8 Τρόποι για να μειώσετε το Facebook διαφημίσεις CPC

18 min read

Η διατήρηση του κόστους διαφήμισης χαμηλά με παράλληλη μεγιστοποίηση των αποδόσεων είναι μια συνεχής πρόκληση για τις επιχειρήσεις, ειδικά σε μια πλατφόρμα τόσο ανταγωνιστική όσο το Facebook. με πάνω 2.9 δισεκατομμύριο ενεργούς χρήστες κάθε μήνα, βελτιστοποίηση των καμπανιών σας για χαμηλότερο κόστος ανά κλικ (CPC) είναι απαραίτητο να επεκτείνετε περαιτέρω τον διαφημιστικό σας προϋπολογισμό.

Η επίτευξη χαμηλού CPC στις διαφημίσεις Facebook αξίζει τον κόπο, καθώς υπάρχει ένα μέση απόδοση διαφημιστικής δαπάνης (ROAS) του 4:1. Αυτό το άρθρο διερευνά αποτελεσματικές στρατηγικές για την επίτευξη αυτού του στόχου.

Αναλύστε την τρέχουσα απόδοση των διαφημίσεών σας στο Facebook

Πριν εξερευνήσετε τις τακτικές βελτιστοποίησης, you must first understand how your current campaigns are performing. Facebook’s Ads Manager provides a wealth of data for analyzing metrics like cost-per-click (CPC), αναλογία κλικ προς αριθμό εμφανίσεων (CTR), and relevance score.

What’s CPC?

This metric measures the amount you pay when someone clicks on your Facebook ad. It’s a critical metric for assessing the cost-effectiveness of your advertising campaigns. Lowering your CPC can help you get more clicks for your budget, increasing the potential for conversions and ROI.

Facebook advertising CPC worldwide by industry (Πηγή: Statista)

What’s CTR?

CTR represents the percentage of people who click on your ad after seeing it. It is calculated by dividing the number of clicks by the number of impressions (times the ad is shown) and then multiplying by 100 to get a percentage.

A higher CTR indicates that your ad is relevant and compelling to your audience, which can improve your ad’s overall performance and lower your CPC.

What’s the Relevance Score?

This metric ranges from 1 προς το 10 και υποδεικνύει πόσο καλά η διαφήμισή σας έχει απήχηση στο κοινό-στόχο σας. Βασίζεται στα θετικά και αρνητικά σχόλια που αναμένονται από το κοινό που βλέπει τη διαφήμισή σας.

Μια υψηλότερη βαθμολογία συνάφειας σημαίνει ότι η διαφήμισή σας είναι πιο κατάλληλη για το κοινό σας, που μπορεί να οδηγήσει σε υψηλότερα ποσοστά αφοσίωσης, χαμηλότερο CPC, και καλύτερη συνολική απόδοση της διαφήμισης.

Η κατανόηση και η βελτιστοποίηση αυτών των μετρήσεων είναι ζωτικής σημασίας για την εκτέλεση επιτυχημένων διαφημιστικών καμπανιών στο Facebook και την επίτευξη υψηλότερης απόδοσης διαφημιστικής δαπάνης (ROAS).

Τούτου λεχθέντος, identifying the ad sets and creatives with higher CPCs and lower engagement rates will help you pinpoint areas that need improvement.

To access your performance data:

Go to your Facebook Page.
Click “Ad Center” in the left-hand menu.
Find the ad you want to review and click “View results.”
Choose the relevant metrics to track.

Once you have the data, look closely at the CPC for each ad set and ad creative and determine which ones you want to focus on.

Ψάξτε για το κοινό Επικάλυψη

A huge problem with running Facebook ad campaigns is overlapping audience issues when you promote different ad sets to the same audience.

Όσο μεγαλύτερη είναι η επικάλυψη, the worse your campaigns will perform and the higher CPC you will get competing with yourself. πιο ανησυχητικό, the higher your Facebook Ad CPC, the more you will get competing with yourself.

