Cost per click by campaign objective – 2021
Posted: Thu Jan 23, 2025 5:48 am
The chart below compares the average cost of clicks on Facebook ads with different objectives throughout 2021. The data illustrates how good Facebook’s algorithm is at achieving the objective you’ve set for it.
If your primary goal is to generate clicks to your website, set your goal as such – this leads to the cheapest CPC. For all other campaign types, CPC increases as clicks become a secondary goal of Facebook’s optimization algorithm.
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Clicks on lead generation ads are much cheaper than clicks on conversion campaigns.
If you're looking to generate leads, using a Facebook lead generation form might be cio & cto email list more effective than using the conversion objective and capturing leads on your website.
The conversion objective can be a good option even outside of lead generation campaigns, as you get clicks at a reasonable cost and it generates high-intent traffic. This, in turn, can translate into good conversion rates further down the funnel, for example on your website.
But conversion campaigns are still a useful tool for performance marketers. They are better at driving website traffic than reach or impression ads, which should only be used for top-of-funnel awareness campaigns.
Cost per like results
Running a campaign to get page likes can be valuable in certain situations – you can gain followers quickly – however, it can also be a huge waste of resources if done inefficiently.
This data shows the results of all campaigns created with the Page Likes objective in 2019 and Q1-3 of 2020.
Cost per Like per month – 2020
Advertisers running Page Likes campaigns during March, April, and May 2020 saw unprecedented drops in CPL.
In contrast, during October and November, the cost per like was very high. This was probably partly due to other advertisers increasing their page audiences ahead of Black Friday and Cyber Monday.
If your primary goal is to generate clicks to your website, set your goal as such – this leads to the cheapest CPC. For all other campaign types, CPC increases as clicks become a secondary goal of Facebook’s optimization algorithm.
image6
Clicks on lead generation ads are much cheaper than clicks on conversion campaigns.
If you're looking to generate leads, using a Facebook lead generation form might be cio & cto email list more effective than using the conversion objective and capturing leads on your website.
The conversion objective can be a good option even outside of lead generation campaigns, as you get clicks at a reasonable cost and it generates high-intent traffic. This, in turn, can translate into good conversion rates further down the funnel, for example on your website.
But conversion campaigns are still a useful tool for performance marketers. They are better at driving website traffic than reach or impression ads, which should only be used for top-of-funnel awareness campaigns.
Cost per like results
Running a campaign to get page likes can be valuable in certain situations – you can gain followers quickly – however, it can also be a huge waste of resources if done inefficiently.
This data shows the results of all campaigns created with the Page Likes objective in 2019 and Q1-3 of 2020.
Cost per Like per month – 2020
Advertisers running Page Likes campaigns during March, April, and May 2020 saw unprecedented drops in CPL.
In contrast, during October and November, the cost per like was very high. This was probably partly due to other advertisers increasing their page audiences ahead of Black Friday and Cyber Monday.