-2.5 text-xs">|</span><a href="/my/blog/topics/social-media-optimization" class="no-underline hover:text-link-light-hover topic-link">Social Media Optimization</a></div><h1 class="richtext font-medium tracking-[-0.02em] text-[28px] leading-9 tablet-xl:text-[40px] tablet-xl:leading-[48px]" itemProp="headline">What Facebook Ads Cost in November 2024</h1><p class="richtext font-normal tracking-[-0.02em] text-[18px] leading-[26px] tablet-xl:text-[20px] tablet-xl:leading-7 desktop:text-[22px] desktop:leading-8 mt-4 desktop:mt-4">How much do Facebook Ads cost—and how can you make them cheaper? This 2024 report looks at average ad costs on the world’s most popular social media platform.</p><div class="lg:hidden mt-4 tablet-xl:mt-12"><div class="gap-x-1 flex flex-wrap font-bold sm:justify-center !text-lg text-legacy-gray-90 last:[&_>div]:justify-start sm:last:[&_>div]:justify-center"> by <span itemProp="author" itemscope="" itemType="https://schema.org/Person"><a href="/my/blog/authors/elise-dopson" class="no-underline" itemProp="url"><span itemProp="name">Elise Dopson</span></a></span></div><div class="text-body-sm text-shade-50">Last updated <time>13 Nov 2024</time></div></div></div></div><div class="tablet:container desktop:w-9/12 desktop:mx-auto overflow-hidden flex justify-center"><img class="" src="https://cdn.shopify.com/s/files/1/0070/7032/articles/Facebook_Ads_cost_Getty_1210806740_34887f1a-1d2e-41e4-be46-3f76772e2d0c.jpg?v=1729525430&originalWidth=1848&originalHeight=782" alt="A phone with a megaphone representing facebook ads" loading="eager" decoding="async" width="1848" height="782" srcSet="https://cdn.shopify.com/s/files/1/0070/7032/articles/Facebook_Ads_cost_Getty_1210806740_34887f1a-1d2e-41e4-be46-3f76772e2d0c.jpg?v=1729525430&originalWidth=1848&originalHeight=782&width=200 200w, https://cdn.shopify.com/s/files/1/0070/7032/articles/Facebook_Ads_cost_Getty_1210806740_34887f1a-1d2e-41e4-be46-3f76772e2d0c.jpg?v=1729525430&originalWidth=1848&originalHeight=782&width=400 400w, https://cdn.shopify.com/s/files/1/0070/7032/articles/Facebook_Ads_cost_Getty_1210806740_34887f1a-1d2e-41e4-be46-3f76772e2d0c.jpg?v=1729525430&originalWidth=1848&originalHeight=782&width=600 600w, https://cdn.shopify.com/s/files/1/0070/7032/articles/Facebook_Ads_cost_Getty_1210806740_34887f1a-1d2e-41e4-be46-3f76772e2d0c.jpg?v=1729525430&originalWidth=1848&originalHeight=782&width=800 800w, https://cdn.shopify.com/s/files/1/0070/7032/articles/Facebook_Ads_cost_Getty_1210806740_34887f1a-1d2e-41e4-be46-3f76772e2d0c.jpg?v=1729525430&originalWidth=1848&originalHeight=782&width=1000 1000w, https://cdn.shopify.com/s/files/1/0070/7032/articles/Facebook_Ads_cost_Getty_1210806740_34887f1a-1d2e-41e4-be46-3f76772e2d0c.jpg?v=1729525430&originalWidth=1848&originalHeight=782&width=1200 1200w, https://cdn.shopify.com/s/files/1/0070/7032/articles/Facebook_Ads_cost_Getty_1210806740_34887f1a-1d2e-41e4-be46-3f76772e2d0c.jpg?v=1729525430&originalWidth=1848&originalHeight=782&width=1400 1400w, https://cdn.shopify.com/s/files/1/0070/7032/articles/Facebook_Ads_cost_Getty_1210806740_34887f1a-1d2e-41e4-be46-3f76772e2d0c.jpg?v=1729525430&originalWidth=1848&originalHeight=782&width=1600 1600w, https://cdn.shopify.com/s/files/1/0070/7032/articles/Facebook_Ads_cost_Getty_1210806740_34887f1a-1d2e-41e4-be46-3f76772e2d0c.jpg?v=1729525430&originalWidth=1848&originalHeight=782&width=1800 1800w"/></div></div><div class="container grid-cols-4 sm:grid-cols-8 md:grid-cols-12 block tablet-xl:grid gap-y-0 gap-x-12"><div class="col-span-4 xs:col-span-12 md:col-span-4 lg:col-span-3 col-start-1 nav-drawer md:pb-20 pt-10 desktop:pt-16" data-component-name="blog-left-sidebar"><nav class="md:top-[calc(var(--header-height)*2)] md:max-h-[calc(100vh-var(--header-height))] md:overflow-auto md:sticky md:pb-6 pr-2"><div class="flex py-5 md:hidden border-y border-shade-20 text-[12px] mb-6 md:mb-0 leading-[20px] font-medium px-6">On this page<svg viewBox="0 0 20 20" class="w-[20px] h-[20px] ml-auto transition"><path fill-rule="evenodd" d="M5.72 8.47a.75.75 0 0 1 1.06 0l3.47 3.47 3.47-3.47a.75.75 0 1 1 1.06 1.06l-4 4a.75.75 0 0 1-1.06 0l-4-4a.75.75 0 0 1 0-1.06Z"></path></svg></div><div class="mb-4 uppercase hidden md:block">On this page</div><ul class="relative overflow-auto before:absolute before:inset-y-0 before:left-0 md:before:bg-shade-20 before:w-[1px] before:z-1 my-10 md:mt-0 md:mb-16 hidden md:block"><li class="pl-2 my-2.5 first:mt-0 last:mb-0 text-body-sm relative z-2"><a href="#1">How much do Facebook ads cost?</a></li><li class="pl-2 my-2.5 first:mt-0 last:mb-0 text-body-sm relative z-2"><a href="#2">8 factors affecting Facebook advertising costs</a></li><li class="pl-2 my-2.5 first:mt-0 last:mb-0 text-body-sm relative z-2"><a href="#3">How to reduce Facebook ad costs</a></li><li class="pl-2 my-2.5 first:mt-0 last:mb-0 text-body-sm relative z-2"><a href="#4">Facebook ads costs FAQ</a></li></ul><div class="hidden md:block bg-blog-bannerBg"><div class="p-6"><p class="richtext text-2xl font-aktivgroteskextended leading-4 desktop:leading-7 color-black tracking-[-0.02em]">Start your online business today.</p><p class="richtext font-aktivgroteskextended desktop:leading-7 color-black tracking-[-0.02em] text-2xl mb-9 font-bold">For free.</p><a 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[&_.cons]:flex-[1_0_100%] [&_.pros_.grid-container]:grid [&_.cons_.grid-container]:grid [&_.grid-container]:gap-[5px] [&_.grid-container]:grid-cols-[15px_auto] [&_.pros_.grid-container]:p-[5px] [&_.cons_.grid-container]:p-[5px] [&_.aspect-video_iframe]:mt-0 article-content [&_.truncated-text]:relative [&_.truncated-text]:max-h-[300px] [&_.truncated-text]:overflow-hidden [&_.truncated-text]:mb-6 [&_.truncated-text::before]:absolute [&_.truncated-text::before]:content-[""] [&_.truncated-text::before]:bottom-0 [&_.truncated-text::before]:w-full [&_.truncated-text::before]:h-[150px] [&_.truncated-text::before]:bg-gradient-to-t [&_.truncated-text::before]:from-white [&_.truncated-text::before]:from-50% [&_.truncated-text::before]:to-transparent [&_.truncated-text\_\_toggle]:absolute [&_.truncated-text\_\_toggle]:bottom-0 [&_.truncated-text\_\_toggle]:w-full [&_.truncated-text\_\_toggle]:text-center [&_.marketing-code]:bg-[#f0f1f2] [&_.marketing-code]:font-bold [&_.marketing-code]:p-1 [&_.marketing-code.marketing-code--block]:p-4 [&_.marketing-code--block]:block [&_.marketing-code--block]:max-w-full [&_.marketing-code--block]:overflow-x-scroll [&_.marketing-code--block]:mb-5 [&_.partners-signup]:mt-6 [&_.partners-signup]:mb-12 [&_.partners-signup]:bg-gray-200 [&_.partners-signup]:p-3 [&_.partners-signup]:md:p-6 [&_.table]:block [&_.table]:overflow-x-scroll [&_.table]:max-w-full" itemProp="articleBody"><div class="hidden leadpage-container leadpage__image leadpage__content marketing-button hide--mobile block--bordered"></div><div><p>As the world’s largest social media platform, Facebook provides unparalleled access to new <a href="/my/blog/what-is-prospecting">prospects</a>. It also attracts competition as similar businesses target the same users.</p> <p>The more demand for a Facebook audience, the more ad costs increase—and the harder it becomes to <a href="/my/blog/make-money-on-facebook">make money on Facebook</a>. So, how much should you spend to beat the competition and reach your target customers?</p> <p>Below, find figures on how much the average business budgets for <a href="/my/blog/facebook-ads">Facebook ads</a>, as of November 2024, plus tips to reduce the cost of ad campaigns—without sacrificing results.</p><div id="text-cta" class="hidden lg:block"></div> <div class="relative aspect-video mb-8"><div data-component="youtube-facade" data-src="https://www.youtube.com/embed/sjluHIgizAk?si=7fg3xiqodE8NyJnV" class="absolute inset-0 w-full h-full"></div></div> <h2 id="1">How much do Facebook ads cost?</h2> <p>Facebook bills advertisers based on two metrics: <a href="/my/blog/what-is-cpc">cost per click</a> (CPC) and <a href="/my/blog/cpm-marketing">cost per mille</a> (CPM), otherwise known as cost per 1,000 impressions.</p> <ul> <li>Facebook ads cost approximately 70¢ per click.</li> <li>Facebook ads cost approximately $13.75 per 1,000 impressions.</li> </ul> <h3>Average Facebook ad cost: CPC</h3> <p>The average <a href="https://app.bir.ch/facebook-advertising-costs/cpc-cost-per-click" rel="nofollow noopener noreferrer" target="_blank">CPC for Facebook ads</a> in November 2024 was 72¢. That makes it cheaper, on average, to run an ad on Facebook than on <a href="https://revealbot.com/instagram-advertising-costs/cpc-cost-per-click" rel="nofollow noopener noreferrer" target="_blank">Instagram</a> or <a href="/my/blog/google-ads-vs-facebook-ads">Google Ads</a>.</p> <p>Seasonality and competition play major roles in the cost of winning a Facebook ad auction. While the site’s average CPC is a helpful guide, consider factors such as your campaign’s timing, type, and objectives for a more accurate estimate.</p> <h3>Average Facebook ad cost: CPM</h3> <p>The average <a href="https://app.bir.ch/facebook-advertising-costs" rel="nofollow noopener noreferrer" target="_blank">CPM for Facebook ads</a> in November 2024 was $13.75.</p> <p>Many online stores use Facebook to build brand awareness amongst its three billion <a href="https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/" rel="nofollow noopener noreferrer" target="_blank">monthly active users</a>. If reach and awareness are your goals, focus on the cost of impressions, known as cost per mille, or the cost of being seen by 1,000 Facebook users.</p> <div class="marketing-block marketing-block--light marketing-block--padded border-t-2 px-8 py-10 my-12 [&_h2]:!mt-0 [&_h2]:mb-6 [&_h2]:text-t5 [&_h3]:!mt-0 [&_h3]:mb-6 [&_h3]:text-t7 [&_h4]:!mt-0 [&_h4]:mb-6 [&_h4]:text-t8 [&_img]:my-auto [&_p]:!mt-0 [&_p]:mb-6 [&_p]:text-body-sm [&_.heading--4]:text-t6 [&_.marketing-button]:text-white [&_.marketing-button]:no-underline border-blog-highlight" data-component-name="blog-cta-marketing"> <p class="heading--4">Start selling your products on Facebook</p> <p>Shopify comes with powerful tools that help you list, promote, and sell products on Facebook. Create product collections, showcase your brand and products, and make sales on Facebook from one place.</p> <a href="/facebook-instagram?itcat=coreblog&itterm=shopify-facebook-instagram-sales-channel-cta" class="marketing-button marketing-button--small" target="_blank">Start selling on Facebook</a> </div> <h3>Average Facebook ads cost: CPL</h3> <p>While advertisers pay for ads based on CPC and CPM, other metrics such as cost per lead (CPL) can help you understand the wider value of your Facebook ad campaigns. The average <a href="https://revealbot.com/facebook-advertising-costs/cpl-cost-per-lead" rel="nofollow noopener noreferrer" target="_blank">CPL for Facebook ads</a> in November 2024 was $6.49.</p> <p>Many brands use Facebook to generate <a href="/my/blog/email-marketing-best-practices">email leads</a> or potential customers who agree to receive newsletters, promotions, and other communications via email.</p> <p>Unlike fleeting ad impressions, email subscribers are a more stable and potentially profitable audience. Building an email list through Facebook ads offers the benefit of ongoing contact with your audience without needing to pay ad costs.</p> <p>Meta has a variety of tools to help you refine your Facebook audience targeting. You can use demographic data to narrow down your audience or expand to <a href="/my/blog/lookalike-audiences">lookalike audiences</a> based on your existing customers.</p> <p>By focusing on the people most likely to subscribe, you might increase your ads’ <a href="/my/blog/120261189-conversion-rate-optimization">conversion rate</a> and lower your CPL. With a lower cost per lead, you can build an ongoing relationship with your customer base for less ongoing investment.</p> <h2 id="2">8 factors affecting Facebook advertising cost</h2> <p>The price of a Facebook ad isn’t random. A combination of factors affects the ultimate cost per click or impression of every ad you run:</p> <h3>1. Bidding strategy</h3> <p>Your chosen ad strategy influences your Facebook ad pricing. You can opt to pay based on an ad’s budget or goal:</p> <ul> <li> <strong>Spend-based bidding</strong><strong>strategy.</strong> This tells Facebook to maximize results within a set budget, either by finding the lowest average cost per conversion or by targeting a smaller number of high-value conversions.</li> <li> <strong>Goal-based bidding strategy.</strong> This tells Facebook to pursue a target conversion rate and allocate ad spend accordingly. Overall spending can still be capped or set within a predefined range.</li> </ul> <p>You can also forgo Facebook’s dynamic ad bidding algorithms and make specific manual ad bids.</p> <p>If you’re concerned about overspending on Facebook ads, you can set a bid cap for your campaigns. If you can calculate a <a href="/my/blog/customer-lifetime-value">customer’s value</a>, a bid cap stops you from spending more than your customers are worth.</p> <h3>2. Ad quality and relevance</h3> <p>The relevance of your ads to your audience will impact how much you pay. Meta prioritizes ads that are relevant to its users, leading to a better browsing experience. Relevant ads tend to perform better, making them more cost-effective.</p> <p>Meta’s <a href="https://www.facebook.com/business/help/436113280262012?id=561906377587030" rel="nofollow noopener noreferrer" target="_blank">ad relevance diagnostics tool</a> can show you whether your ads are relevant to the audience you’re trying to reach. The tool assesses your ad’s historic ranking in ad auctions over three categories:</p> <ul> <li> <strong>Quality. </strong>Meta judges ad quality through a combination of user behavior data (whether they choose to hide the ad, for example) and elements of the ad’s content (such as sensationalist language or clickbait).</li> <li> <strong>Engagement. </strong>This refers to how often your ad is clicked, commented on, shared, or expanded compared to competing ads.</li> <li> <strong>Conversion. </strong>The likelihood that a user who viewed your ad will complete your goal.</li> </ul> <p>Use diagnostics to understand more about your underperforming ads. Is it your creative assets, the post-click experience, or audience targeting that needs work?</p> <h3>3. Audience</h3> <p>The audience you target can significantly influence your Facebook ad costs. Factors like age, location, and interests can drive costs up or down. For instance, targeting a densely populated city or a highly sought-after demographic might cost more.</p> <p>There are two general approaches to creating audiences:</p> <ul> <li> <strong>Specific or </strong><a href="/my/blog/56441413-the-beginners-guide-to-facebook-custom-audiences"><strong>custom audiences</strong></a>. These use inputted data to target people who already know about your business, or who are likely to be interested.</li> <li> <strong>Broad audiences.</strong> These refer to users identified by Facebook and may include a wider variety of prospects.</li> </ul> <p>Remember, targeting a narrower audience might cost more per click, but if it leads to a higher <a href="/my/blog/120261189-conversion-rate-optimization">conversion rate</a>, it could offer better value. Whoever your initial audience is, Meta will learn who is engaging most with your ad over time and refine your audience to reach more of the right people.</p> <div class="marketing-block marketing-block--light marketing-block--padded border-t-2 px-8 py-10 my-12 [&_h2]:!mt-0 [&_h2]:mb-6 [&_h2]:text-t5 [&_h3]:!mt-0 [&_h3]:mb-6 [&_h3]:text-t7 [&_h4]:!mt-0 [&_h4]:mb-6 [&_h4]:text-t8 [&_img]:my-auto [&_p]:!mt-0 [&_p]:mb-6 [&_p]:text-body-sm [&_.heading--4]:text-t6 [&_.marketing-button]:text-white [&_.marketing-button]:no-underline border-blog-highlight" data-component-name="blog-cta-marketing"> <p class="heading--4">Get better ad performance with Shopify Audiences</p> <p>Shopify Audiences helps you find relevant buyers and lower advertising costs with custom audience lists—powered by Shopify’s unique insights from commerce data.</p> <a class="marketing-button marketing-button--small" href="/audiences?itcat=coreblog&itterm=shopify-audiences-cta" target="_blank">Discover Shopify Audiences</a> </div> <div class="relative aspect-video mb-8"><div data-component="youtube-facade" data-src="https://www.youtube.com/embed/K5YJM36byi8?si=aJvpldjBxJLj15Gx"></div></div> <h3>4. Ad format and placement</h3> <p>Ad placement refers to where your ads are displayed on Facebook and within Meta’s ecosystem—including <a href="/my/blog/instagram-ads">ads on Instagram</a>, Messenger, and <a href="https://www.facebook.com/audiencenetwork/" rel="nofollow noopener noreferrer" target="_blank">Audience Network</a>. You’ll pay different amounts depending on whether your ad appears in the news feed or the right column.</p> <p>Available ad placements depend on your Facebook ad campaign objectives. For instance, awareness or website traffic campaigns can be <a href="/my/blog/facebook-ad-sizes">formatted in various sizes</a>, such as a single image or video, a carousel, or a collection ads on Facebook, Marketplace, and Instagram.</p> <p>Facebook recommends running ads on Instagram and Facebook to reduce the average cost per result of your ad. You can let Facebook optimize your ad placements or manually choose where you want your ads to run.</p> <h3>5. Ad frequency</h3> <p>Facebook wants to keep the user experience fresh and exciting. People who see the same ad repeatedly—particularly those who see but don’t engage with the ad—don’t get that kind of experience. </p> <p>“When your ad has been running for some time, it will be seen by the same people repeatedly,” says Tim Clarke, the senior reputation manager at the marketing agency <a href="https://thriveagency.com/" rel="nofollow noopener noreferrer" target="_blank">Thrive</a>. “Therefore, you will notice that your advertising costs will be lowered if your frequency is as close to one as possible.”</p> <p>Implement a frequency cap inside Ads Manager to prevent ad fatigue. This upper limit means your ad stops displaying to the same audience once they’ve already seen it a specified number of times, reducing ad costs.</p> <h3>6. Ad duration</h3> <p>It takes a while for Facebook’s algorithm to contextualize your campaigns, especially if you’re running your first ad. This <a href="https://www.facebook.com/business/help/112167992830700?id=561906377587030" rel="nofollow noopener noreferrer" target="_blank">learning phase</a> gives Meta time to test and identify best-performing placements, audiences, and bidding strategies.</p> <p>It takes around 50 optimization events in the week after your campaign’s last significant edit for a campaign to come out of the learning phase. Avoid edits where possible, and instead create a new ad set if you need to make major changes.</p> <p>Indefinite campaigns can also put you at risk of ad fatigue and seasonal cost variations. For example, running an ad during a high-competition period (like the Black Friday to Cyber Monday weekend) may increase overall campaign costs as you face more competition for impressions during the peak sales period. </p> <h3>7. Time of year</h3> <p>Facebook advertising costs can increase during certain times of the year. The price of a Facebook ad historically skyrockets in the latter months of the year. <a href="/my/blog/bfcm-checklist">Black Friday</a> and holiday shoppers draw more advertisers to the platform, increasing the number of competitors in ad auctions.</p> <h3>8. Performance goal</h3> <p>Your ad costs will vary based on your chosen performance goal, which is the desired outcome that Facebook will bid on for you in the ad auction. Whether you aim to increase brand awareness, get app installs, or drive website traffic, each goal comes with its own cost.</p> <p>You can select from a long list of performance goals, including maximizing:</p> <ul> <li>Ad reach</li> <li>Impressions</li> <li>Landing page views</li> <li>Link clicks</li> <li>two-second continuous video views</li> <li>Leads</li> </ul> <p>The available performance goals depend on your wider advertising campaign objective.</p> <p>Some optimization events cost more than others. For instance, a conversion may cost more than a landing page view. When setting your ad budget and bid strategy, consider the cost of your chosen optimization event and make sure your budget can accommodate it.</p> <h2 id="3">How to reduce Facebook ad costs</h2> <ol> <li><a href="#11">Pick the right campaign objectives and goals</a></li> <li><a href="#12">Use narrow audience targeting</a></li> <li><a href="#13">Consider excluding audiences</a></li> <li><a href="#14">Run retargeting campaigns</a></li> <li><a href="#15">Make your campaigns relevant</a></li> <li><a href="#16">Monitor ad frequency</a></li> <li><a href="#17">A/B test ad creatives and placements</a></li> <li><a href="#18">Focus on post-click experiences</a></li> </ol> <p>Once Facebook ads generate revenue, it’s natural to be cautious about changing your marketing budget. You don’t want to lose your ad spots to competitors. Thankfully, Meta provides tools and data to optimize your ad spend. Here’s how to take advantage: </p> <h3 id="11">1. Pick the right campaign objectives and goals</h3> <p>One of the first things Facebook asks you to do when creating an ad is to pick a campaign objective. There are six objectives to choose from in <a href="/my/blog/facebook-ads-manager">Meta Ads Manager</a>:</p> <ul> <li>Awareness</li> <li>Traffic</li> <li>Engagement</li> <li>Leads</li> <li>App promotion</li> <li>Sales</li> </ul> <p>The objective you choose should describe the result you want to achieve from buying ads on the platform. Experimenting with these objectives—and the related performance goals mentioned above—impacts the cost of <a href="/my/blog/facebook-ads">advertising on Facebook</a>. </p> <p>The algorithm pairs your objective with users who fit its criteria. If you’re bidding for sales, for example, your ad is more likely to be shown to Facebook users who’ve made purchases through the platform before.</p> <p>Selecting the wrong campaign objective can lead to higher costs. If you pick lead generation when your real goal is <a href="/my/blog/brand-awareness">brand awareness</a>, for example, your campaign may become less efficient. To avoid unnecessary costs, make sure you develop a clear marketing goal for your ad campaign.</p> <h3 id="12">2. Use narrow audience targeting</h3> <p>Facebook’s algorithm considers ad relevance when calculating bids. The smaller and more relevant your target audience, the more chance you have of winning the ad auction.</p> <p>That makes it more cost-effective to use narrow audience targeting. But to find the right audience, it helps to begin with an established wider pool, so you can discover which audience types are most responsive to your content.</p> <p>“Start your targeting a bit broader than you would initially think,” says Josh Jurrens of <a href="https://www.calipermarketing.com/" rel="nofollow noopener noreferrer" target="_blank">Caliper Marketing</a>. “This gives Facebook a bit more room to find users most likely to take your intended action before narrowing your targeting. Starting too narrow will result in high costs and fewer conversions.”</p> <p>For example, let’s say you’re an online business that sells home coffee machines. You’re experiencing high Facebook ad costs with this custom audience:</p> <ul> <li>Female</li> <li>Based in the US</li> <li>Aged 18+</li> </ul> <p>Your sales data reveals that most of your customers are based in Los Angeles, and customer surveys indicate they buy from you because they don’t have time to pick up a Starbucks coffee during their morning commute.</p> <p>With this information in mind, you refine your target audience to <a href="/my/blog/sell-on-facebook">sell on Facebook</a> and reach people who:</p> <ul> <li>Live within 10 miles of Los Angeles</li> <li>Show interest in “Starbucks”</li> <li>Have an annual income of more than $75,000</li> </ul> <p>By starting with an established audience and then using data to reduce its size, you’ve increased ad relevance and likely reduced your spend.</p> <h3 id="13">3. Consider excluding audiences</h3> <p>Not everyone in your target audience will be ideal customers. You could wind up paying to reach people who won’t contribute to your advertising goals. </p> <p>If your goal is to build brand awareness and you’re paying the average CPM of $13.75 to reach 1,000 new people, for example, exclude people who:</p> <ul> <li>Already like your Facebook Page</li> <li>Have visited your website within the past 28 days</li> <li>Have already made a purchase </li> </ul> <p>“Some brands worry they might be excluding potential customers, but if there are certain demographics or interests that might indicate a poor fit for your product, exclude them,” says marketer Brooks Manley.</p> <h3 id="14">4. Run retargeting campaigns</h3> <p>The <a href="/my/blog/72787269-relax-advertising-on-facebook-just-got-a-lot-easier">Meta pixel</a> collects data about your website visitors and pairs it to a Facebook profile—including the pages they visited, which items they added to their cart, and their visit duration. All of that data can be fed back into your campaign to run personalized retargeting ads.</p> <p>“In my experience, I have found that remarketing ads were the cheapest to run,” says Usama Ejaz, co-founder of social media management tool <a href="https://socialbu.com/" rel="nofollow noopener noreferrer" target="_blank">SocialBu</a>. “Let’s say you want to run a campaign for sign-ups to your website blog. Combine that with a remarketing ad that targets the visitors to your blog post from the first ad and you will save a lot of money.” </p> <p>Potential <a href="/my/blog/facebook-retargeting">Facebook retargeting</a> ads could include:</p> <ul> <li> <strong>Abandoned cart ads.</strong> Show shoppers products they added to their shopping cart <a href="/my/blog/shopping-cart-abandonment">but didn’t purchase</a>.</li> <li> <strong>Landing page ads.</strong> Serve ads according to the area of your website a person visited.</li> <li> <strong>Recent visitor ads. </strong>Show Facebook ads to recent visitors to your site to keep your brand top of mind.</li> </ul> <h3 id="15">5. Make your campaigns relevant</h3> <p>Once you’re serving ads to a specific audience, it becomes easier to make your ad creatives relevant to potential customers.</p> <p>Retargeting campaigns can be based on a previous experience that a person had with your brand, such as browsing a <a href="/my/blog/product-page">product page</a>. Ads for custom audiences can leverage data used to define the audience—things like their interests and location.</p> <p>Other data sources you can apply include <a href="/my/blog/75022277-how-to-read-your-customers-minds-with-one-email">post-purchase surveys</a> and historical ad performance data. Do your customers prefer <a href="/my/blog/facebook-video-ads">video ads</a> or image carousels? Use these insights to <a href="/my/blog/copywriting">craft copy</a> that aligns with your audience’s tone of voice, vocabulary, and needs.</p> <p>The health-conscious cereal company <a href="https://magicspoon.com/" rel="nofollow noopener noreferrer" target="_blank">Magic Spoon</a>, for example, promises customers that they can get a snack that’s “both delicious and better for you” by purchasing its products. </p> <figure><img src="https://cdn.shopify.com/s/files/1/0070/7032/files/magicspoon_f8fa69e9-cdfd-47f4-adae-e2bc24a70499.png?v=1731390150" alt="Two Facebook video ad examples for a protein breakfast bar." style="float: none;" class="block block--bordered"> <figcaption>Magic Spoon showcases its unique value proposition in Facebook ad campaigns.</figcaption> </figure> <h3 id="16">6. Monitor ad frequency</h3> <p>A potential mistake when niching down your Facebook advertising audience is that campaigns can become repetitive. Once a user sees your ad several times in their news feed, it is likely to lose conversion power, no matter how relevant and well-targeted. </p> <p>Facebook keeps track of ad frequency with a simple calculation: impressions divided by reach. As your frequency score creeps beyond two or three, consider refreshing the campaign with new ad copy, images, or videos. You may find that you don’t need to overhaul your creative entirely to keep the content interesting.</p> <h3 id="17">7. A/B test ad creatives and placements</h3> <p>Facebook advertising is a mixture of science and art. </p> <p>Many variables affect an ad’s performance (including seasonal factors beyond your control) so it can be hard to land on the perfect creative or audience selection. However, you can improve your results and cost-efficiency through <a href="/my/blog/the-complete-guide-to-ab-testing">A/B testing</a>. </p> <p>Facebook’s <a href="https://www.facebook.com/business/help/1159714227408868" rel="nofollow noopener noreferrer" target="_blank">A/B testing feature</a> helps advertisers find winning combinations. So, for each campaign, experiment with the following elements and monitor the impact on your Facebook ad costs:</p> <ul> <li> <strong>Ad creatives. </strong>Do images, videos, or carousels do a better job of engaging your audience? How about long-form versus short-form content? <a href="/my/blog/influencer-marketing">Influencer content</a> or user-generated visuals?</li> <li> <strong>Ad formats and placements. </strong>The news feed may be the first port of call for advertisers, but test whether your ads get more attention elsewhere—like the Audience Network. Instagram Stories are also worth exploring if your priority is clicks at the lowest cost.</li> </ul> <div class="marketing-block marketing-block--light marketing-block--padded border-t-2 px-8 py-10 my-12 [&_h2]:!mt-0 [&_h2]:mb-6 [&_h2]:text-t5 [&_h3]:!mt-0 [&_h3]:mb-6 [&_h3]:text-t7 [&_h4]:!mt-0 [&_h4]:mb-6 [&_h4]:text-t8 [&_img]:my-auto [&_p]:!mt-0 [&_p]:mb-6 [&_p]:text-body-sm [&_.heading--4]:text-t6 [&_.marketing-button]:text-white [&_.marketing-button]:no-underline border-blog-highlight" data-component-name="blog-cta-marketing"> <p class="heading--4">Create must-share videos</p> <p>Use this free video briefing template to plan TikTok, Instagram, and YouTube video ads that will attract maximum clicks.</p> <a class="marketing-button marketing-button--small" href="/first-sale/creative-brief-for-video-shoot" target="_blank">Download template</a> </div> <h3 id="18">8. Focus on post-click experiences</h3> <p>A successful Facebook ad is a valuable asset for any business, but your post-click experience will have the final say on whether an ad click turns into a conversion.</p> <p>Present potential customers with a slow-loading website or a confusing <a href="/my/blog/user-experience-design">user experience</a> and an eye-catching campaign won’t help you.</p> <p>Here are some simple ways to improve the post-click experience of people visiting your website through a Facebook ad:</p> <ul> <li> <strong>Direct shoppers to personalized landing pages.</strong> Make product discovery easily accessible by pointing your ad to a relevant page (not your homepage).