Facebook Ads Cost: Our 2015 + 2016 Data (Q1 and Q2)
Now that we’ve got a clear idea of how the bidding system works and what factors currently are most heavily affecting the cost of our Facebook Ads, let’s take a look at the data.
This data was pulled from all AdEspresso users from the end of 2015, the first + second quarter of 2016! Over 100 million dollars in ad spend has been imported and analyzed by us. All currencies have been converted to USD in this data.
While all the data and numbers in this post are coming off real campaigns, you should be using these numbers only as a reference or a guideline.
There are so many factors influencing Facebook Ads cost that there’s no way to know exactly what the cost will be for you until you run a few campaigns. Still, this data can provide a powerful point of reference and more concretely give a rough answer to the question “How much do Facebook Ads cost?” that doesn’t involve a shrug of the shoulders.
When breaking down the numbers in our research, we looked at how different factors like the age and country users were from affected how much they were spending and what the results of the campaigns were.
Here’s what we found…
CPC Costs & Results
This data reflects the average cost per click, amount spent, and numbers of linked clicks based on different variables for all of 2015 and Q1 of 2016. This information is limited to campaigns with website clicks or website conversions as the objectives. The currency is in dollars.
2016 Q2 averages:
In just the USA, the cost per click (CPC) of Facebook ads in Q2 of 2016 was 27.35 cents (almost identical to the Q1 2016 cost of 27.4 cents). The cost per 1000 impressions (CPM) based on Q2 2016 data in the USA was $5.95 – a slight increase from the CPM of $5.45 in Q1 of 2016.
CPC by Age Range:
CPC by Gender:
Both genders showed a proportional decrease from Q1 to Q2, and females still, on average, have a cost per click that’s 25% more than males!
CPC by Placement:
Increases in Desktop, Right Column, and a 50% drop in Audience network! And WHOA- Instagram with over a 100% increase as a cost per placement!
CPC Monthly Breakdown:
CPC by month was relatively stable in 2016, with a dip after May. June had an average cost at about a third of what it was a year ago! We’re really interested to see how this will pan it over the rest of summer (Q3!).
CPC by Day of Week:
As of 2016 Q2, Monday has taken the crown as the “cheapest” day based on cost-per-click!
CPC by Hour of Day:
**Changes all ads to only run between 1:00 am – 2:00 am EST**…Just kidding.
CPC by Campaign Objective:
Cost Per Like for Page Like Campaigns
Running a campaign for page likes can be valuable; it enables you to get more followers quickly, who will then get plenty of your information in their News Feeds without you having to pay for it. This data shows the findings of all campaigns created with the objective to gain more page likes in the second quarter. We have limited countries as we set the minimum spend to 50K or more, but I kept the 2015 averages for those in countries not listed in our Q2 2016 update.
Cost Per Like by Country:
2015 (our cut off is 50K of ad spend per country, so 2015 + Q1 2016 allowed us to have a broader view):
Cost per Like by Age Range:
Cost per Like by Gender:
The cost to get a female to “Like” your page has dramatically dropped in Q2 (as has males, although less dramatically).
Cost per like campaigns seem to be taking a summer time dip, we’ll see where they turn to in Q3 2016.
Cost Per Like – Day of the Week :
Sunday and Monday are still on even ground.
Cost Per Like – Hourly:
Cost per App Install
Driving mobile app installs is a great reason to use Facebook Ads. This data is limited to campaigns that used the objectives “mobile app installs” and “canvas app installs” from 2015.
Cost Per App Install by Country:
For a broader view, the 2015 averages :
Cost Per App Install by Age:
Cost per App Install by Gender:
Females had a huge drop here, averaging out to just slightly more expensive than males. This is a big change from the Facebook Ad app installs of Q1 2016!
Cost Per App Install by Placement:
Cost Per App Install by Month:
Cost Per App Install by Day of Week:
Cost Per App Install by Time of Day:
Cost Per App Install by Device: