When it comes to Facebook advertising, you’re billed based on a variety of metrics. Some of the most common include cost per click (CPC), cost per mile (CPM) and cost per lead (CPL).

Pricing Facebook ads use an auction-style system to determine ad pricing. It pairs your ad with people most likely to be interested in it and evaluates several factors to find the best match, including an advertiser bid, estimated action rates and ad quality.

The ad auction takes place every time there’s an opportunity to show an ad. The ad with the most value wins. The total value is determined by balancing the advertiser’s bid, estimated action rates and ad relevance score. The more relevant your ad is, the higher its estimated action rate. This helps to keep costs low and provide a better experience for your customers.

Decoding the Pricing of Facebook Ads: Factors Influencing Costs

Choosing the right ad objective is another important factor in determining Facebook ad prices. A campaign with a link-click goal will typically cost more than one with an awareness objective. That’s because Facebook has to find users who are more likely to click your ads.

The timing of your ads is also an important factor in determining Facebook ad costs. Peak hours, like during the weekends, tend to have higher ad prices because more advertisers are competing for the same space. However, if your audience is less active on the platform at those times, you can lower your costs by running ads during off-peak hours, such as from midnight to 6am.