</li> <li> <strong>Have fast loading times. </strong>A one-second improvement in <a href="/my/blog/site-speed-importance">site speed</a> can increase conversions by 27%. Compress images, remove unneeded Javascript, and minimize third-party apps to speed things up.</li> <li> <strong>Make it mobile-friendly.</strong> The <a href="https://www.statista.com/statistics/1290370/us-facebook-usage-by-device/" rel="nofollow noopener noreferrer" target="_blank">vast majority</a> of Facebook users access the platform via mobile devices. Make sure your online store is responsive and adjusts to a smaller screen size.</li> <li> <strong>Offer one-click checkout. </strong>Less friction at the checkout means less chance of customers leaving. Use <a href="/my/blog/shop-pay-checkout">Shop Pay</a> to increase conversions by 10% versus other accelerated checkouts.</li> </ul> <h2>Is it worth paying for Facebook ads?</h2> <p><a href="/my/blog/facebook-marketing">Facebook marketing</a> is a valuable tool for businesses of all sizes. You’ll find customers of various interests, income levels, and locations using the platform—many of whom discover new products through ads in their news feeds. This makes Facebook ads worth paying for. </p> <p>Effective Facebook advertising is all about trial and error. Test different campaigns and creatives, comparing them to past performance. Soon, you’ll start to see winning, cost-effective advertising strategies that resonate with your audience.</p> <div id=":R0:" data-component-name="blog-read-more" class="marketing-block marketing-block--light marketing-block--padded text-body-sm text-left my-8 tablet:my-16 p-8 bg-marketingBg border-t-2 [&_h2]:text-t5 border-blog-highlight"><h2 class="!mt-0 mb-6 font-aktivgroteskextended">Read more</h2><ul class="!mt-0 !mb-0"><li class="mt-2"><a href="/my/blog/dropshipping-suppliers">The 13 Best Dropshipping Suppliers in 2024</a></li><li class="mt-2"><a href="/my/blog/product-sourcing-apps">How To Source Products To Sell Online</a></li><li class="mt-2"><a href="/my/blog/117607173-the-definitive-guide-to-dropshipping-with-aliexpress">AliExpress Dropshipping- How to Dropship From AliExpress</a></li><li class="mt-2"><a href="/my/blog/dropshipping-success">6 Tips for How To Be a Successful Dropshipper (Full Playbook)</a></li><li class="mt-2"><a href="/my/blog/print-on-demand-shirts">Print on Demand Shirts- A Quickstart Guide</a></li><li class="mt-2"><a href="/my/blog/ad-library-facebook">How to Use the Facebook Ad Library for Research</a></li><li class="mt-2"><a href="/my/blog/shipping-policy">How to Create Your Shipping Policy (With a Template and Examples)</a></li><li class="mt-2"><a href="/my/blog/facebook-ad-strategies">5 Winning Facebook Ad Strategies to Try</a></li><li class="mt-2"><a href="/my/blog/6763696-youtube-analytics-10-ways-to-track-video-performance">YouTube Analytics- 10 Key Metrics to Track and Improve Video Performance</a></li><li class="mt-2"><a href="/my/blog/most-popular-social-media-platforms">Top 10 Most Popular Social Media Platforms</a></li></ul></div><div class="marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [&_h2]:!mt-0 [&_h2]:mb-6 [&_h2]:text-t5 [&_h3]:!mt-0 [&_h3]:mb-6 [&_h3]:text-t7 [&_h4]:!mt-0 [&_h4]:mb-6 [&_h4]:text-t8 [&_ul]:!mt-0 [&_ul]:mb-6 [&_ul:last-child]:mb-0 [&_ol]:!mt-0 [&_ol]:mb-6 [&_ol:last-child]:mb-0 [&_p]:!mt-0 [&_p]:mb-6 [&_p:last-child]:mb-0 border-blog-highlight text-body-sm my-8 tablet:my-16 p-8 bg-marketingBg !border-l-0 border-t-2 pl-8 [&_[itemscope]]:mb-6 [&_[itemscope]:last-child]:mb-0" id="faq-section"> <div itemscope="" itemtype="https://schema.org/FAQPage"> <h2 id="4">Facebook ad costs FAQ</h2> <div itemscope="" itemprop="mainEntity" itemtype="https://schema.org/Question"> <h3 itemprop="name">Why are Facebook ads so expensive?</h3> <div itemscope="" itemprop="acceptedAnswer" itemtype="https://schema.org/Answer"> <div itemprop="text"> <p>Facebook ads that target popular or valuable audiences can be expensive because many businesses are bidding for the same ad space. The more competitive the ad auction, the higher the cost of the winning bid.</p> </div> </div> </div> <div itemscope="" itemprop="mainEntity" itemtype="https://schema.org/Question"> <h3 itemprop="name">What is a good cost per click?</h3> <div itemscope="" itemprop="acceptedAnswer" itemtype="https://schema.org/Answer"> <div itemprop="text"> <p>The cost per click of Facebook ads continually changes based on factors such as the ad’s objective and the desirability of the target audience. A good cost per click allows a marketer to win the Facebook ad auction and serve the ad to Facebook users while remaining less than the expected value of the click.</p> </div> </div> </div> <div itemscope="" itemprop="mainEntity" itemtype="https://schema.org/Question"> <h3 itemprop="name">How much should you spend per day on Facebook ads?</h3> <div itemscope="" itemprop="acceptedAnswer" itemtype="https://schema.org/Answer"> <div itemprop="text"> <p>The minimum advertising budget for a Facebook ad is $1 per day for campaigns billed by impressions. For more aggressive campaigns, such as those designed to drive traffic or sales, a minimum budget of $5 per day is recommended.</p> </div> </div> </div> <div itemscope="" itemprop="mainEntity" itemtype="https://schema.org/Question"> <h3 itemprop="name">How does Facebook’s ad auction system work?</h3> <div itemscope="" itemprop="acceptedAnswer" itemtype="https://schema.org/Answer"> <div itemprop="text"> <p>Facebook’s ad auction system is a bidding war where businesses compete for ad space. But it’s not just about who bids the highest. Facebook also considers the relevance and quality of the ad. The system aims to show ads that are most valuable to users, balancing both the ad bid and the ad’s quality.</p> </div> </div> </div> <div itemscope="" itemprop="mainEntity" itemtype="https://schema.org/Question"> <h3 itemprop="name">How can you improve the performance of your Facebook ads?</h3> <div itemscope="" itemprop="acceptedAnswer" itemtype="https://schema.org/Answer"> <div itemprop="text"> <p>Improving ad performance often comes down to refining your targeting, enhancing your ad creative, and optimizing your bidding strategy. Use <a href="https://www.facebook.com/business/insights/tools/audience-insights" rel="nofollow noopener noreferrer" target="_blank">Facebook’s audience insights</a> to understand your audience better and tailor your ads to their interests and behaviors.</p> </div> </div> </div> <div itemscope="" itemprop="mainEntity" itemtype="https://schema.org/Question"> <h3 itemprop="name">Are paid Facebook ads worth it?</h3> <div itemscope="" itemprop="acceptedAnswer" itemtype="https://schema.org/Answer"> <div itemprop="text"> <p>Facebook ads remain a good investment for online brands thanks to the social media platform’s unparalleled reach. However, a diversified marketing campaign that makes use of multiple channels, including other social media platforms, will likely yield the most worthwhile results.</p> </div> </div> </div> </div> </div></div></div><div class="border-t tablet-xl:border-[#d4d4d8] my-16 py-6 flex tablet-xl:flex-row justify-between flex-col"><div class="flex items-center tablet-xl:justify-start tablet-xl:flex-row flex-row-reverse justify-between"><div class="self-center flex flex-col"><div class="gap-x-1 flex flex-wrap text-lg font-aktivgroteskextended leading-[18px] font-bold mb-2"> by <span itemProp="author" itemscope="" itemType="https://schema.org/Person"><a href="/my/blog/authors/elise-dopson" class="no-underline" itemProp="url"><span itemProp="name">Elise Dopson</span></a></span></div><div class="text-body-sm text-shade-50">Last updated <time>13 Nov 2024</time></div></div></div><div class="xs:border-b tablet-xl:border-0 pb-4"><div class="font-bold text-xs font-aktivgroteskextended uppercase mt-4 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Nav","gaAction":"Measure your Performance"},"description":"Analytics and Reporting"},{"content":"Manage your stock \u0026 orders","url":"/my/orders","data":{"gaEvent":"Main Nav","gaAction":"Organize inventory and orders"},"description":"Inventory \u0026 order management"},{"content":"Automate your business","url":"/my/flow","data":{"gaEvent":"Main Nav","gaAction":"Automate your business"},"description":"Shopify Flow"}]},{"aside":true,"columnStart":1,"columnSpan":12,"navItems":[{"content":"Shopify Developers","url":"https://shopify.dev","data":{"gaEvent":"Main Nav","gaAction":"Shopify Developers"},"description":"Build with Shopify's powerful APIs","columnSpan":3},{"content":"Plus","url":"/my/plus","data":{"gaEvent":"Main Nav","gaAction":"Shopify Plus"},"description":"A commerce solution for growing digital brands","columnSpan":3},{"content":"All Products","url":"/my/products","data":{"gaEvent":"Main Nav","gaAction":"All products"},"description":"Explore all Shopify products \u0026 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strategy tips"}]},{"content":"Popular topics","data":{"gaEvent":"Main Nav","gaAction":"Popular topics Nav"},"columnStart":4,"columnSpan":6,"splitColumns":true,"icon":"popularTopics","navItems":[{"content":"What is Shopify?","url":"/my/blog/what-is-shopify","data":{"gaEvent":"Main Nav","gaAction":"What is Shopify?"},"description":"How our commerce platform works"},{"content":"Founder stories","url":"/my/blog/topics/founder-stories","data":{"gaEvent":"Main Nav","gaAction":"Founder Stories"},"description":"Learn from successful merchants"},{"content":"Branding","url":"/my/blog/how-to-build-a-brand","data":{"gaEvent":"Main Nav","gaAction":"Branding"},"description":"Build your brand from scratch"},{"content":"Marketing","url":"/my/blog/marketing-plan","data":{"gaEvent":"Main Nav","gaAction":"Marketing"},"description":"Build a marketing plan"},{"content":"Ecommerce SEO","url":"/my/blog/ecommerce-seo-beginners-guide","data":{"gaEvent":"Main Nav","gaAction":"Ecommerce SEO"},"description":"Improve your search ranking"},{"content":"Social media strategy","url":"/my/blog/topics/social-media-optimization","data":{"gaEvent":"Main Nav","gaAction":"Social media strategy"},"description":"Turn social into sales"},{"content":"Business growth","url":"/my/blog/how-to-scale-small-business","data":{"gaEvent":"Main Nav","gaAction":"Business growth"},"description":"Scale your business"}]},{"content":"Essential tools","data":{"gaEvent":"Main Nav","gaAction":"Essential tools Nav"},"columnStart":10,"columnSpan":3,"aside":true,"icon":"essentialTools","navItems":[{"content":"Logo maker","url":"/tools/logo-maker","data":{"gaEvent":"Main Nav","gaAction":"Logo maker"}},{"content":"Stock photography","url":"https://www.shopify.com/stock-photos","data":{"gaEvent":"Main Nav","gaAction":"Stock photography"}},{"content":"Business plan template","url":"/my/blog/business-plan-template","data":{"gaEvent":"Main Nav","gaAction":"Business plan template"}},{"content":"Link in bio tool","url":"https://www.linkpop.com/","data":{"gaEvent":"Main Nav","gaAction":"Link in bio tool"}},{"content":"QR code generator","url":"/tools/qr-code-generator","data":{"gaEvent":"Main Nav","gaAction":"QR code generator"}}]}]},{"content":"Enterprise","url":"/my/enterprise","data":{"gaEvent":"Main Nav","gaAction":"Upmarket Enterprise CTA"}},{"content":"What’s new","data":{"gaEvent":"Main Nav","gaAction":"What's New"},"navItems":[{"simple":true,"columnStart":1,"columnSpan":12,"navItems":[{"content":"Changelog","url":"https://changelog.shopify.com","data":{"gaEvent":"Main Nav","gaAction":"Changelog"},"description":"Your source for recent updates","columnSpan":3,"icon":"changelog"},{"content":"Newsroom","url":"https://shopify.com/news","data":{"gaEvent":"Main Nav","gaAction":"Newsroom"},"description":"All company news and press releases","columnSpan":3,"icon":"newsroom"}]}]}]},"pages/shopify.com/($locale)/blog/$article":{"article":{"__typename":"Article","authorV2":{"__typename":"ArticleAuthor","name":"Elise Dopson","avatarUrl":"https://www.gravatar.com/avatar/d41d8cd98f00b204e9800998ecf8427e?s=200\u0026d=404","isDisabledAuthor":false},"id":"gid://shopify/Article/556860342306","handle":"facebook-ads-cost","title":"What Facebook Ads Cost in November 2024","publishedAt":"2024-11-13T06:30:00Z","image":{"__typename":"Image","url":"https://cdn.shopify.com/s/files/1/0070/7032/articles/Facebook_Ads_cost_Getty_1210806740_34887f1a-1d2e-41e4-be46-3f76772e2d0c.jpg?v=1729525430","altText":"A phone with a megaphone representing facebook ads","width":3696,"height":1940},"tags":["Social Media Optimization"],"contentHtml":"\u003cp\u003eAs the world’s largest social media platform, Facebook provides unparalleled access to new \u003ca href=\"/blog/what-is-prospecting\"\u003eprospects\u003c/a\u003e. It also attracts competition as similar businesses target the same users.\u003c/p\u003e\n\u003cp\u003eThe more demand for a Facebook audience, the more ad costs increase—and the harder it becomes to \u003ca href=\"/blog/make-money-on-facebook\"\u003emake money on Facebook\u003c/a\u003e. So, how much should you spend to beat the competition and reach your target customers?\u003c/p\u003e\n\u003cp\u003eBelow, find figures on how much the average business budgets for \u003ca href=\"/blog/facebook-ads\"\u003eFacebook ads\u003c/a\u003e, as of November 2024, plus tips to reduce the cost of ad campaigns—without sacrificing results.\u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cp\u003e\u003cstrong\u003eTable of contents\u003c/strong\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\u003ca href=\"#1\"\u003eHow much do Facebook ads cost?\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#2\"\u003e8 factors affecting Facebook advertising costs\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#3\"\u003eHow to reduce Facebook ad costs\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#4\"\u003eFacebook ads costs FAQ\u003c/a\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/div\u003e\n\u003ciframe width=\"560\" height=\"315\" src=\"https://www.youtube.com/embed/sjluHIgizAk?si=7fg3xiqodE8NyJnV\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen=\"\"\u003e\u003c/iframe\u003e\n\u003ch2 id=\"1\"\u003eHow much do Facebook ads cost?\u003c/h2\u003e\n\u003cp\u003eFacebook bills advertisers based on two metrics: \u003ca href=\"/blog/what-is-cpc\"\u003ecost per click\u003c/a\u003e (CPC) and \u003ca href=\"/blog/cpm-marketing\"\u003ecost per mille\u003c/a\u003e (CPM), otherwise known as cost per 1,000 impressions.\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eFacebook ads cost approximately 70¢ per click.\u003c/li\u003e\n\u003cli\u003eFacebook ads cost approximately $13.75 per 1,000 impressions.\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3\u003eAverage Facebook ad cost: CPC\u003c/h3\u003e\n\u003cp\u003eThe average \u003ca href=\"https://app.bir.ch/facebook-advertising-costs/cpc-cost-per-click\"\u003eCPC for Facebook ads\u003c/a\u003e in November 2024 was 72¢. That makes it cheaper, on average, to run an ad on Facebook than on \u003ca href=\"https://revealbot.com/instagram-advertising-costs/cpc-cost-per-click\"\u003eInstagram\u003c/a\u003e or \u003ca href=\"/blog/google-ads-vs-facebook-ads\"\u003eGoogle Ads\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eSeasonality and competition play major roles in the cost of winning a Facebook ad auction. While the site’s average CPC is a helpful guide, consider factors such as your campaign’s timing, type, and objectives for a more accurate estimate.\u003c/p\u003e\n\u003ch3\u003eAverage Facebook ad cost: CPM\u003c/h3\u003e\n\u003cp\u003eThe average \u003ca href=\"https://app.bir.ch/facebook-advertising-costs\"\u003eCPM for Facebook ads\u003c/a\u003e in November 2024 was $13.75.