Facebook considers all of the ads competing for space and charges the winning ad the minimum amount that’s required to win.
You won’t always be charged your maximum bid.
Aside from your bid amount, there is a combination of other factors that Facebook looks at to determine the delivery and cost of Facebook Ads.
Timing
It’s supply and demand.
When you consider pakistan phone number list some of the peak ecommerce times of the year — such as Black Friday and Cyber Monday — you can bet there will be more advertisers on the platform placing bids.
The more advertisers use the platform, the higher the competition, and the more you’ll have to pay if you win.
This is why during peak online-shopping moments the CPMs on Facebook rise overall.
Bidding Amount
Facebook gives you the option to choose between automatic bid or manual bid. If you choose automatic, Facebook decides the bid amount for you. With a manual bid, it’s the amount you set and what you’re willing to spend to achieve the result you want.
Ad Quality & Ad Relevance Score (Take Two)
Facebook grades your ad on the campaign objective you set for it (i.e., number of link clicks, video views, etc.) and whether users have reported any negative feedback.
Target Audience
Broadly speaking, the more specific and niche you get with your audience targeting — demographics, interests, etc. — the more expensive reaching them becomes.
It can also depend on how many other advertisers are trying to target the same audience as you.