Μην σπαταλάτε τα χρήματά σας που αγωνίζονται για την προσοχή του το ίδιο κοινό: use the Facebook Audience Overlap tool to check if audiences overlap significantly—and, if they do, αμοιβαία εξαίρεσης των εν λόγω κοινό να αποφύγει την προσφορά ενάντια στον εαυτό σας.

Ελέγξτε για επικάλυψη κοινό με αυτά τα βήματα:

From the Ads Manager, go to “Audiences.”
Check the boxes next to the audiences you want to compare.
Κάντε κλικ στις «Ενέργειες» και επιλέξτε «Εμφάνιση επικάλυψης κοινού».

Μπορείτε να επιλέξετε έως και πέντε είδη κοινού για να συγκρίνετε και να δείτε το ποσοστό επικαλυπτόμενων χρηστών μεταξύ αυτών των ειδών κοινού.

Σε αυτό το παράδειγμα, υπάρχει ένα 62% επικάλυψη κοινού

Τμηματοποιήστε το κοινό σας αποτελεσματικά

Ένας από τους πιο αποτελεσματικούς τρόπους για να μειώσετε το CPC των διαφημίσεων Facebook είναι με ακρίβεια στόχευση των σωστών τμημάτων κοινού.

Η θεωρία εδώ είναι απλή: εάν στοχεύετε σε ένα ευρύ κοινό, μπορεί να κάνουν κλικ στη διαφήμισή σας, κοστίζει δαπάνες διαφήμισης, αλλά είναι απίθανο να μετατραπούν, οδηγώντας σε υψηλότερα CPC.

By narrowing down your audience (or the people who actually see your ad), you not only reduce the number of clicks but also target people who are more likely to be interested in your offering.

Για να γινει αυτο, Facebook offers powerful audience targeting options, όπως:

Demographic targeting: Narrow down your audience based on factors like age, γένος, τοποθεσία, και τη γλώσσα. Incorporate geotargeting to further refine your reach based on specific geographic locations if you run an offline business.
Interest-based targeting: Reach users based on their interests, συμπεριφορές, and online activities. Για παράδειγμα, target users interested in health and wellness if you’re selling fitness products.
Προσαρμοσμένο κοινό: Create custom audiences based on your existing customer data, επισκέπτες της ιστοσελίδας, or social media channel engagement.
Lookalike audiences: Facebook generates new audiences that share characteristics similar to your existing customer base or website visitors (more on that later.)

By leveraging these targeting options, you’ll increase the relevance of your ads and reduce the likelihood of showing them to users who are unlikely to engage, ultimately lowering your CPC.

Optimize Ad Content for Higher Engagement

Engaging ad content is necessary to capture your audience’s attention and drive clicks. Facebook’s algorithm favors ads that perform well, so higher engagement rates will lead to lower CPCs and improved CTR.

Here are some tips for creating compelling ad content:

Use eye-catching visuals: Use high-quality images or video clips (AI tools can generate them in minutes) that are visually appealing and relevant to your product or service.
Write compelling copy: Craft ad copy that speaks directly to your target audience’s needs, desires, and pain points, using persuasive language and a clear call to action. Για παράδειγμα, αντί να λέει, “Buy our new coffee maker,” θα μπορούσε να πει, “Brew barista-quality coffee at home with our state-of-the-art coffee maker — on sale now!”
Test different formats: Experiment with various ad formats, such as carousel ads, video ads, or collection ads, to find what resonates best with your audience.
Leverage social proof: Incorporate social proof elements such as testimonials, κριτικές, or endorsements from satisfied customers. Social proof builds trust and credibility with potential customers by showing that others have had positive experiences with your product or service. Για παράδειγμα, include a quote from a customer review like, “This product changed my life!” along with their name and photo, αν είναι δυνατόν.

Remember to continuously test and refine your ad content to identify the most effective combinations of visuals, αντίγραφο, and formats for your specific audience and objectives.

This ad nails the art of persuasive copy

Master Bidding Strategies to Reduce Costs

Facebook offers several bidding options that help optimize your ad spend and lower your CPC. Understanding these strategies and choosing the right one for your campaign objectives is fundamental to a high-performing, low-cost Facebook ads campaign.