\u003c/p\u003e\n\u003cp\u003eMany online stores use Facebook to build brand awareness amongst its three billion \u003ca href=\"https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/\"\u003emonthly active users\u003c/a\u003e. If reach and awareness are your goals, focus on the cost of impressions, known as cost per mille, or the cost of being seen by 1,000 Facebook users.\u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cp class=\"heading--4\"\u003eStart selling your products on Facebook\u003c/p\u003e\n\u003cp\u003eShopify comes with powerful tools that help you list, promote, and sell products on Facebook. Create product collections, showcase your brand and products, and make sales on Facebook from one place.\u003c/p\u003e\n\u003ca href=\"https://www.shopify.com/facebook-instagram?itcat=coreblog\u0026amp;itterm=shopify-facebook-instagram-sales-channel-cta\" class=\"marketing-button marketing-button--small\" target=\"_blank\"\u003eStart selling on Facebook\u003c/a\u003e\n\u003c/div\u003e\n\u003ch3\u003eAverage Facebook ads cost: CPL\u003c/h3\u003e\n\u003cp\u003eWhile advertisers pay for ads based on CPC and CPM, other metrics such as cost per lead (CPL) can help you understand the wider value of your Facebook ad campaigns. The average \u003ca href=\"https://revealbot.com/facebook-advertising-costs/cpl-cost-per-lead\"\u003eCPL for Facebook ads\u003c/a\u003e in November 2024 was $6.49.\u003c/p\u003e\n\u003cp\u003eMany brands use Facebook to generate \u003ca href=\"/blog/email-marketing-best-practices\"\u003eemail leads\u003c/a\u003e or potential customers who agree to receive newsletters, promotions, and other communications via email.\u003c/p\u003e\n\u003cp\u003eUnlike fleeting ad impressions, email subscribers are a more stable and potentially profitable audience. Building an email list through Facebook ads offers the benefit of ongoing contact with your audience without needing to pay ad costs.\u003c/p\u003e\n\u003cp\u003eMeta has a variety of tools to help you refine your Facebook audience targeting. You can use demographic data to narrow down your audience or expand to \u003ca href=\"/blog/lookalike-audiences\"\u003elookalike audiences\u003c/a\u003e based on your existing customers.\u003c/p\u003e\n\u003cp\u003eBy focusing on the people most likely to subscribe, you might increase your ads’ \u003ca href=\"/blog/120261189-conversion-rate-optimization\"\u003econversion rate\u003c/a\u003e and lower your CPL. With a lower cost per lead, you can build an ongoing relationship with your customer base for less ongoing investment.\u003c/p\u003e\n\u003ch2 id=\"2\"\u003e8 factors affecting Facebook advertising cost\u003c/h2\u003e\n\u003cp\u003eThe price of a Facebook ad isn’t random. A combination of factors affects the ultimate cost per click or impression of every ad you run:\u003c/p\u003e\n\u003ch3\u003e1. Bidding strategy\u003c/h3\u003e\n\u003cp\u003eYour chosen ad strategy influences your Facebook ad pricing. You can opt to pay based on an ad’s budget or goal:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eSpend-based bidding\u003c/strong\u003e\u003cstrong\u003estrategy.\u003c/strong\u003e This tells Facebook to maximize results within a set budget, either by finding the lowest average cost per conversion or by targeting a smaller number of high-value conversions.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eGoal-based bidding strategy.\u003c/strong\u003e This tells Facebook to pursue a target conversion rate and allocate ad spend accordingly. Overall spending can still be capped or set within a predefined range.\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eYou can also forgo Facebook’s dynamic ad bidding algorithms and make specific manual ad bids.\u003c/p\u003e\n\u003cp\u003eIf you’re concerned about overspending on Facebook ads, you can set a bid cap for your campaigns. If you can calculate a \u003ca href=\"/blog/customer-lifetime-value\"\u003ecustomer’s value\u003c/a\u003e, a bid cap stops you from spending more than your customers are worth.\u003c/p\u003e\n\u003ch3\u003e2. Ad quality and relevance\u003c/h3\u003e\n\u003cp\u003eThe relevance of your ads to your audience will impact how much you pay. Meta prioritizes ads that are relevant to its users, leading to a better browsing experience. Relevant ads tend to perform better, making them more cost-effective.\u003c/p\u003e\n\u003cp\u003eMeta’s \u003ca href=\"https://www.facebook.com/business/help/436113280262012?id=561906377587030\"\u003ead relevance diagnostics tool\u003c/a\u003e can show you whether your ads are relevant to the audience you’re trying to reach. The tool assesses your ad’s historic ranking in ad auctions over three categories:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eQuality. \u003c/strong\u003eMeta judges ad quality through a combination of user behavior data (whether they choose to hide the ad, for example) and elements of the ad’s content (such as sensationalist language or clickbait).\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eEngagement. \u003c/strong\u003eThis refers to how often your ad is clicked, commented on, shared, or expanded compared to competing ads.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eConversion. \u003c/strong\u003eThe likelihood that a user who viewed your ad will complete your goal.\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eUse diagnostics to understand more about your underperforming ads. Is it your creative assets, the post-click experience, or audience targeting that needs work?\u003c/p\u003e\n\u003ch3\u003e3. Audience\u003c/h3\u003e\n\u003cp\u003eThe audience you target can significantly influence your Facebook ad costs. Factors like age, location, and interests can drive costs up or down. For instance, targeting a densely populated city or a highly sought-after demographic might cost more.\u003c/p\u003e\n\u003cp\u003eThere are two general approaches to creating audiences:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eSpecific or \u003c/strong\u003e\u003ca href=\"/blog/56441413-the-beginners-guide-to-facebook-custom-audiences\"\u003e\u003cstrong\u003ecustom audiences\u003c/strong\u003e\u003c/a\u003e. These use inputted data to target people who already know about your business, or who are likely to be interested.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eBroad audiences.\u003c/strong\u003e These refer to users identified by Facebook and may include a wider variety of prospects.\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eRemember, targeting a narrower audience might cost more per click, but if it leads to a higher \u003ca href=\"/blog/120261189-conversion-rate-optimization\"\u003econversion rate\u003c/a\u003e, it could offer better value. Whoever your initial audience is, Meta will learn who is engaging most with your ad over time and refine your audience to reach more of the right people.\u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cp class=\"heading--4\"\u003eGet better ad performance with Shopify Audiences\u003c/p\u003e\n\u003cp\u003eShopify Audiences helps you find relevant buyers and lower advertising costs with custom audience lists—powered by Shopify’s unique insights from commerce data.\u003c/p\u003e\n\u003ca class=\"marketing-button marketing-button--small\" href=\"https://www.shopify.com/audiences?itcat=coreblog\u0026amp;itterm=shopify-audiences-cta\" target=\"_blank\"\u003eDiscover Shopify Audiences\u003c/a\u003e\n\u003c/div\u003e\n\u003ciframe width=\"560\" height=\"315\" src=\"https://www.youtube.com/embed/K5YJM36byi8?si=aJvpldjBxJLj15Gx\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen=\"\"\u003e\u003c/iframe\u003e\n\u003ch3\u003e4. Ad format and placement\u003c/h3\u003e\n\u003cp\u003eAd placement refers to where your ads are displayed on Facebook and within Meta’s ecosystem—including \u003ca href=\"/blog/instagram-ads\"\u003eads on Instagram\u003c/a\u003e, Messenger, and \u003ca href=\"https://www.facebook.com/audiencenetwork/\"\u003eAudience Network\u003c/a\u003e. You’ll pay different amounts depending on whether your ad appears in the news feed or the right column.\u003c/p\u003e\n\u003cp\u003eAvailable ad placements depend on your Facebook ad campaign objectives. For instance, awareness or website traffic campaigns can be \u003ca href=\"/blog/facebook-ad-sizes\"\u003eformatted in various sizes\u003c/a\u003e, such as a single image or video, a carousel, or a collection ads on Facebook, Marketplace, and Instagram.\u003c/p\u003e\n\u003cp\u003eFacebook recommends running ads on Instagram and Facebook to reduce the average cost per result of your ad. You can let Facebook optimize your ad placements or manually choose where you want your ads to run.\u003c/p\u003e\n\u003ch3\u003e5. Ad frequency\u003c/h3\u003e\n\u003cp\u003eFacebook wants to keep the user experience fresh and exciting. People who see the same ad repeatedly—particularly those who see but don’t engage with the ad—don’t get that kind of experience. \u003c/p\u003e\n\u003cp\u003e“When your ad has been running for some time, it will be seen by the same people repeatedly,” says Tim Clarke, the senior reputation manager at the marketing agency \u003ca href=\"https://thriveagency.com/\"\u003eThrive\u003c/a\u003e. “Therefore, you will notice that your advertising costs will be lowered if your frequency is as close to one as possible.”\u003c/p\u003e\n\u003cp\u003eImplement a frequency cap inside Ads Manager to prevent ad fatigue. This upper limit means your ad stops displaying to the same audience once they’ve already seen it a specified number of times, reducing ad costs.\u003c/p\u003e\n\u003ch3\u003e6. Ad duration\u003c/h3\u003e\n\u003cp\u003eIt takes a while for Facebook’s algorithm to contextualize your campaigns, especially if you’re running your first ad. This \u003ca href=\"https://www.facebook.com/business/help/112167992830700?id=561906377587030\"\u003elearning phase\u003c/a\u003e gives Meta time to test and identify best-performing placements, audiences, and bidding strategies.\u003c/p\u003e\n\u003cp\u003eIt takes around 50 optimization events in the week after your campaign’s last significant edit for a campaign to come out of the learning phase. Avoid edits where possible, and instead create a new ad set if you need to make major changes.\u003c/p\u003e\n\u003cp\u003eIndefinite campaigns can also put you at risk of ad fatigue and seasonal cost variations. For example, running an ad during a high-competition period (like the Black Friday to Cyber Monday weekend) may increase overall campaign costs as you face more competition for impressions during the peak sales period. \u003c/p\u003e\n\u003ch3\u003e7. Time of year\u003c/h3\u003e\n\u003cp\u003eFacebook advertising costs can increase during certain times of the year. The price of a Facebook ad historically skyrockets in the latter months of the year. \u003ca href=\"/blog/bfcm-checklist\"\u003eBlack Friday\u003c/a\u003e and holiday shoppers draw more advertisers to the platform, increasing the number of competitors in ad auctions.\u003c/p\u003e\n\u003ch3\u003e8. Performance goal\u003c/h3\u003e\n\u003cp\u003eYour ad costs will vary based on your chosen performance goal, which is the desired outcome that Facebook will bid on for you in the ad auction. Whether you aim to increase brand awareness, get app installs, or drive website traffic, each goal comes with its own cost.\u003c/p\u003e\n\u003cp\u003eYou can select from a long list of performance goals, including maximizing:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eAd reach\u003c/li\u003e\n\u003cli\u003eImpressions\u003c/li\u003e\n\u003cli\u003eLanding page views\u003c/li\u003e\n\u003cli\u003eLink clicks\u003c/li\u003e\n\u003cli\u003etwo-second continuous video views\u003c/li\u003e\n\u003cli\u003eLeads\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eThe available performance goals depend on your wider advertising campaign objective.\u003c/p\u003e\n\u003cp\u003eSome optimization events cost more than others. For instance, a conversion may cost more than a landing page view. When setting your ad budget and bid strategy, consider the cost of your chosen optimization event and make sure your budget can accommodate it.\u003c/p\u003e\n\u003ch2 id=\"3\"\u003eHow to reduce Facebook ad costs\u003c/h2\u003e\n\u003col\u003e\n\u003cli\u003e\u003ca href=\"#11\"\u003ePick the right campaign objectives and goals\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#12\"\u003eUse narrow audience targeting\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#13\"\u003eConsider excluding audiences\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#14\"\u003eRun retargeting campaigns\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#15\"\u003eMake your campaigns relevant\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#16\"\u003eMonitor ad frequency\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#17\"\u003eA/B test ad creatives and placements\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#18\"\u003eFocus on post-click experiences\u003c/a\u003e\u003c/li\u003e\n\u003c/ol\u003e\n\u003cp\u003eOnce Facebook ads generate revenue, it’s natural to be cautious about changing your marketing budget. You don’t want to lose your ad spots to competitors. Thankfully, Meta provides tools and data to optimize your ad spend. Here’s how to take advantage: \u003c/p\u003e\n\u003ch3 id=\"11\"\u003e1. Pick the right campaign objectives and goals\u003c/h3\u003e\n\u003cp\u003eOne of the first things Facebook asks you to do when creating an ad is to pick a campaign objective. There are six objectives to choose from in \u003ca href=\"/blog/facebook-ads-manager\"\u003eMeta Ads Manager\u003c/a\u003e:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eAwareness\u003c/li\u003e\n\u003cli\u003eTraffic\u003c/li\u003e\n\u003cli\u003eEngagement\u003c/li\u003e\n\u003cli\u003eLeads\u003c/li\u003e\n\u003cli\u003eApp promotion\u003c/li\u003e\n\u003cli\u003eSales\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eThe objective you choose should describe the result you want to achieve from buying ads on the platform. Experimenting with these objectives—and the related performance goals mentioned above—impacts the cost of \u003ca href=\"/blog/facebook-ads\"\u003eadvertising on Facebook\u003c/a\u003e. \u003c/p\u003e\n\u003cp\u003eThe algorithm pairs your objective with users who fit its criteria. If you’re bidding for sales, for example, your ad is more likely to be shown to Facebook users who’ve made purchases through the platform before.\u003c/p\u003e\n\u003cp\u003eSelecting the wrong campaign objective can lead to higher costs. If you pick lead generation when your real goal is \u003ca href=\"/blog/brand-awareness\"\u003ebrand awareness\u003c/a\u003e, for example, your campaign may become less efficient. To avoid unnecessary costs, make sure you develop a clear marketing goal for your ad campaign.\u003c/p\u003e\n\u003ch3 id=\"12\"\u003e2. Use narrow audience targeting\u003c/h3\u003e\n\u003cp\u003eFacebook’s algorithm considers ad relevance when calculating bids. The smaller and more relevant your target audience, the more chance you have of winning the ad auction.\u003c/p\u003e\n\u003cp\u003eThat makes it more cost-effective to use narrow audience targeting. But to find the right audience, it helps to begin with an established wider pool, so you can discover which audience types are most responsive to your content.\u003c/p\u003e\n\u003cp\u003e“Start your targeting a bit broader than you would initially think,” says Josh Jurrens of \u003ca href=\"https://www.calipermarketing.com/\"\u003eCaliper Marketing\u003c/a\u003e. “This gives Facebook a bit more room to find users most likely to take your intended action before narrowing your targeting. Starting too narrow will result in high costs and fewer conversions.”