Have you ever wondered how life would’ve been without the humor and wit of ads and marketing? What if the world didn’t see the witty banter between Wendy’s and its patrons on Twitter or the recent Facebook face-off between local burgER joints?
Progress wouldn’t be possible. After all, brand competition spurs innovation and refines strategies, inspiring constant improvement and the pursuit of excellence.
Social media, in general, has become a valuable tool for marketers, leveraging its reach to deliver digital ads to people across the globe. Facebook is one of the world’s most popular social media platforms, and the Philippines is no exception.
Left and right, marketers are utilizing this versatile tool to market their brands using Facebook Ads. But is the impact of Facebook ads really worth the cost? This blog will serve as a comprehensive guide for marketers who want to know more about the cost of running Facebook Ads in the Philippines and the factors that affect its price.
5 Major Factors that Impact Facebook Ads Cost
Certain things impact Facebook Ads costs in the Philippines, and knowing these factors is essential to crafting a well-informed advertising strategy. Let’s delve into the major factors that significantly influence the pricing landscape.
1. Ad relevance and quality
Facebook prioritizes ads that provide a positive user experience, so higher-quality ads often come with lower advertising costs. The platform determines the ad quality by providing a rating between 1 and 10 based on its relevance to your target audience. The higher the relevance score, the lower the cost. Your overall results will also improve with a higher quality score and a more relevant ad.
Say you’re promoting a new line of locally inspired sneakers. By infusing elements of local culture and street fashion into your ad, you enhance its relevance. This resonance can lead to a lower cost per engagement, as users feel a genuine connection with the content.
In this context, a good strategy we recommend is refraining from using outdated slang or cultural references. If your ad doesn’t align with the current online language of the Filipino youth, you might struggle to capture their attention effectively.
2. Audience targeting
A precise and well-defined target audience can lead to lower costs. Just as Facebook rewards ads that provide a positive user experience, it also rewards ads highly relevant to users. Conversely, broad or highly competitive audiences can drive up ad costs.
Audience targeting refers to selecting specific demographics, behaviors, and interests of relevant users who will see your ad to ensure it engages and converts. This factor significantly affects the cost of Facebook Ads as it influences the competition for ad placements, ad relevance, and the size of your potential audience.
During the COVID-19 outbreak, airlines like Cebu Pacific stopped operations for a specific timeframe for safety reasons. The airline’s strategy to keep frequent flyers aware and keep them interested is to utilize ads and posts targeting their favorite destinations and the next flight they could take after restrictions ease.
If you’re considering using the same strategy, be cautious of Facebook’s broad targeting. You might experience higher costs without reaping the desired engagement and conversions when your ad reaches users outside your audience’s typical age range or interests.
The vigorous marketing endeavors of multiple online retail sites contribute to heightened ad competition. This dynamic environment drives bidding costs up, impacting ad costs and highlighting the strategic importance of differentiating campaigns effectively.
Competition is essential to the cost of Facebook ads in the Philippines. With the country being home to millions spending substantial time on Facebook, unsurprisingly, 44.1% of local brands choose to advertise on social media since this is where the Filipino audience is.
4. Ad placement
Different ad placements have varying competition and user engagement levels. Typically, the more popular and engaging placements are more expensive because advertisers are willing to pay a premium for the visibility and engagement they offer. You can choose to manually select specific placements or allow Facebook’s algorithm to optimize placement for you.
Fortunately, you can place Facebook ads in various options, such as mobile news feeds, Instagram, Audience Network, or Messenger. Costs can vary based on your campaign goals and the level of competition. Specific factors affect these costs, including campaign goals, audience size, ad format, seasonality, relevance, placement, and scheduling.
Testing different placements is key to finding the most cost-effective strategy for your Facebook Ads. Read the article for more insights on optimizing Facebook Ads cost in the Philippines.
5. Industry and niche
Industries with high competition, such as tourism or business process outsourcing (BPO), where forecasts determined a revenue increase of $3.71 million and $35.9 billion, respectively, often face higher costs due to increased bidding for ad placements. Conversely, niche markets can experience lower prices as they are less competitive.
In most cases, Facebook advertising costs in the Philippines increase proportionately to the product’s selling price or the value of the potential customer you are trying to attract.
How Much Does Facebook Advertising Cost in the Philippines?
The average cost for Facebook ads pricing in the Philippines is roughly ₱1.13 per click, but it may vary. Here’s a more comprehensive breakdown of the factors influencing ad costs.
Average Facebook Ads Cost-Per-Click (CPC)
Facebook CPC refers to clicks on ads, including post reactions, image views, and of course, link clicks. This metric calculates the average amount you pay for each click on your Facebook ad. It’s a crucial gauge of user engagement because it indicates the cost-efficiency of your ad in driving clicks to your website or landing page.
As previously mentioned, the average CPC in the Philippines is ₱1.13 ($0.02).
Total cost of your clicks / Total number of clicks
Average Facebook Ads Cost-Per-Thousand Impressions (CPM)
CPM refers to the cost incurred for every 1,000 times your ad is displayed, regardless of clicks. It measures the cost of creating impressions, offering insights into how your ad reaches your target audience economically.
The average cost per thousand impressions in the Philippines is ₱158 ($2.79).
(Total cost of campaign / Total impressions) x 1000
Average Facebook Ads Cost-Per-Lead (CPL)
Facebook continues to be a lead generation beast, and CPL measures how much you spend on Facebook ads to get new leads. It’s a pivotal metric for evaluating your campaign’s cost-effectiveness in generating potential customers. If you’re considering running a CPL campaign, the average cost, according to US standards, would be ₱544.03 ($9.60).
Total marketing spend / Total leads generated in campaigns
Average Facebook Ads Cost-Per-Engagement (CPE)
This ad type quantifies the average cost for each engagement with your ad, including likes, shares, comments, and clicks. It provides “efficiency insight” into generating interactions and measuring the resonance of your ad content. A typical CPE campaign would amount to an average of ₱4.64 ($0.082), per US statistics.
Total advertising cost / Total engagements
|Average Facebook Ads Cost Per Click (CPC)
|Total cost of your clicks / Total number of clicks
|Average Facebook Ads Cost Per Thousand Impressions (CPM)
|(Total cost of campaign / Total impressions) x 1000
|Average Facebook Ads Cost Per Lead (CPL)
|Total marketing spend / Total leads generated in campaigns
|Average Facebook Ads Cost Per Engagement (CPE)
|Total advertising cost / Total engagements
The ideal minimum budget for Facebook ads depends on several factors, but a recommended starting budget can be around ₱282.97 ($4.99) to ₱565.94 ($9.99) daily.
To maximize this budget, focus on precise audience targeting, strategic bidding, and A/B testing to refine your Facebook ads. Moreover, optimizing ad relevance, monitoring performance, and gradually scaling your budget based on your results is ideal to help you achieve impactful outcomes.
Is It Worth Using Facebook Ads in the Philippines?
Understanding the intricate dance of cost, creativity, timing, and objectives can yield remarkable results in the realm of Facebook ads in the Philippines.
We’ve uncovered that precision targeting, impactful ad creatives, strategic timing, and clear goals shape the financial landscape. A strong Facebook ads strategy is the linchpin for achieving localized goals—empowering Filipino entrepreneurs.
To unlock the potential, partner with a digital marketing agency, like Spiralytics, providing pay-per-click advertising in the Philippines.
Their expertise not only amplifies your strategy but also ensures efficient resource allocation. Your journey to dynamic marketing success starts here!