We hear it all the time, “Social media clicks are not worth dick…” and for the most part I would agree. When it comes to Facebook, you have to keep tight tabs on your CPC rates that you run across your ads. I have done much better slashing my CPC for less impressions, but better profits. Granted you will not see as many possible clicks because you loose impressions, but if your ads are converting well and your commission is not that high, why pay Facebook’s recommended $.60 > CPC? One of the biggest things you can experiment with is your CPC and finding the right cost per click seems to be a balancing act on Facebook.

I myself like to start high and work my way back down in price to a point were I am getting decent impressions, and a much lower CPC. Lets look at this example of some ads that I am testing. You can see that Ad One has a CPC of $.30 and got 24,048 impressions for a total cost of $4.32 for 18 clicks. Now by simply raising the CPC by six cents, I got 44,372 impressions (nearly double) and 59 clicks! Yeah the total cost is more ($17.56) but its irrelevant. For this particular offer I got a 10.00% conversion rate based off this small test. At $3.75 per lead, you do the math. This in my book was a successful test, the next step is to fine tune the CPC and expand my demographic (offer permitting.)

The Bottom Line
As you can see something as small as $.06 can make a big difference on your traffic and visibility. Don’t be afraid to jump in and shake things up. The whole point of having all of the statistics is so you can fine tune your ad performance. I also want to add that the recommended CPC for those ads was up in the $0.61 range. Facebook wants your money, be smart and test before going big, before you know it you will be rocking the $1,000 limit as well.