\u003c/p\u003e\n\u003cp\u003eFor example, let’s say you’re an online business that sells home coffee machines. You’re experiencing high Facebook ad costs with this custom audience:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eFemale\u003c/li\u003e\n\u003cli\u003eBased in the US\u003c/li\u003e\n\u003cli\u003eAged 18+\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eYour sales data reveals that most of your customers are based in Los Angeles, and customer surveys indicate they buy from you because they don’t have time to pick up a Starbucks coffee during their morning commute.\u003c/p\u003e\n\u003cp\u003eWith this information in mind, you refine your target audience to \u003ca href=\"/blog/sell-on-facebook\"\u003esell on Facebook\u003c/a\u003e and reach people who:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eLive within 10 miles of Los Angeles\u003c/li\u003e\n\u003cli\u003eShow interest in “Starbucks”\u003c/li\u003e\n\u003cli\u003eHave an annual income of more than $75,000\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eBy starting with an established audience and then using data to reduce its size, you’ve increased ad relevance and likely reduced your spend.\u003c/p\u003e\n\u003ch3 id=\"13\"\u003e3. Consider excluding audiences\u003c/h3\u003e\n\u003cp\u003eNot everyone in your target audience will be ideal customers. You could wind up paying to reach people who won’t contribute to your advertising goals. \u003c/p\u003e\n\u003cp\u003eIf your goal is to build brand awareness and you’re paying the average CPM of $13.75 to reach 1,000 new people, for example, exclude people who:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eAlready like your Facebook Page\u003c/li\u003e\n\u003cli\u003eHave visited your website within the past 28 days\u003c/li\u003e\n\u003cli\u003eHave already made a purchase \u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003e“Some brands worry they might be excluding potential customers, but if there are certain demographics or interests that might indicate a poor fit for your product, exclude them,” says marketer Brooks Manley.\u003c/p\u003e\n\u003ch3 id=\"14\"\u003e4. Run retargeting campaigns\u003c/h3\u003e\n\u003cp\u003eThe \u003ca href=\"/blog/72787269-relax-advertising-on-facebook-just-got-a-lot-easier\"\u003eMeta pixel\u003c/a\u003e collects data about your website visitors and pairs it to a Facebook profile—including the pages they visited, which items they added to their cart, and their visit duration. All of that data can be fed back into your campaign to run personalized retargeting ads.\u003c/p\u003e\n\u003cp\u003e“In my experience, I have found that remarketing ads were the cheapest to run,” says Usama Ejaz, co-founder of social media management tool \u003ca href=\"https://socialbu.com/\"\u003eSocialBu\u003c/a\u003e. “Let’s say you want to run a campaign for sign-ups to your website blog. Combine that with a remarketing ad that targets the visitors to your blog post from the first ad and you will save a lot of money.” \u003c/p\u003e\n\u003cp\u003ePotential \u003ca href=\"/blog/facebook-retargeting\"\u003eFacebook retargeting\u003c/a\u003e ads could include:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eAbandoned cart ads.\u003c/strong\u003e Show shoppers products they added to their shopping cart \u003ca href=\"/blog/shopping-cart-abandonment\"\u003ebut didn’t purchase\u003c/a\u003e.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eLanding page ads.\u003c/strong\u003e Serve ads according to the area of your website a person visited.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eRecent visitor ads. \u003c/strong\u003eShow Facebook ads to recent visitors to your site to keep your brand top of mind.\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3 id=\"15\"\u003e5. Make your campaigns relevant\u003c/h3\u003e\n\u003cp\u003eOnce you’re serving ads to a specific audience, it becomes easier to make your ad creatives relevant to potential customers.\u003c/p\u003e\n\u003cp\u003eRetargeting campaigns can be based on a previous experience that a person had with your brand, such as browsing a \u003ca href=\"/blog/product-page\"\u003eproduct page\u003c/a\u003e. Ads for custom audiences can leverage data used to define the audience—things like their interests and location.\u003c/p\u003e\n\u003cp\u003eOther data sources you can apply include \u003ca href=\"/blog/75022277-how-to-read-your-customers-minds-with-one-email\"\u003epost-purchase surveys\u003c/a\u003e and historical ad performance data. Do your customers prefer \u003ca href=\"/blog/facebook-video-ads\"\u003evideo ads\u003c/a\u003e or image carousels? Use these insights to \u003ca href=\"/blog/copywriting\"\u003ecraft copy\u003c/a\u003e that aligns with your audience’s tone of voice, vocabulary, and needs.\u003c/p\u003e\n\u003cp\u003eThe health-conscious cereal company \u003ca href=\"https://magicspoon.com/\"\u003eMagic Spoon\u003c/a\u003e, for example, promises customers that they can get a snack that’s “both delicious and better for you” by purchasing its products. \u003c/p\u003e\n\u003cfigure\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/magicspoon_f8fa69e9-cdfd-47f4-adae-e2bc24a70499.png?v=1731390150\" alt=\"Two Facebook video ad examples for a protein breakfast bar.\" style=\"float: none;\" class=\"block block--bordered\"\u003e\n\u003cfigcaption\u003eMagic Spoon showcases its unique value proposition in Facebook ad campaigns.\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003ch3 id=\"16\"\u003e6. Monitor ad frequency\u003c/h3\u003e\n\u003cp\u003eA potential mistake when niching down your Facebook advertising audience is that campaigns can become repetitive. Once a user sees your ad several times in their news feed, it is likely to lose conversion power, no matter how relevant and well-targeted. \u003c/p\u003e\n\u003cp\u003eFacebook keeps track of ad frequency with a simple calculation: impressions divided by reach. As your frequency score creeps beyond two or three, consider refreshing the campaign with new ad copy, images, or videos. You may find that you don’t need to overhaul your creative entirely to keep the content interesting.\u003c/p\u003e\n\u003ch3 id=\"17\"\u003e7. A/B test ad creatives and placements\u003c/h3\u003e\n\u003cp\u003eFacebook advertising is a mixture of science and art. \u003c/p\u003e\n\u003cp\u003eMany variables affect an ad’s performance (including seasonal factors beyond your control) so it can be hard to land on the perfect creative or audience selection. However, you can improve your results and cost-efficiency through \u003ca href=\"/blog/the-complete-guide-to-ab-testing\"\u003eA/B testing\u003c/a\u003e. \u003c/p\u003e\n\u003cp\u003eFacebook’s \u003ca href=\"https://www.facebook.com/business/help/1159714227408868\"\u003eA/B testing feature\u003c/a\u003e helps advertisers find winning combinations. So, for each campaign, experiment with the following elements and monitor the impact on your Facebook ad costs:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eAd creatives. \u003c/strong\u003eDo images, videos, or carousels do a better job of engaging your audience? How about long-form versus short-form content? \u003ca href=\"/blog/influencer-marketing\"\u003eInfluencer content\u003c/a\u003e or user-generated visuals?\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eAd formats and placements. \u003c/strong\u003eThe news feed may be the first port of call for advertisers, but test whether your ads get more attention elsewhere—like the Audience Network. Instagram Stories are also worth exploring if your priority is clicks at the lowest cost.\u003c/li\u003e\n\u003c/ul\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cp class=\"heading--4\"\u003eCreate must-share videos\u003c/p\u003e\n\u003cp\u003eUse this free video briefing template to plan TikTok, Instagram, and YouTube video ads that will attract maximum clicks.\u003c/p\u003e\n\u003ca class=\"marketing-button marketing-button--small\" href=\"/first-sale/creative-brief-for-video-shoot\" target=\"_blank\"\u003eDownload template\u003c/a\u003e\n\u003c/div\u003e\n\u003ch3 id=\"18\"\u003e8. Focus on post-click experiences\u003c/h3\u003e\n\u003cp\u003eA successful Facebook ad is a valuable asset for any business, but your post-click experience will have the final say on whether an ad click turns into a conversion.\u003c/p\u003e\n\u003cp\u003ePresent potential customers with a slow-loading website or a confusing \u003ca href=\"/blog/user-experience-design\"\u003euser experience\u003c/a\u003e and an eye-catching campaign won’t help you.\u003c/p\u003e\n\u003cp\u003eHere are some simple ways to improve the post-click experience of people visiting your website through a Facebook ad:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eDirect shoppers to personalized landing pages.\u003c/strong\u003e Make product discovery easily accessible by pointing your ad to a relevant page (not your homepage).\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eHave fast loading times. \u003c/strong\u003eA one-second improvement in \u003ca href=\"/blog/site-speed-importance\"\u003esite speed\u003c/a\u003e can increase conversions by 27%. Compress images, remove unneeded Javascript, and minimize third-party apps to speed things up.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eMake it mobile-friendly.\u003c/strong\u003e The \u003ca href=\"https://www.statista.com/statistics/1290370/us-facebook-usage-by-device/\"\u003evast majority\u003c/a\u003e of Facebook users access the platform via mobile devices. Make sure your online store is responsive and adjusts to a smaller screen size.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eOffer one-click checkout. \u003c/strong\u003eLess friction at the checkout means less chance of customers leaving. Use \u003ca href=\"/blog/shop-pay-checkout\"\u003eShop Pay\u003c/a\u003e to increase conversions by 10% versus other accelerated checkouts.\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch2\u003eIs it worth paying for Facebook ads?\u003c/h2\u003e\n\u003cp\u003e\u003ca href=\"/blog/facebook-marketing\"\u003eFacebook marketing\u003c/a\u003e is a valuable tool for businesses of all sizes. You’ll find customers of various interests, income levels, and locations using the platform—many of whom discover new products through ads in their news feeds. This makes Facebook ads worth paying for. \u003c/p\u003e\n\u003cp\u003eEffective Facebook advertising is all about trial and error. Test different campaigns and creatives, comparing them to past performance. Soon, you’ll start to see winning, cost-effective advertising strategies that resonate with your audience.\u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cdiv itemscope=\"\" itemtype=\"https://schema.org/FAQPage\"\u003e\n\u003ch2 id=\"4\"\u003eFacebook ad costs FAQ\u003c/h2\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhy are Facebook ads so expensive?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eFacebook ads that target popular or valuable audiences can be expensive because many businesses are bidding for the same ad space. The more competitive the ad auction, the higher the cost of the winning bid.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhat is a good cost per click?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eThe cost per click of Facebook ads continually changes based on factors such as the ad’s objective and the desirability of the target audience. A good cost per click allows a marketer to win the Facebook ad auction and serve the ad to Facebook users while remaining less than the expected value of the click.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eHow much should you spend per day on Facebook ads?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eThe minimum advertising budget for a Facebook ad is $1 per day for campaigns billed by impressions. For more aggressive campaigns, such as those designed to drive traffic or sales, a minimum budget of $5 per day is recommended.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eHow does Facebook’s ad auction system work?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eFacebook’s ad auction system is a bidding war where businesses compete for ad space. But it’s not just about who bids the highest. Facebook also considers the relevance and quality of the ad. The system aims to show ads that are most valuable to users, balancing both the ad bid and the ad’s quality.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eHow can you improve the performance of your Facebook ads?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eImproving ad performance often comes down to refining your targeting, enhancing your ad creative, and optimizing your bidding strategy. Use \u003ca href=\"https://www.facebook.com/business/insights/tools/audience-insights\"\u003eFacebook’s audience insights\u003c/a\u003e to understand your audience better and tailor your ads to their interests and behaviors.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eAre paid Facebook ads worth it?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eFacebook ads remain a good investment for online brands thanks to the social media platform’s unparalleled reach. However, a diversified marketing campaign that makes use of multiple channels, including other social media platforms, will likely yield the most worthwhile results.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e","excerpt":"How much do Facebook Ads cost—and how can you make them cheaper? This 2024 report looks at average ad costs on the world’s most popular social media platform.","excerptHtml":"\u003cp\u003eHow much do Facebook Ads cost—and how can you make them cheaper? This 2024 report looks at average ad costs on the world’s most popular social media platform.\u003c/p\u003e","seo":{"__typename":"SEO","title":"What Facebook Ads Cost in November 2024","description":"How much do Facebook Ads cost—and how can you make them cheaper? This 2024 report looks at average ad costs on the world’s most popular social media platform."