Facebook Ads: Good CTR, but very high Cost per Page Like

We run Facebook ads with the default goal of increasing "Likes". I think it performs pretty well, with a 0.623% CTR. But the average Cost Per Like seems very high to me. $0.34?



Based on these stats, can you recommend a better ad setup, where we can bring our Cost Per Like way down?

We want genuine fans, not garbage Likes - that way our posts get active & relevant engagement. Currently we are targeting women 20 - 45 in the USA or UK who speak English.

Thanks!

 

I do the Facebook Ads every six months and not just for forums. I do marketing on Facebook for business but if I am not mistaken from the last time I did it. I am pretty sure you can adjust how much it will cost per day so that your cost per page like is lower than what I am seeing for your stats. Go to the settings and double check. You should be able to adjust how much you want to spend for that type.

 

I've had advice from someone on a Forum saying that when Starting a Facebook Ad campaign you should set the CPC high to start with to get a nice CTR rate, then gradually lower it and lower it until you get it down to about $0.15, then you should still be getting the same amount of CTR rate but for at lot less money.
I think Facebook ranks your ads higher the better the CTR.

 

Two of the most important factors that decide your cost per like are one, your ad copy and two, your ad's image. Usually an ad title with a question mark in the end works well. Ask a question in the title e.g. "Do you like white Labradors?" (just an example), and you will be surprised at how much better your ad does.

The copy of your ad must set some expectations and I am sure you must be already mentioning that the visitor has to like the page but how about saying something like "like the page to enter a contest" or maybe "like the page to win... (something of value)" that is related to your niche. I think that can make a difference to the willingness of people who see the ad to click on it and like your page.

When it comes to ad images I have found that human faces work really well in Facebook ads. The image should stand out on the page even though it might be on the side of the page. Adding a border, preferably a red border does wonders for images in ads.

Once more and more people start clicking on your ads Facebook will bring the cost down. For ads that perform extremely well it is not uncommon to hear of costs going under ten cents.

Last but not the least your fanpage must have fresh, useful content being added regularly so that it meets and exceeds the latest metrics that Facebook has brought into place of late.

 

I am yet to try it for any kind of promotion as I know it's going to cost me more than can afford right now.

 

Page likes are almost worthless IMO. You still have to get them to your site AND get them to sign up. Which btw, FB does their best to stop you from doing and charges you for the privilege of reaching more than a small percentage of your audience with your message.

It's like joining a gaming forum full of short attention span teens and adults, building a following, then trying to get them to come join your forum about bird watching. All while only 15% of only the people that are following you can even see your posts.

 

^ I agree with George. It's hard to get them to participate when the page is a Fanpage of the website. Topics that are more sensational may trigger active engagement and discussion. Controversial topics. However, that would be hard to brand around the website.