Facebook ads - Price per like has suddenly increased

If you bid for $0.02 on a CPC I dont think your ads would even get shown. You ads are still performing well it seems, honestly you might want to just let them ride. Still it wouldnt be a bad idea to create some alt ads so you can do some A-B testing.

From my experience, facebook slowly gives all your creatives an even amount of impressions until one gets clicked. The first one that gets clicked usually starts receiving impressions at a faster rate than the rest. Sometimes they only serve that first one and leave the rest.

So if your cost per like has been increasing, your target audience has probably gotten tired of seeing the image in that 1 creative that has gotten a boost in impressions. That would decrease your CTR and increase the CPC.

I would probably try pausing the ad so the rest would start getting impressions and see how they do.

Hop that makes sense...

Just to piggyback on what Krishna is saying, not only are the people probably tired of seeing the ad and clicking on it less, but Facebook is probably starting to show less impressions to more people. To verify this, check your frequency. Frequency is the average number of times each person saw your ad. Did your frequency go down two days ago? If it did, then that may be why they're telling you to increase your budget.

I think you should change the audience only! Target another people may help to reduce CPC and get new customer

Ok, this is what a Specialist Face Book Account Manager told me....
"As soon as you realise the price is going up for likes, change your image because this image has been seen by many for now, put new image as it will look a new Ad for most of the viewers, if changing image doesnt help a lot, change the wordings of ad as well"

So in your case, I would suggest change image and if possible the wordings too...

I noticed exactly the same thing. My ad was doing really well, but after a few days the results start to get much worse, even tho the CTR is still very high, the same ad just doesn't attract the same amount of likes.

What would you say is a "high" frequency number? My ads are currently at 2,5, is that too high?

Well something similar just happened to me too, maybe worse. I started a Like campaign which was approved on My 27. My daily budget was 10 euros, and it got me 1270 likes on 27, 1666 likes on May 28, 1262 likes on May 29.

I thought cool, let's increase the daily budget to 30 euros. The whole budget got burnt within an hour, and it got me only 138 likes.

It's already May 31st 2am here, and for yesterday, I had to wait near 11pm to get my ad approved. So in just about an hour the whole daily budget was spent while previous days it really took the whole day to have only 10 euros spent.

The 3 previous day the cost per like was 0.01 euros, it jumped to 0.22 euros. Average optimized CPM was 0.13 and jumped to 1.66!

The image is almost the same, only a different border color (previous was purple, now red). I don't think the border color would have lower CTR that much, I even thought red would increase it. Ad copy is exactly the same.

CTR was 1.8% to 1.9% and for May 30 it turned to 0.856%.

I really think Facebook did something wrong. 10 times less likes for 3 times more money spent in just an hour?

If you have already experienced this, I'd like your suggestions. I understand users getting used to the image but it's a big decrease for almost no change on my part. I don't think that's the issue here.

I switched back to 10 euros, but 6 were already spent. Will see how the remaining 4 euros of my daily budget get "distributed".

Tom