},"metafields":[null,null,null,{"__typename":"Metafield","value":"{\"en-CA\":\"https://www.shopify.com/ca/blog/facebook-ads-cost\",\"en-GB\":\"https://www.shopify.com/uk/blog/facebook-ads-cost\",\"en-AU\":\"https://www.shopify.com/au/blog/facebook-ads-cost\",\"en-ID\":\"https://www.shopify.com/id/blog/facebook-ads-cost\",\"en-NZ\":\"https://www.shopify.com/nz/blog/facebook-ads-cost\",\"en-ZA\":\"https://www.shopify.com/za/blog/facebook-ads-cost\",\"en-NG\":\"https://www.shopify.com/ng/blog/facebook-ads-cost\",\"en-PH\":\"https://www.shopify.com/ph/blog/facebook-ads-cost\",\"en-SG\":\"https://www.shopify.com/sg/blog/facebook-ads-cost\",\"en-HK\":\"https://www.shopify.com/hk/blog/facebook-ads-cost\",\"en-IE\":\"https://www.shopify.com/ie/blog/facebook-ads-cost\",\"en-MY\":\"https://www.shopify.com/my/blog/facebook-ads-cost\",\"de\":\"https://www.shopify.com/de/blog/facebook-anzeigen\"}","key":"hreflang_json"},{"__typename":"Metafield","value":"[{\"title\":\"The 13 Best Dropshipping Suppliers in 2024\",\"url\":\"blog/dropshipping-suppliers\"},{\"title\":\"How To Source Products To Sell Online\",\"url\":\"blog/product-sourcing-apps\"},{\"title\":\"AliExpress Dropshipping- How to Dropship From AliExpress\",\"url\":\"blog/117607173-the-definitive-guide-to-dropshipping-with-aliexpress\"},{\"title\":\"6 Tips for How To Be a Successful Dropshipper (Full Playbook)\",\"url\":\"blog/dropshipping-success\"},{\"title\":\"Print on Demand Shirts- A Quickstart Guide\",\"url\":\"blog/print-on-demand-shirts\"},{\"title\":\"How to Use the Facebook Ad Library for Research\",\"url\":\"blog/ad-library-facebook\"},{\"title\":\"How to Create Your Shipping Policy (With a Template and Examples)\",\"url\":\"blog/shipping-policy\"},{\"title\":\"5 Winning Facebook Ad Strategies to Try\",\"url\":\"blog/facebook-ad-strategies\"},{\"title\":\"YouTube Analytics- 10 Key Metrics to Track and Improve Video Performance\",\"url\":\"blog/6763696-youtube-analytics-10-ways-to-track-video-performance\"},{\"title\":\"Top 10 Most Popular Social Media Platforms\",\"url\":\"blog/most-popular-social-media-platforms\"}]","key":"interlinkings_json"},null,{"__typename":"Metafield","value":"[{\"title\":\"How To Make Money on Instagram in 2024 (9 Actionable Ideas)\",\"tags\":[\"Social Media Optimization\"],\"handle\":\"make-money-on-instagram\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/how-to-make-money-on-instagram.png?format=webp\u0026v=1693586866\u0026\",\"imageAltText\":\"Graphic of a mobile phone with heart shapes bubbles floating around it\",\"modifiedAt\":\"2023-11-08\"},{\"title\":\"How To Start an Ecommerce Business: Guide for 2024\",\"tags\":[\"Starting Up\"],\"handle\":\"ecommerce-business-blueprint\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/Header_43a6fbaa-305a-4bda-8ef7-5e7f4e1278da.png?format=webp\u0026v=1694450194\",\"imageAltText\":\"3D models of a shopping cart and a smartphone on a turquoise background.\",\"modifiedAt\":\"2023-09-01\"},{\"title\":\"What Is Dropshipping and How Does It Work? (2024)\",\"tags\":[\"Guides\"],\"handle\":\"what-is-dropshipping\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/shopify_dropshipping_chapter_1.jpg?v=1590420594\",\"imageAltText\":\"\",\"modifiedAt\":\"2023-12-05\"},{\"title\":\"What Is Print on Demand \u0026 How To Start a Business (2024)\",\"tags\":[\"Find an Idea\"],\"handle\":\"print-on-demand\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/what-is-print-on-demand.jpg?v=1598910000\",\"imageAltText\":\"An introduction to print on demand and how to get started.\",\"modifiedAt\":\"2023-11-09\"},{\"title\":\"How To Create a Website in 9 Steps (2024)\",\"tags\":[\"Sell Online\"],\"handle\":\"build-a-website\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/1-build-a-website.jpg?v=1615422396\",\"imageAltText\":\"Placeholder\",\"modifiedAt\":\"2023-09-20\"},{\"title\":\"How To Start an Online Store in 2024 (Step-by-Step Guide)\",\"tags\":[\"Starting Up\"],\"handle\":\"start-online-store\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/store-setup-guide-hero-min.png?v=1593698881\",\"imageAltText\":\"illustration of a chef cooking up a shopify store: how to start an online store\",\"modifiedAt\":\"2023-11-23\"},{\"title\":\"How To Make and Sell Merch Your Fans Will Love (2024)\",\"tags\":[\"Find an Idea\"],\"handle\":\"make-sell-merch\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/make-sell-merch_dd3029b8-46e0-4593-abc4-ea17f12c0c2e.jpg?v=1664569520\",\"imageAltText\":\"sweatshirt and socks from MrBeast merch line\",\"modifiedAt\":\"2023-12-02\"},{\"title\":\"10 Best Ecommerce Website Builders for Your Online Store (2024)\",\"tags\":[\"Sell Online\"],\"handle\":\"best-ecommerce-website-builder\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/best-ecommerce-website-builder.jpg?v=1615833626\",\"imageAltText\":\"Illustration of a basket made out of bricks and mortar, showcasing how an ecommerce website builder can help you construct an online store\",\"modifiedAt\":\"2023-11-06\"}]","key":"popular_blog_post_json"}],"imageUrl":"https://cdn.shopify.com/s/files/1/0070/7032/articles/Facebook_Ads_cost_Getty_1210806740_34887f1a-1d2e-41e4-be46-3f76772e2d0c.jpg?v=1729525430","imageAltText":"A phone with a megaphone representing facebook ads","imageClass":"","modifiedAt":"13 Nov 2024","modifiedAtRaw":"2024-11-13T06:30:00Z"},"metaDescription":"How much do Facebook Ads cost—and how can you make them cheaper? This 2024 report looks at average ad costs on the world’s most popular social media platform.","contentHtml":"\u003cp\u003eAs the world’s largest social media platform, Facebook provides unparalleled access to new \u003ca href=\"/my/blog/what-is-prospecting\"\u003eprospects\u003c/a\u003e. It also attracts competition as similar businesses target the same users.\u003c/p\u003e\n\u003cp\u003eThe more demand for a Facebook audience, the more ad costs increase—and the harder it becomes to \u003ca href=\"/my/blog/make-money-on-facebook\"\u003emake money on Facebook\u003c/a\u003e. So, how much should you spend to beat the competition and reach your target customers?\u003c/p\u003e\n\u003cp\u003eBelow, find figures on how much the average business budgets for \u003ca href=\"/my/blog/facebook-ads\"\u003eFacebook ads\u003c/a\u003e, as of\u0026nbsp;November\u0026nbsp;2024, plus tips to reduce the cost of ad campaigns—without sacrificing results.\u003c/p\u003e\u003cdiv id=\"text-cta\" class=\"hidden lg:block\"\u003e\u003c/div\u003e\n\n\u003cdiv class=\"relative aspect-video mb-8\"\u003e\u003cdiv data-component=\"youtube-facade\" data-src=\"https://www.youtube.com/embed/sjluHIgizAk?si=7fg3xiqodE8NyJnV\" class=\"absolute inset-0 w-full h-full\"\u003e\u003c/div\u003e\u003c/div\u003e\n\u003ch2 id=\"1\"\u003eHow much do Facebook ads cost?\u003c/h2\u003e\n\u003cp\u003eFacebook bills advertisers based on two metrics: \u003ca href=\"/my/blog/what-is-cpc\"\u003ecost per click\u003c/a\u003e (CPC) and \u003ca href=\"/my/blog/cpm-marketing\"\u003ecost per mille\u003c/a\u003e (CPM), otherwise known as cost per 1,000 impressions.\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eFacebook ads cost approximately 70¢ per click.\u003c/li\u003e\n\u003cli\u003eFacebook ads cost approximately $13.75 per 1,000 impressions.\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3\u003eAverage Facebook ad cost: CPC\u003c/h3\u003e\n\u003cp\u003eThe average \u003ca href=\"https://app.bir.ch/facebook-advertising-costs/cpc-cost-per-click\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eCPC for Facebook ads\u003c/a\u003e in\u0026nbsp;November 2024 was 72¢. That makes it cheaper, on average, to run an ad on Facebook than on \u003ca href=\"https://revealbot.com/instagram-advertising-costs/cpc-cost-per-click\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eInstagram\u003c/a\u003e or \u003ca href=\"/my/blog/google-ads-vs-facebook-ads\"\u003eGoogle Ads\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eSeasonality and competition play major roles in the cost of winning a Facebook ad auction. While the site’s average CPC is a helpful guide, consider factors such as your campaign’s timing, type, and objectives for a more accurate estimate.\u003c/p\u003e\n\u003ch3\u003eAverage Facebook ad cost: CPM\u003c/h3\u003e\n\u003cp\u003eThe average \u003ca href=\"https://app.bir.ch/facebook-advertising-costs\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eCPM for Facebook ads\u003c/a\u003e in\u0026nbsp;November 2024 was $13.75.\u003c/p\u003e\n\u003cp\u003eMany online stores use Facebook to build brand awareness amongst its three billion \u003ca href=\"https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003emonthly active users\u003c/a\u003e. If reach and awareness are your goals, focus on the cost of impressions, known as cost per mille, or the cost of being seen by 1,000 Facebook users.\u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded border-t-2 px-8 py-10 my-12 [\u0026amp;_h2]:!mt-0 [\u0026amp;_h2]:mb-6 [\u0026amp;_h2]:text-t5 [\u0026amp;_h3]:!mt-0 [\u0026amp;_h3]:mb-6 [\u0026amp;_h3]:text-t7 [\u0026amp;_h4]:!mt-0 [\u0026amp;_h4]:mb-6 [\u0026amp;_h4]:text-t8 [\u0026amp;_img]:my-auto [\u0026amp;_p]:!mt-0 [\u0026amp;_p]:mb-6 [\u0026amp;_p]:text-body-sm [\u0026amp;_.heading--4]:text-t6 [\u0026amp;_.marketing-button]:text-white [\u0026amp;_.marketing-button]:no-underline border-blog-highlight\" data-component-name=\"blog-cta-marketing\"\u003e\n\u003cp class=\"heading--4\"\u003eStart selling your products on Facebook\u003c/p\u003e\n\u003cp\u003eShopify comes with powerful tools that help you list, promote, and sell products on Facebook. Create product collections, showcase your brand and products, and make sales on Facebook from one place.\u003c/p\u003e\n\u003ca href=\"/facebook-instagram?itcat=coreblog\u0026amp;itterm=shopify-facebook-instagram-sales-channel-cta\" class=\"marketing-button marketing-button--small\" target=\"_blank\"\u003eStart selling on Facebook\u003c/a\u003e\n\u003c/div\u003e\n\u003ch3\u003eAverage Facebook ads cost: CPL\u003c/h3\u003e\n\u003cp\u003eWhile advertisers pay for ads based on CPC and CPM, other metrics such as cost per lead (CPL) can help you understand the wider value of your Facebook ad campaigns. The average \u003ca href=\"https://revealbot.com/facebook-advertising-costs/cpl-cost-per-lead\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eCPL for Facebook ads\u003c/a\u003e in\u0026nbsp;November 2024 was $6.49.\u003c/p\u003e\n\u003cp\u003eMany brands use Facebook to generate \u003ca href=\"/my/blog/email-marketing-best-practices\"\u003eemail leads\u003c/a\u003e or potential customers who agree to receive newsletters, promotions, and other communications via email.\u003c/p\u003e\n\u003cp\u003eUnlike fleeting ad impressions, email subscribers are a more stable and potentially profitable audience. Building an email list through Facebook ads offers the benefit of ongoing contact with your audience without needing to pay ad costs.\u003c/p\u003e\n\u003cp\u003eMeta has a variety of tools to help you refine your Facebook audience targeting. You can use demographic data to narrow down your audience or expand to \u003ca href=\"/my/blog/lookalike-audiences\"\u003elookalike audiences\u003c/a\u003e based on your existing customers.\u003c/p\u003e\n\u003cp\u003eBy focusing on the people most likely to subscribe, you might increase your ads’ \u003ca href=\"/my/blog/120261189-conversion-rate-optimization\"\u003econversion rate\u003c/a\u003e and lower your CPL. With a lower cost per lead, you can build an ongoing relationship with your customer base for less ongoing investment.\u003c/p\u003e\n\u003ch2 id=\"2\"\u003e8 factors affecting Facebook advertising cost\u003c/h2\u003e\n\u003cp\u003eThe price of a Facebook ad isn’t random. A combination of factors affects the ultimate cost per click or impression of every ad you run:\u003c/p\u003e\n\u003ch3\u003e1. Bidding strategy\u003c/h3\u003e\n\u003cp\u003eYour chosen ad strategy influences your Facebook ad pricing. You can opt to pay based on an ad’s budget or goal:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eSpend-based bidding\u003c/strong\u003e\u003cstrong\u003estrategy.\u003c/strong\u003e This tells Facebook to maximize results within a set budget, either by finding the lowest average cost per conversion or by targeting a smaller number of high-value conversions.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eGoal-based bidding strategy.\u003c/strong\u003e This tells Facebook to pursue a target conversion rate and allocate ad spend accordingly. Overall spending can still be capped or set within a predefined range.\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eYou can also forgo Facebook’s dynamic ad bidding algorithms and make specific manual ad bids.\u003c/p\u003e\n\u003cp\u003eIf you’re concerned about overspending on Facebook ads, you can set a bid cap for your campaigns. If you can calculate a \u003ca href=\"/my/blog/customer-lifetime-value\"\u003ecustomer’s value\u003c/a\u003e, a bid cap stops you from spending more than your customers are worth.\u003c/p\u003e\n\u003ch3\u003e2. Ad quality and relevance\u003c/h3\u003e\n\u003cp\u003eThe relevance of your ads to your audience will impact how much you pay. Meta prioritizes ads that are relevant to its users, leading to a better browsing experience. Relevant ads tend to perform better, making them more cost-effective.\u003c/p\u003e\n\u003cp\u003eMeta’s \u003ca href=\"https://www.facebook.com/business/help/436113280262012?id=561906377587030\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003ead relevance diagnostics tool\u003c/a\u003e can show you whether your ads are relevant to the audience you’re trying to reach. The tool assesses your ad’s historic ranking in ad auctions over three categories:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eQuality. \u003c/strong\u003eMeta judges ad quality through a combination of user behavior data (whether they choose to hide the ad, for example) and elements of the ad’s content (such as sensationalist language or clickbait).\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eEngagement. \u003c/strong\u003eThis refers to how often your ad is clicked, commented on, shared, or expanded compared to competing ads.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eConversion. \u003c/strong\u003eThe likelihood that a user who viewed your ad will complete your goal.\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eUse diagnostics to understand more about your underperforming ads. Is it your creative assets, the post-click experience, or audience targeting that needs work?\u003c/p\u003e\n\u003ch3\u003e3. Audience\u003c/h3\u003e\n\u003cp\u003eThe audience you target can significantly influence your Facebook ad costs. Factors like age, location, and interests can drive costs up or down. For instance, targeting a densely populated city or a highly sought-after demographic might cost more.\u003c/p\u003e\n\u003cp\u003eThere are two general approaches to creating audiences:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eSpecific or \u003c/strong\u003e\u003ca href=\"/my/blog/56441413-the-beginners-guide-to-facebook-custom-audiences\"\u003e\u003cstrong\u003ecustom audiences\u003c/strong\u003e\u003c/a\u003e. These use inputted data to target people who already know about your business, or who are likely to be interested.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eBroad audiences.\u003c/strong\u003e These refer to users identified by Facebook and may include a wider variety of prospects.\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eRemember, targeting a narrower audience might cost more per click, but if it leads to a higher \u003ca href=\"/my/blog/120261189-conversion-rate-optimization\"\u003econversion rate\u003c/a\u003e, it could offer better value. Whoever your initial audience is, Meta will learn who is engaging most with your ad over time and refine your audience to reach more of the right people.\u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded border-t-2 px-8 py-10 my-12 [\u0026amp;_h2]:!mt-0 [\u0026amp;_h2]:mb-6 [\u0026amp;_h2]:text-t5 [\u0026amp;_h3]:!mt-0 [\u0026amp;_h3]:mb-6 [\u0026amp;_h3]:text-t7 [\u0026amp;_h4]:!mt-0 [\u0026amp;_h4]:mb-6 [\u0026amp;_h4]:text-t8 [\u0026amp;_img]:my-auto [\u0026amp;_p]:!mt-0 [\u0026amp;_p]:mb-6 [\u0026amp;_p]:text-body-sm [\u0026amp;_.heading--4]:text-t6 [\u0026amp;_.marketing-button]:text-white [\u0026amp;_.marketing-button]:no-underline border-blog-highlight\" data-component-name=\"blog-cta-marketing\"\u003e\n\u003cp class=\"heading--4\"\u003eGet better ad performance with Shopify Audiences\u003c/p\u003e\n\u003cp\u003eShopify Audiences helps you find relevant buyers and lower advertising costs with custom audience lists—powered by Shopify’s unique insights from commerce data.