2020 Cost of marketing guidance [Facebook,Instagram..]

There must be a thoughtful advertiser and a careful cost budgeter behind a successful advertisement. The advertiser is responsible for the creative design and overall control of the advertisement, and the cost budgeter is responsible for the advertising plan and budget. A marketing plan can determine your business’ marketing goals, and a marketing budget can help you determine the actual steps to achieve those goals. In addition, you should also pay attention to the cost of different Publishers. How much should you spend? Where should you spend?

What are the evaluation variables of marketing budget?

  • CPC: What you pay to get a click on your ad
  • CPA: Cost to obtain a conversion
  • CPM: The cost of showing your ad 1000 times
  • CTR: Percentage of clicks per impression

What are the marketing costs of different publishers?

Facebook marketing cost

CPC: Facebook’s CPC varies from $0.1 to $0.4, with no significant data changes. In addition, Facebook’s CPC is higher for women, and CPC is also rising with age. IceLand has the highest CPC among all countries, reaching $5.85, which is almost double the data of other countries.

CPM: Facebook’s CPM change range is $1.4~$3.11. Compared with the CPC trend, the CPM change rate is larger. Facebook’s CPM is higher for women, and the price reaches $2.93. As the age increase, CPC is also rising, the CPM of the 65+ years old people reaches $5.48. IceLand is also the highest CPM among all countries, reaching $21.99, which is also a very high CPM.

CTR: Facebook’s CTR varies from 1% to 4.35%. CTR has a big change in May. CTR suddenly increased, but then dropped rapidly within a week to return to its original state. Facebook’s CTR is higher for women, with the highest figure of 1.84%. Angola has the highest CTR among all countries, with the highest CTR of 9.96%, but there is no big data gap with other countries.

CPA: The overall situation of Facebook’s CPA is relatively stable, with the data remaining between $0.1~$0.64. The CPA added to the shopping cart changed a lot at the end of May, directly rising to $4.47. The viewing of the product has been maintained at around $0.02.

Instagram marketing cost

CPC: Instagram’s CPC varies from $0.1 to $0.46, and there is no significant data change. In addition, the CPC on Instagram is higher for women, and the current CPC for women is $0.32. IceLand has the highest CPC among all countries, the highest CPC reached $5.81, which is almost double the data of other countries, which is almost the same as the Facebook data.

CPM: Instagram’s CPM change range is $1.4~$2.55. Compared with the CPC trend, the CPM change rate is larger. Instagram’s CPM is higher for women, with a price of $2.65, and CPC is also rising with age. IceLand is also the highest CPM among all countries, reaching $22.65, it is a very high CPM.

CTR: Instagram’s CTR varies from 1.1% to 1.65%. CTR has undergone a big change in July. CTR suddenly increased and then dropped rapidly within a week to return to its original state. Instagram’s CTR is higher for women, with the highest figure of 0.83%. PapuaNewCuinea has the highest CTR among all countries, with a highest CTR of 12.81%, it has a higher CTR than other countries.

CPA: The overall situation of Instagram’s CPA is relatively stable, and the data remains between $0.1~$0.65. The CPA added to the shopping cart has changed a lot at the end of May, directly rising to $4.93. The viewing of the product has been maintained at around $0.08.

Audience Network marketing cost

CPC: Audience Network’s CPC varies from $0.1 to $0.61. The CPCs for males and females are the same, both are $0.07. The CPC is as high as $0.19 for 65+ years old people. IceLand has the highest CPC among all countries, with the highest CPC reaching $5.87, which is almost double the data of other countries.

CPM: Audience Network’s CPM change range is $2.4~$3.98. Compared with the CPC trend, the CPM change rate is larger. Audience Network’s CPM is higher for women, with a price of $4.52, and CPC is also rising with age. IceLand is also the highest CPM among all countries, reaching $22.18, but it is almost the same as the second-ranked country in CPM.

CTR: Audience Network’s CTR varies from 1.1% to 19.78%. CTR has undergone a big change in May. The CTR suddenly increased, and fell back to its original state within a month. Compared with Facebook and Instagram, Audience Network’s change is bigger. Audience Network also has a higher CTR for women, with the highest figure of 6.25%. Brazil has the highest CTR of all countries, with the highest CTR of 19%, which has a higher CTR than other countries.

CPA: The overall situation of Audience Network’s CPA is relatively stable, with data remaining between $0.01 and $0.09. This is a big difference compared to Facebook and Instagram. The CPA added to the shopping cart has changed a lot at the end of May, directly rising to $4.85. The viewing of the product has been kept between $0.1~$0.75.

Messenger marketing cost

CPC: The CPC of Messenger varies from $0.1 to $0.36, and there is no significant data change. In addition, the CPC for Messenger is higher for women, and the current CPC for women is $0.21. Iceland has the highest CPC among all countries, with the highest CPC reaching $5.51, which is almost double the data of other countries.

CPM: Messenger’s CPM change range is $1~$3.66. Compared with the CPC trend, the CPM change rate is very high. Messenger’s CPM is higher for women, with a price of $2.12, and CPC is also rising with age. Iceland is also the highest CPM among all countries, reaching $20.43.

CTR: The CTR of Messenger varies from 0.67% to 1.15%. The CTR of Messenger has not changed much, and it has remained relatively stable during this period of time. Messenger’s CTR is higher for women, with the figure of 0.99%. Tnuisia has the highest CTR of all countries, with a highest CTR of 8.57%.

CPA: The overall CPA of Messenger is relatively stable, with the data remaining at around $0.13. The CPA added to the shopping cart changed a lot at the end of May, directly rising to $11.21. The viewing of the product has been maintained at around $0.1.

Summary

  CPC CPM CTR CPA
Facebook $0.1~$0.4 $1.4~$3.11 1%~4.35% $0.1~$0.64
Instagram $0.1~$0.46 $1.4~$2.55  1.1%~1.65%  $0.1~$0.65
Messenger  $0.1~$0.36 $1~$3.66  0.67%~1.15%   $0.13
Audience Network  $0.1~$0.61 $2.4~$3.98   1.1%~19.78%  $0.01~$0.09

Among the four publishers, Facebook and Instagram have lower CPC, which are also the largest marketing channels. Audience Network’s CPC will become higher in a certain period of time. However, CTR has become very high in Audience Network. This should attract our attention. Continue to pay attention to data changes to ensure the most reasonable advertising investment.