Facebook Ads Terminologies Guide

Facebook Ads Terminologies Guide

When you setup your Facebook campaign budget, you need to choose between two-four pricing options. CPA is only available if you choose “Website Conversions” as your “Ad result” in the the Ad creator on Facebook.com.

CPC (cost-per-click): If you use cost-per-click pricing, you only pay when someone clicks on your Facebook Ad.

CPM (cost-per-mille): With cost-per-impression you pay when Facebook shows your ad 1000 times. (Impressions are the number of times your ad is shown to a user on Facebook).

CPA (cost-per-action):  This allows you to track and optimize how much you spend to get someone to take an action (or convert) on your website after clicking your ad.

CPL (cost-per-like): This allows you to track and optimize how much you spend to get someone to “Like” your Facebook Page after clicking your ad.

CTR (click through rate) is determined by dividing the number of clicks your ad receives by the number of times shown (impressions) within the same time frame.

CPV (Cost-Per-View): Used with True View video campaigns, this is a bidding option that allows users to pay each time your video is played.

Default Max. CPC – Set at the ad group level, this represents the maximum amount you’re willing to pay for each ad click. If you don’t set a specific keyword bid, AdWords will apply your default max. CPC bid.

Enhanced CPC (ECPC) – Automatic bid management feature designed to increase your ROI by raising or lowering your bids for keywords that the system predicts are more likely to convert.

Automatic Bidding – allows you to put your bidding on autopilot with the goal of getting the most possible clicks within your budget. You can also set a CPC bid limit if you don’t want to exceed a particular price for each click.

Average Cost-Per-Click (Avg. CPC) – The average amount that you’ve been charged for a click on your ad. Average CPC is calculated by dividing the total cost of your clicks by the total number of clicks.