\u003c/p\u003e\n\u003ca class=\"marketing-button marketing-button--small\" href=\"/audiences?itcat=coreblog\u0026amp;itterm=shopify-audiences-cta\" target=\"_blank\"\u003eDiscover Shopify Audiences\u003c/a\u003e\n\u003c/div\u003e\n\u003cdiv class=\"relative aspect-video mb-8\"\u003e\u003cdiv data-component=\"youtube-facade\" data-src=\"https://www.youtube.com/embed/K5YJM36byi8?si=aJvpldjBxJLj15Gx\"\u003e\u003c/div\u003e\u003c/div\u003e\n\u003ch3\u003e4. Ad format and placement\u003c/h3\u003e\n\u003cp\u003eAd placement refers to where your ads are displayed on Facebook and within Meta’s ecosystem—including \u003ca href=\"/my/blog/instagram-ads\"\u003eads on Instagram\u003c/a\u003e, Messenger, and \u003ca href=\"https://www.facebook.com/audiencenetwork/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eAudience Network\u003c/a\u003e. You’ll pay different amounts depending on whether your ad appears in the news feed or the right column.\u003c/p\u003e\n\u003cp\u003eAvailable ad placements depend on your Facebook ad campaign objectives. For instance, awareness or website traffic campaigns can be \u003ca href=\"/my/blog/facebook-ad-sizes\"\u003eformatted in various sizes\u003c/a\u003e, such as a single image or video, a carousel, or a collection ads on Facebook, Marketplace, and Instagram.\u003c/p\u003e\n\u003cp\u003eFacebook recommends running ads on Instagram and Facebook to reduce the average cost per result of your ad. You can let Facebook optimize your ad placements or manually choose where you want your ads to run.\u003c/p\u003e\n\u003ch3\u003e5. Ad frequency\u003c/h3\u003e\n\u003cp\u003eFacebook wants to keep the user experience fresh and exciting. People who see the same ad repeatedly—particularly those who see but don’t engage with the ad—don’t get that kind of experience.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e“When your ad has been running for some time, it will be seen by the same people repeatedly,” says Tim Clarke, the senior reputation manager at the marketing agency \u003ca href=\"https://thriveagency.com/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eThrive\u003c/a\u003e. “Therefore, you will notice that your advertising costs will be lowered if your frequency is as close to one as possible.”\u003c/p\u003e\n\u003cp\u003eImplement a frequency cap inside Ads Manager to prevent ad fatigue. This upper limit means your ad stops displaying to the same audience once they’ve already seen it a specified number of times, reducing ad costs.\u003c/p\u003e\n\u003ch3\u003e6. Ad duration\u003c/h3\u003e\n\u003cp\u003eIt takes a while for Facebook’s algorithm to contextualize your campaigns, especially if you’re running your first ad. This \u003ca href=\"https://www.facebook.com/business/help/112167992830700?id=561906377587030\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003elearning phase\u003c/a\u003e gives Meta time to test and identify best-performing placements, audiences, and bidding strategies.\u003c/p\u003e\n\u003cp\u003eIt takes around 50 optimization events in the week after your campaign’s last significant edit for a campaign to come out of the learning phase. Avoid edits where possible, and instead create a new ad set if you need to make major changes.\u003c/p\u003e\n\u003cp\u003eIndefinite campaigns can also put you at risk of ad fatigue and seasonal cost variations. For example, running an ad during a high-competition period (like the Black Friday to Cyber Monday weekend) may increase overall campaign costs as you face more competition for impressions during the peak sales period.\u0026nbsp;\u003c/p\u003e\n\u003ch3\u003e7. Time of year\u003c/h3\u003e\n\u003cp\u003eFacebook advertising costs can increase during certain times of the year. The price of a Facebook ad historically skyrockets in the latter months of the year. \u003ca href=\"/my/blog/bfcm-checklist\"\u003eBlack Friday\u003c/a\u003e and holiday shoppers draw more advertisers to the platform, increasing the number of competitors in ad auctions.\u003c/p\u003e\n\u003ch3\u003e8. Performance goal\u003c/h3\u003e\n\u003cp\u003eYour ad costs will vary based on your chosen performance goal, which is the desired outcome that Facebook will bid on for you in the ad auction. Whether you aim to increase brand awareness, get app installs, or drive website traffic, each goal comes with its own cost.\u003c/p\u003e\n\u003cp\u003eYou can select from a long list of performance goals, including maximizing:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eAd reach\u003c/li\u003e\n\u003cli\u003eImpressions\u003c/li\u003e\n\u003cli\u003eLanding page views\u003c/li\u003e\n\u003cli\u003eLink clicks\u003c/li\u003e\n\u003cli\u003etwo-second continuous video views\u003c/li\u003e\n\u003cli\u003eLeads\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eThe available performance goals depend on your wider advertising campaign objective.\u003c/p\u003e\n\u003cp\u003eSome optimization events cost more than others. For instance, a conversion may cost more than a landing page view. When setting your ad budget and bid strategy, consider the cost of your chosen optimization event and make sure your budget can accommodate it.\u003c/p\u003e\n\u003ch2 id=\"3\"\u003eHow to reduce Facebook ad costs\u003c/h2\u003e\n\u003col\u003e\n\u003cli\u003e\u003ca href=\"#11\"\u003ePick the right campaign objectives and goals\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#12\"\u003eUse narrow audience targeting\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#13\"\u003eConsider excluding audiences\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#14\"\u003eRun retargeting campaigns\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#15\"\u003eMake your campaigns relevant\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#16\"\u003eMonitor ad frequency\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#17\"\u003eA/B test ad creatives and placements\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#18\"\u003eFocus on post-click experiences\u003c/a\u003e\u003c/li\u003e\n\u003c/ol\u003e\n\u003cp\u003eOnce Facebook ads generate revenue, it’s natural to be cautious about changing your marketing budget. You don’t want to lose your ad spots to competitors. Thankfully, Meta provides tools and data to optimize your ad spend. Here’s how to take advantage:\u0026nbsp;\u003c/p\u003e\n\u003ch3 id=\"11\"\u003e1. Pick the right campaign objectives and goals\u003c/h3\u003e\n\u003cp\u003eOne of the first things Facebook asks you to do when creating an ad is to pick a campaign objective. There are six objectives to choose from in \u003ca href=\"/my/blog/facebook-ads-manager\"\u003eMeta Ads Manager\u003c/a\u003e:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eAwareness\u003c/li\u003e\n\u003cli\u003eTraffic\u003c/li\u003e\n\u003cli\u003eEngagement\u003c/li\u003e\n\u003cli\u003eLeads\u003c/li\u003e\n\u003cli\u003eApp promotion\u003c/li\u003e\n\u003cli\u003eSales\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eThe objective you choose should describe the result you want to achieve from buying ads on the platform. Experimenting with these objectives—and the related performance goals mentioned above—impacts the cost of \u003ca href=\"/my/blog/facebook-ads\"\u003eadvertising on Facebook\u003c/a\u003e.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eThe algorithm pairs your objective with users who fit its criteria. If you’re bidding for sales, for example, your ad is more likely to be shown to Facebook users who’ve made purchases through the platform before.\u003c/p\u003e\n\u003cp\u003eSelecting the wrong campaign objective can lead to higher costs. If you pick lead generation when your real goal is \u003ca href=\"/my/blog/brand-awareness\"\u003ebrand awareness\u003c/a\u003e, for example, your campaign may become less efficient. To avoid unnecessary costs, make sure you develop a clear marketing goal for your ad campaign.\u003c/p\u003e\n\u003ch3 id=\"12\"\u003e2. Use narrow audience targeting\u003c/h3\u003e\n\u003cp\u003eFacebook’s algorithm considers ad relevance when calculating bids. The smaller and more relevant your target audience, the more chance you have of winning the ad auction.\u003c/p\u003e\n\u003cp\u003eThat makes it more cost-effective to use narrow audience targeting. But to find the right audience, it helps to begin with an established wider pool, so you can discover which audience types are most responsive to your content.\u003c/p\u003e\n\u003cp\u003e“Start your targeting a bit broader than you would initially think,” says Josh Jurrens of \u003ca href=\"https://www.calipermarketing.com/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eCaliper Marketing\u003c/a\u003e. “This gives Facebook a bit more room to find users most likely to take your intended action before narrowing your targeting. Starting too narrow will result in high costs and fewer conversions.”\u003c/p\u003e\n\u003cp\u003eFor example, let’s say you’re an online business that sells home coffee machines. You’re experiencing high Facebook ad costs with this custom audience:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eFemale\u003c/li\u003e\n\u003cli\u003eBased in the US\u003c/li\u003e\n\u003cli\u003eAged 18+\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eYour sales data reveals that most of your customers are based in Los Angeles, and customer surveys indicate they buy from you because they don’t have time to pick up a Starbucks coffee during their morning commute.\u003c/p\u003e\n\u003cp\u003eWith this information in mind, you refine your target audience to \u003ca href=\"/my/blog/sell-on-facebook\"\u003esell on Facebook\u003c/a\u003e and reach people who:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eLive within 10 miles of Los Angeles\u003c/li\u003e\n\u003cli\u003eShow interest in “Starbucks”\u003c/li\u003e\n\u003cli\u003eHave an annual income of more than $75,000\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eBy starting with an established audience and then using data to reduce its size, you’ve increased ad relevance and likely reduced your spend.\u003c/p\u003e\n\u003ch3 id=\"13\"\u003e3. Consider excluding audiences\u003c/h3\u003e\n\u003cp\u003eNot everyone in your target audience will be ideal customers. You could wind up paying to reach people who won’t contribute to your advertising goals.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eIf your goal is to build brand awareness and you’re paying the average CPM of $13.75 to reach 1,000 new people, for example, exclude people who:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eAlready like your Facebook Page\u003c/li\u003e\n\u003cli\u003eHave visited your website within the past 28 days\u003c/li\u003e\n\u003cli\u003eHave already made a purchase\u0026nbsp;\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003e“Some brands worry they might be excluding potential customers, but if there are certain demographics or interests that might indicate a poor fit for your product, exclude them,” says marketer Brooks Manley.\u003c/p\u003e\n\u003ch3 id=\"14\"\u003e4. Run retargeting campaigns\u003c/h3\u003e\n\u003cp\u003eThe \u003ca href=\"/my/blog/72787269-relax-advertising-on-facebook-just-got-a-lot-easier\"\u003eMeta pixel\u003c/a\u003e collects data about your website visitors and pairs it to a Facebook profile—including the pages they visited, which items they added to their cart, and their visit duration. All of that data can be fed back into your campaign to run personalized retargeting ads.\u003c/p\u003e\n\u003cp\u003e“In my experience, I have found that remarketing ads were the cheapest to run,” says Usama Ejaz, co-founder of social media management tool \u003ca href=\"https://socialbu.com/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eSocialBu\u003c/a\u003e. “Let’s say you want to run a campaign for sign-ups to your website blog. Combine that with a remarketing ad that targets the visitors to your blog post from the first ad and you will save a lot of money.”\u0026nbsp;\u003c/p\u003e\n\u003cp\u003ePotential \u003ca href=\"/my/blog/facebook-retargeting\"\u003eFacebook retargeting\u003c/a\u003e ads could include:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eAbandoned cart ads.\u003c/strong\u003e Show shoppers products they added to their shopping cart \u003ca href=\"/my/blog/shopping-cart-abandonment\"\u003ebut didn’t purchase\u003c/a\u003e.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eLanding page ads.\u003c/strong\u003e Serve ads according to the area of your website a person visited.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eRecent visitor ads. \u003c/strong\u003eShow Facebook ads to recent visitors to your site to keep your brand top of mind.\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3 id=\"15\"\u003e5. Make your campaigns relevant\u003c/h3\u003e\n\u003cp\u003eOnce you’re serving ads to a specific audience, it becomes easier to make your ad creatives relevant to potential customers.\u003c/p\u003e\n\u003cp\u003eRetargeting campaigns can be based on a previous experience that a person had with your brand, such as browsing a \u003ca href=\"/my/blog/product-page\"\u003eproduct page\u003c/a\u003e. Ads for custom audiences can leverage data used to define the audience—things like their interests and location.\u003c/p\u003e\n\u003cp\u003eOther data sources you can apply include \u003ca href=\"/my/blog/75022277-how-to-read-your-customers-minds-with-one-email\"\u003epost-purchase surveys\u003c/a\u003e and historical ad performance data. Do your customers prefer \u003ca href=\"/my/blog/facebook-video-ads\"\u003evideo ads\u003c/a\u003e or image carousels? Use these insights to \u003ca href=\"/my/blog/copywriting\"\u003ecraft copy\u003c/a\u003e that aligns with your audience’s tone of voice, vocabulary, and needs.\u003c/p\u003e\n\u003cp\u003eThe health-conscious cereal company \u003ca href=\"https://magicspoon.com/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eMagic Spoon\u003c/a\u003e, for example, promises customers that they can get a snack that’s “both delicious and better for you” by purchasing its products.\u0026nbsp;\u003c/p\u003e\n\u003cfigure\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/magicspoon_f8fa69e9-cdfd-47f4-adae-e2bc24a70499.png?v=1731390150\" alt=\"Two Facebook video ad examples for a protein breakfast bar.\" style=\"float: none;\" class=\"block block--bordered\"\u003e\n\u003cfigcaption\u003eMagic Spoon showcases its unique value proposition in Facebook ad campaigns.\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003ch3 id=\"16\"\u003e6. Monitor ad frequency\u003c/h3\u003e\n\u003cp\u003eA potential mistake when niching down your Facebook advertising audience is that campaigns can become repetitive. Once a user sees your ad several times in their news feed, it is likely to lose conversion power, no matter how relevant and well-targeted.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eFacebook keeps track of ad frequency with a simple calculation: impressions divided by reach. As your frequency score creeps beyond two or three, consider refreshing the campaign with new ad copy, images, or videos. You may find that you don’t need to overhaul your creative entirely to keep the content interesting.\u003c/p\u003e\n\u003ch3 id=\"17\"\u003e7. A/B test ad creatives and placements\u003c/h3\u003e\n\u003cp\u003eFacebook advertising is a mixture of science and art.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eMany variables affect an ad’s performance (including seasonal factors beyond your control) so it can be hard to land on the perfect creative or audience selection. However, you can improve your results and cost-efficiency through \u003ca href=\"/my/blog/the-complete-guide-to-ab-testing\"\u003eA/B testing\u003c/a\u003e.