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Does your FB CPC go down the longer you run?

by xDennis
3 replies
I've been running a PPC campaign via FB since Saturday.

I have about a daily budget of $75 across all the ads

My CPC's have gone down over the days, now they're in the low $0.2's or high Teens per click which I think it pretty solid. My CTRs are 3+%

I was going to pause the campaign for a little bit but I'm actually almost scared to, I'm getting pretty good results. So my question is.. if I pause the campaign then restart it in a few days, will my CPC's be the same or will they go back up?

Thanks!
#cpc #longer #run
  • Profile picture of the author jgant
    Not necessarily. Facebook ads are fickle. Even increasing a campaign's budget can change cpc. Besides cpc usually changes a bit day by day.

    That said, over the long run across many hundreds of campaigns I've run, cpc is fairly stable so I don't sweat anomalies.

    If you're profiting now, keep them, but set up a few more every few days ... Wait and then keep the best performing ads.

    I usually spend about 1/2 a day each week analyzing all campaigns and setting up twenty to thirty new ones... Always pausing the worst performing ones, keeping the decent ones and increasing the the budget of the great campaigns.
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    • Profile picture of the author banwork
      Like jgant said, the ads are fickle. Ad campaigns I made over a year ago that I started running again ran at a much higher CPC mainly because Facebook ad prices went up. If you pause your ads, you are usually guaranteed to get at least the day you turn them on again where they don't run as good.
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  • Profile picture of the author xDennis
    That makes sense. I can totally see how paying someone who I trust to build ads and analyze them regularly is a value ad, even if they're only .5 FTE.

    I've spent a significant amount of time analyzing the ads and trying to build/find new ones pausing ads which are outliers on the high side in terms of CPC maintaining about 5 or so active ones which I'm pretty comfortable with, but of course scaling is the name of the game and it's hard to scale here without taking focus away from other important activities such as logistics associated with operations or analyzing the financial performance of products, etc.

    That being said, not to switch topics but I've used a UID scraper to build a custom audience.. my CPC's using a custom audience is almost always greater than using facebooks own internal tools...Not to mention scrapers take a ton of time to use and gather enough people!
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