Lowest cost bidding: Designed to deliver your ads at the lowest possible cost per optimization event (π.χ., κλικ, εντυπώσεις, or conversions). Ideal for campaigns focused on driving traffic or increasing αναγνωρισιμότητα του σήματος.
Target cost bidding: Set a target cost per optimization event, and Facebook’s algorithm will adjust your bids to try to achieve that target. It works well for campaigns with specific cost goals.
Highest value bidding: It delivers your ads to the users most likely to take your desired action, such as making a purchase or signing up for a service. It is suitable for campaigns focused on driving conversions.
Manual bidding: Set manual bid amounts for each ad set, allowing for more control over your bids. It requires close monitoring and adjustment based on performance data.

Experiment with different bidding strategies and monitor their impact on your CPC and overall campaign performance to find the best fit for your goals and budget.

Use Automated Bidding Tools

Facebook’s automated bidding tools leverage machine learning algorithms to analyze your campaign data and adjust bids in real time based on performance. These tools streamline your bidding process and optimize your campaigns for lower CPCs by:

Improving efficiency by automatically adjusting bids based on your campaign objectives and performance data.
Enabling real-time optimization by responding quickly to changes in the auction landscape, ensuring your bids remain competitive and cost-effective.
Leveraging machine learning algorithms to identify and capitalize on opportunities for better results and lower CPCs.

To set up automated bidding, navigate to the campaign or ad set level in the Facebook Ads Manager, select the appropriate bid strategy (π.χ., lowest cost, target cost, or highest value), set your desired bid amount or target cost per optimization event, and enable automated bid adjustments.

Remember to monitor your campaigns closely and adjust your settings to ensure the automated bidding tools deliver the desired results.

Εξερευνώ Meta’s Bid Strategy Guide for insights on selecting the ideal bidding approach.

Balancing cost and control when setting up Facebook ads (Πηγή: Meta)

Leverage A/B Testing to Fine-Tune Ad Campaigns

A/B testing, also known as split testing, is a powerful technique for optimizing your Facebook Ads and lowering your CPC. By testing different variations of your ad elements, such as visuals, αντίγραφο, targeting, or bid strategies, you can identify the most effective combinations for your audience and objectives.

To set up effective A/B tests, Ακολουθήστε αυτά τα βήματα:

Define your test hypothesis: Clearly define what you want to test and the expected outcome, π.χ., “Using a different ad copy will increase the click-through rate and lower the CPC.”
Create variations: Create two or more variations of the element you want to test. Για παράδειγμα, if you’re testing ad copy, create two different versions of the text.
Set up the test: In the Facebook Ads Manager, create separate ad sets for each variation, ensuring all other elements (π.χ., targeting, προϋπολογισμός, and schedule) are identical across the ad sets.
Run the test: Let the test run for a period that allows you to collect enough data to make a reliable decision. This means you need to gather a large enough sample size to ensure the results are not due to chance. Τυπικά, this involves running the test for at least a week, but the exact duration can vary depending on your traffic and the specific metrics you are measuring.
Analyze the results: Once the test has run its course, analyze the performance data for each variation, paying close attention to the CPC and other relevant metrics.
Implement findings: Based on the test results, implement the winning variation(μικρό) and continue testing to find further optimization opportunities.

A/B testing should be an ongoing process, as ad performance will change over time due to factors like audience fatigue, market shifts, or algorithm updates. Continuously test and refine your ad elements to ensure you deliver the most effective campaigns at the lowest possible CPC.

Go for Advanced Targeting Techniques

While basic demographic targeting can be effective, leveraging Facebook’s advanced targeting options will help you reach even more relevant audiences, potentially lowering your CPC.

Apart from the demographic targeting mentioned earlier, additional targeting options include the following:

Behavior-based targeting: Reach users based on their past purchase behavior, device usage, or travel preferences, making your ads more relevant and valuable to them.
Connection-based targeting: Target users based on their connections to your Facebook page, app, ή συμβάν, ensuring your ads reach those already familiar with your brand.
Life event targeting: Reach users during specific life events, such as moving, getting married, or starting a new job, when they may be more receptive to certain products or services.

While mastering the finer points of advanced targeting will be a learning curve, leveraging these options to their full potential will certainly help you achieve highly targeted and cost-effective campaigns.