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eFacebook’s \u003ca href=\"https://www.facebook.com/business/help/1159714227408868\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eA/B testing feature\u003c/a\u003e helps advertisers find winning combinations. So, for each campaign, experiment with the following elements and monitor the impact on your Facebook ad costs:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eAd creatives. \u003c/strong\u003eDo images, videos, or carousels do a better job of engaging your audience? How about long-form versus short-form content? \u003ca href=\"/my/blog/influencer-marketing\"\u003eInfluencer content\u003c/a\u003e or user-generated visuals?\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eAd formats and placements. \u003c/strong\u003eThe news feed may be the first port of call for advertisers, but test whether your ads get more attention elsewhere—like the Audience Network. Instagram Stories are also worth exploring if your priority is clicks at the lowest cost.\u003c/li\u003e\n\u003c/ul\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded border-t-2 px-8 py-10 my-12 [\u0026amp;_h2]:!mt-0 [\u0026amp;_h2]:mb-6 [\u0026amp;_h2]:text-t5 [\u0026amp;_h3]:!mt-0 [\u0026amp;_h3]:mb-6 [\u0026amp;_h3]:text-t7 [\u0026amp;_h4]:!mt-0 [\u0026amp;_h4]:mb-6 [\u0026amp;_h4]:text-t8 [\u0026amp;_img]:my-auto [\u0026amp;_p]:!mt-0 [\u0026amp;_p]:mb-6 [\u0026amp;_p]:text-body-sm [\u0026amp;_.heading--4]:text-t6 [\u0026amp;_.marketing-button]:text-white [\u0026amp;_.marketing-button]:no-underline border-blog-highlight\" data-component-name=\"blog-cta-marketing\"\u003e\n\u003cp class=\"heading--4\"\u003eCreate must-share videos\u003c/p\u003e\n\u003cp\u003eUse this free video briefing template to plan TikTok, Instagram, and YouTube video ads that will attract maximum clicks.\u003c/p\u003e\n\u003ca class=\"marketing-button marketing-button--small\" href=\"/first-sale/creative-brief-for-video-shoot\" target=\"_blank\"\u003eDownload template\u003c/a\u003e\n\u003c/div\u003e\n\u003ch3 id=\"18\"\u003e8. Focus on post-click experiences\u003c/h3\u003e\n\u003cp\u003eA successful Facebook ad is a valuable asset for any business, but your post-click experience will have the final say on whether an ad click turns into a conversion.\u003c/p\u003e\n\u003cp\u003ePresent potential customers with a slow-loading website or a confusing \u003ca href=\"/my/blog/user-experience-design\"\u003euser experience\u003c/a\u003e and an eye-catching campaign won’t help you.\u003c/p\u003e\n\u003cp\u003eHere are some simple ways to improve the post-click experience of people visiting your website through a Facebook ad:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eDirect shoppers to personalized landing pages.\u003c/strong\u003e Make product discovery easily accessible by pointing your ad to a relevant page (not your homepage).\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eHave fast loading times. \u003c/strong\u003eA one-second improvement in \u003ca href=\"/my/blog/site-speed-importance\"\u003esite speed\u003c/a\u003e can increase conversions by 27%. Compress images, remove unneeded Javascript, and minimize third-party apps to speed things up.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eMake it mobile-friendly.\u003c/strong\u003e The \u003ca href=\"https://www.statista.com/statistics/1290370/us-facebook-usage-by-device/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003evast majority\u003c/a\u003e of Facebook users access the platform via mobile devices. Make sure your online store is responsive and adjusts to a smaller screen size.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eOffer one-click checkout. \u003c/strong\u003eLess friction at the checkout means less chance of customers leaving. Use \u003ca href=\"/my/blog/shop-pay-checkout\"\u003eShop Pay\u003c/a\u003e to increase conversions by 10% versus other accelerated checkouts.\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch2\u003eIs it worth paying for Facebook ads?\u003c/h2\u003e\n\u003cp\u003e\u003ca href=\"/my/blog/facebook-marketing\"\u003eFacebook marketing\u003c/a\u003e is a valuable tool for businesses of all sizes. You’ll find customers of various interests, income levels, and locations using the platform—many of whom discover new products through ads in their news feeds. This makes Facebook ads worth paying for.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eEffective Facebook advertising is all about trial and error. Test different campaigns and creatives, comparing them to past performance. Soon, you’ll start to see winning, cost-effective advertising strategies that resonate with your audience.\u003c/p\u003e\n\u003cdiv id=\":R0:\" data-component-name=\"blog-read-more\" class=\"marketing-block marketing-block--light marketing-block--padded text-body-sm text-left my-8 tablet:my-16 p-8 bg-marketingBg border-t-2 [\u0026amp;_h2]:text-t5 border-blog-highlight\"\u003e\u003ch2 class=\"!mt-0 mb-6 font-aktivgroteskextended\"\u003eRead more\u003c/h2\u003e\u003cul class=\"!mt-0 !mb-0\"\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/my/blog/dropshipping-suppliers\"\u003eThe 13 Best Dropshipping Suppliers in 2024\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/my/blog/product-sourcing-apps\"\u003eHow To Source Products To Sell Online\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/my/blog/117607173-the-definitive-guide-to-dropshipping-with-aliexpress\"\u003eAliExpress Dropshipping- How to Dropship From AliExpress\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/my/blog/dropshipping-success\"\u003e6 Tips for How To Be a Successful Dropshipper (Full Playbook)\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/my/blog/print-on-demand-shirts\"\u003ePrint on Demand Shirts- A Quickstart Guide\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/my/blog/ad-library-facebook\"\u003eHow to Use the Facebook Ad Library for Research\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/my/blog/shipping-policy\"\u003eHow to Create Your Shipping Policy (With a Template and Examples)\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/my/blog/facebook-ad-strategies\"\u003e5 Winning Facebook Ad Strategies to Try\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/my/blog/6763696-youtube-analytics-10-ways-to-track-video-performance\"\u003eYouTube Analytics- 10 Key Metrics to Track and Improve Video Performance\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/my/blog/most-popular-social-media-platforms\"\u003eTop 10 Most Popular Social Media Platforms\u003c/a\u003e\u003c/li\u003e\u003c/ul\u003e\u003c/div\u003e\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [\u0026amp;_h2]:!mt-0 [\u0026amp;_h2]:mb-6 [\u0026amp;_h2]:text-t5 [\u0026amp;_h3]:!mt-0 [\u0026amp;_h3]:mb-6 [\u0026amp;_h3]:text-t7 [\u0026amp;_h4]:!mt-0 [\u0026amp;_h4]:mb-6 [\u0026amp;_h4]:text-t8 [\u0026amp;_ul]:!mt-0 [\u0026amp;_ul]:mb-6 [\u0026amp;_ul:last-child]:mb-0 [\u0026amp;_ol]:!mt-0 [\u0026amp;_ol]:mb-6 [\u0026amp;_ol:last-child]:mb-0 [\u0026amp;_p]:!mt-0 [\u0026amp;_p]:mb-6 [\u0026amp;_p:last-child]:mb-0 border-blog-highlight text-body-sm my-8 tablet:my-16 p-8 bg-marketingBg !border-l-0 border-t-2 pl-8 [\u0026amp;_[itemscope]]:mb-6 [\u0026amp;_[itemscope]:last-child]:mb-0\" id=\"faq-section\"\u003e\n\u003cdiv itemscope=\"\" itemtype=\"https://schema.org/FAQPage\"\u003e\n\u003ch2 id=\"4\"\u003eFacebook ad costs FAQ\u003c/h2\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhy are Facebook ads so expensive?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eFacebook ads that target popular or valuable audiences can be expensive because many businesses are bidding for the same ad space. The more competitive the ad auction, the higher the cost of the winning bid.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhat is a good cost per click?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eThe cost per click of Facebook ads continually changes based on factors such as the ad’s objective and the desirability of the target audience. A good cost per click allows a marketer to win the Facebook ad auction and serve the ad to Facebook users while remaining less than the expected value of the click.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eHow much should you spend per day on Facebook ads?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eThe minimum advertising budget for a Facebook ad is $1 per day for campaigns billed by impressions. For more aggressive campaigns, such as those designed to drive traffic or sales, a minimum budget of $5 per day is recommended.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eHow does Facebook’s ad auction system work?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eFacebook’s ad auction system is a bidding war where businesses compete for ad space. But it’s not just about who bids the highest. Facebook also considers the relevance and quality of the ad. The system aims to show ads that are most valuable to users, balancing both the ad bid and the ad’s quality.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eHow can you improve the performance of your Facebook ads?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eImproving ad performance often comes down to refining your targeting, enhancing your ad creative, and optimizing your bidding strategy. Use \u003ca href=\"https://www.facebook.com/business/insights/tools/audience-insights\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eFacebook’s audience insights\u003c/a\u003e to understand your audience better and tailor your ads to their interests and behaviors.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eAre paid Facebook ads worth it?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eFacebook ads remain a good investment for online brands thanks to the social media platform’s unparalleled reach. However, a diversified marketing campaign that makes use of multiple channels, including other social media platforms, will likely yield the most worthwhile results.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e","latestArticles":[],"contentNavigationLinks":[{"href":"#1","text":"How much do Facebook ads cost?"},{"href":"#2","text":"8 factors affecting Facebook advertising costs"},{"href":"#3","text":"How to reduce Facebook ad costs"},{"href":"#4","text":"Facebook ads costs FAQ"}],"blogHandle":"blog","settings":{"topSectionImages":[{"src":"https://cdn.shopify.com/b/shopify-brochure2-assets/b57973373cb5af3ba8e59f0b966065e7.webp?originalWidth=500\u0026originalHeight=641"},{"src":"https://cdn.shopify.com/b/shopify-brochure2-assets/05383e2e9b6568812f1ccc7bbc28ac3d.webp?originalWidth=500\u0026originalHeight=641"},{"src":"https://cdn.shopify.com/b/shopify-brochure2-assets/2baeeeb3c9bab2dfbfac6428fad929e1.webp?originalWidth=500\u0026originalHeight=641"}],"images":{"guides-modal-default":"https://cdn.shopify.com/shopifycloud/brochure/assets/content-marketing/blog/guides/default-popup-small-507879111d55acdd759b202ab869ea0b8bd0f4af9f9aaa7c540efe59b8e046db.jpg","guides-modal-photography":"https://cdn.shopify.com/b/shopify-brochure2-assets/1bd4b072dc187a774c9af650d0f16d0b.jpg","guides-modal-seo":"https://cdn.shopify.com/b/shopify-brochure2-assets/63781344c2932de6e553a54b02291692.jpg","subscription":{"image":{"en":"https://cdn.shopify.com/b/shopify-brochure2-assets/c46f986d892538f4b0a15f25692330f7.png?originalWidth=1420\u0026originalHeight=1040"}},"rightColSideBannerImg":"https://cdn.shopify.com/b/shopify-brochure2-assets/c8790c0f3c1fa91ccc845e45ce067bbe.png","rightColSideBannerGetInTouchImg":"https://cdn.shopify.com/b/shopify-brochure2-assets/e2a124c9e2e7ae76119a66cfc515535b.png","articleNavigation":{"banner":{"en":"https://cdn.shopify.com/b/shopify-brochure2-assets/e570727d45209fec56c410f802faa0fe.png"}}},"subscription":{"settings":{"subscriptionId":"DE84EF61-2A02-4778-8807-F01B108DE974"}},"citation":{"high-ticket-affiliate-programs":[{"text":"Zip Recruiter - 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[Package Free Shop]","url":"https://packagefreeshop.com/"},{"text":"McKinsey \u0026 Company - [Five-star growth: Using online ratings to design better product]","url":"https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/five-star-growth-using-online-ratings-to-design-better-products"},{"text":"The Every Day Farmhouse - [Homesteading Gift Ideas]","url":"https://theeverydayfarmhouse.com/homesteading-gift-ideas/"},{"text":"insider Intelligence -[Over 60% of US online shoppers start their product search on Amazon]","url":"https://www.insiderintelligence.com/content/online-shoppers-search-on-amazon"}],"pinterest-affiliate-marketing":[{"text":"Pinterest- [Your audience is here]","url":"https://business.pinterest.com/audience/"},{"text":"Pinterest - [Community guidelines]","url":"https://policy.pinterest.com/en/community-guidelines"},{"text":"FTC - [Online advertising disclosure guidelines]","url":"https://www.ftc.gov/sites/default/files/attachments/press-releases/ftc-staff-revises-online-advertising-disclosure-guidelines/130312dotcomdisclosures.pdf"},{"text":"TheWaystoWealth - 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This free guide includes 3 checklists that help frame what you're looking to accomplish through your Pop-Up Shop, different types of Pop-Up Shops, and design ideas to help get you started.","cta":"Get your free guide","modal_headline":"Get your Pop-Up Shop Quickstart Guide delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"pp_template":{"heading":"Free PowerPoint Template","content":"Capture attention with business presentations that pop! Our customizable template makes it easy to showcase your ideas clearly.","cta":"Download template","modal_headline":"Get the template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"press_kit":{"heading":"Free Press Kit Template","content":"Get your business the spotlight it deserves. Our all-in-one template makes it a breeze for journalists and media to share your story.","cta":"Download template","modal_headline":"Get the template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"pressrelease":{"heading":"Free: Press Release Template","content":"To help you get started, we put together this template to help you structure your story using a common press release format. 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This template helps you outline and improve workflows for more productivity.","cta":"Get the template now","modal_headline":"Get the template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"productivity":{"heading":"Free Reading List: Ecommerce Motivation","content":"Having trouble focusing on growing your small business? Get access to our free, curated list of high-impact productivity articles.","cta":"Get the free reading list","modal_headline":"Get our Ecommerce Motivation reading list delivered right to your inbox."},"products":{"heading":"Free Guide: How to Find a Profitable Product to Sell Online","content":"Excited about starting a business, but not sure where to start? 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Our free, user-friendly template will help you make informed decisions with ease.","cta":"Get the template now","modal_headline":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"purchase_order":{"heading":"Create a purchase order","content":"Use this free template to create clear, detailed purchase orders for your business. Keep all your information organized and easy to understand.","cta":"Download template","modal_headline":"Get the template delivered right to your inbox."},"retail_marketing":{"heading":"Free Download: From Clicks to Customers: How to Measure Your Retail Store's Marketing Success","content":"Every marketing campaign is an investment of your time, energy, and money. Do you ever wonder if your efforts were worth it? 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