There are a lot of factors that can affect the cost of your Facebook ads, and bidding is just one of them

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These factors may include:

Timing: The month of the year, the day of the week, and even the specific time of day can affect advertising costs. There are peak times and when competition is higher, costs go up.
Your bidding strategy: Whether you select the lowest cost or choose a specific bid limit, you can ultimately determine how your ad is served and how much it costs.
The placement you choose: Different ad placements will have different costs – the more competition a given placement has, the higher the cost.
Relevance Metrics: Facebook has three (3) separate metrics to determine the quality of your ad: Engagement Score, Quality Score, and Conversion Score. Having a low score in any of these areas will increase your costs.
The audience you target: If other advertisers try to reach the same audience members, costs increase because newsfeed space is not unlimited.
Facebook Ads Cost: 2021 and 2022 Benchmarks
Now that you have a clear idea of ​​how the bidding system works and what chief vp sales marketing officers email list factors currently most affect the cost of your Facebook ads, I invite you to take a look at the data.

This data was pulled from all AdEspresso users in 2020 and 2021 and covers over $636 million in ad spend. We converted all currencies to USD.

While all statistics in this post come from real campaigns, you should use these numbers as a reference or guide only.

Now, on to the good stuff!

Cost per click results
This data reflects Facebook's average cost per click for 2020 and 2021.

This information is limited to campaigns with website clicks or website conversions as the goal unless otherwise noted. The currency is USD .

Cost per click per month – 2020
If you look at the 2020 CPC chart, cost per click peaked in February 2020. This goes against a typical year, where costs are lowest in the first few months of the year and then increase throughout the rest of the year.

This was due to decreased ad spend due to COVID-19, as well as limited supply chain for e-commerce advertisers.

cost per click 2020 facebook ads

The onset of the COVID-19 pandemic caused panic among business owners and many of them, unsure of the future, significantly reduced their advertising budget. For this reason, the cost of advertising was lower than usual between March and December 2020.

Even in the fourth quarter, there was no increase in CPC, perhaps because companies remained cautious with budgets, preferring to conserve cash and bide their time rather than take advantage of lower traffic costs.

So how exactly did the first few months of 2020 compare to the previous year?