This ad could be targeted towards individuals who have indicated ‘travel’ as a life event on Facebook

Explore Lookalike Audiences and Retargeting

In addition to advanced targeting options, Facebook offers powerful tools for reaching similar audiences and retargeting users who have already shown interest in your brand.

Lookalike Audiences

Facebook’s Lookalike Audiences feature allows you to target users who share similar characteristics with your existing customer base or website visitors. By leveraging data from your custom audiences, Facebook identifies and reaches new users likely to be interested in your products or services.

Για να δημιουργήσετε ένα ακροατήριο παρόμοιων:

μεταβείτε στο “Το κοινό” section in the Facebook Ads Manager
Επιλέγω “Create Audience” and choose “Όμοιο κοινό”
Επιλέξτε το κοινό πηγής (π.χ., πελατολόγιο, επισκέπτες της ιστοσελίδας) θέλετε να δημιουργήσετε ένα όμοιο από
Προσαρμόστε το μέγεθος του κοινού και τις ρυθμίσεις τοποθεσίας με βάση τις προτιμήσεις σας.
Select “Create Audience.”

Δημιουργία παρόμοιου κοινού για διαφημίσεις Facebook

επαναστόχευση

επαναστόχευση, γνωστό και ως επαναληπτικό μάρκετινγκ, σας επιτρέπει να στοχεύσετε χρήστες που έχουν αλληλεπιδράσει στο παρελθόν με την επωνυμία σας, όπως η επίσκεψη στον ιστότοπό σας ή η ενασχόληση με το περιεχόμενο των μέσων κοινωνικής δικτύωσης. Αυτοί οι χρήστες είναι ήδη εξοικειωμένοι με τις προσφορές σας και είναι πιο πιθανό να κάνετε μετατροπή, making retargeting a cost-effective strategy for lowering your CPC.

To set up a retargeting campaign on Facebook:

Install the Facebook Pixel on your website to track user behavior and interactions.
Develop ad creatives and messaging tailored to the specific stage of the customer journey your retargeting audience is in.
In the Facebook Ads Manager, create a custom audience based on specific website events (π.χ., viewing a product page, adding to cart, or initiating checkout).
Create a new campaign or ad set targeting this custom audience.

By targeting users who have already shown interest in your brand, you will increase the relevance of your ads and improve your chances of conversion, ultimately leading to a lower CPC.

Για παράδειγμα, for creators that use live streaming, you can create custom audiences based on viewers who have watched your live sessions and then retarget these users with ads promoting your upcoming classes or special offers.

Αν πουλάτε απευθείας σύνδεση με Ecwid, you can install the Facebook pixel on your Ecwid store for free. Just follow the οδηγίες στο Κέντρο βοήθειας.

This ad is aimed at individuals who have previously shown interest in these specific products

Τύλιξε

Optimizing your Facebook Ads CPC is an ongoing process that requires strategic planning, data analysis, and continuous experimentation. Implementing the strategies outlined in this article can significantly reduce your advertising costs and improve your overall campaign performance.

Remember to consistently monitor your campaigns, test new approaches, and stay up-to-date with the latest Facebook advertising best practices and updates. With dedication and a data-driven approach, a lower CPC is attainable, which will, με τη σειρά του, maximize your return on investment from Facebook advertising.

If you want to further improve your Facebook ads, σκεφτείτε migrating your online store to Ecwid (or creating a new one). Ecwid users can easily connect their product catalogs to Facebook and start advertising their products on Facebook.

Θα είστε σε θέση να:

Create ads featuring your products in different styles automatically
Reach your ideal customers by using detailed targeting options, επαναστόχευση, and lookalike audiences
Install the Facebook pixel on your Ecwid store to boost your ad performance.

So don’t wait any longer – εγγραφείτε Ecwid and start leveraging Facebook ads for your business.

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Ιούνιος 19, 2024

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Irina Maltseva is a Growth Lead at Aura, a Founder at ONSAAS, και ένα SEO Advisor. For the last eight years, she has been helping SaaS companies to grow their revenue with inbound marketing.