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Facebook Ads CPC Increased Significantly After Paused

by ngkong
4 replies
I read a lot of sources suggest scheduling facebook ads by pausing the campaign, since facebook has no scheduling feature like adwords has. For my business ideal time is 3-10 PM PST. Publishing ads outside those hours is like throwing money into closet. So i tried to pause the campaign at 10 PM and reactivate them the next day at 3 PM, unfortunately this gave disappointing result.

As expected convertion increased, but CPC jumped to the roof. Without pausing average CPC is 0.06 give me about 800 clicks for a day with 50$ budget. After scheduling CPC jumped to 0.19 give me only 200 clicks with 40$ spent.

I'm thinking of 2 reasons why this happens:

1. The hours being targeted is competitive hours, so traffics become more expensive.
2. ad performance record is reset after a pause. Just like new ad, first CPC will go very high, and will be lower time to time.

Any though/experiance about this? Do you have better way to time scheduling facebook ads?
#ads #cpc #facebook #increased #paused #significantly
  • Profile picture of the author Greedy
    Hmm next time try turning you bid down to .01 instead of pausing this may help.

    But yes I've seen this before. I don't read too much in FB's bidding because it is so sporadic.
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  • Profile picture of the author chintz24
    Simple solution to your question. All these can be said only out of experience

    Dnt pause the ads outside your time zone. Decrease your CPC outside your time zone so that its as if it wont run or even if it does its cpc is so low that you wont have a problem.

    You can again stabilize the cpc in your time zone
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  • Profile picture of the author gman2319
    This happens not because of the cpc rate being competitive. It is a glitch in the way FB ad delivery algo works.

    Suppose you allocate 100$ for the day. FB ad delivery algo would have tried to deliver the 100$ through the entire day (24 hours). If you were to manually pause the campaign and only start it at 3PM, that means 15 hours of the day has already passed. (As per FB, it means that 60% (this number could vary) of your spend should have been spent by 3PM already). To counter this, it attempts to deliver as many impressions as it can in the next hour or so, till it reaches the required impressions that needed to be delivered by 3PM. Given this situation, the only way it can achieve such a high number of impressions served in such a small time, is by pumping up the cpc bids.

    You can validate what I am saying by creating a campaign that has a fixed budget and runs from 3PM to 10PM on a given date (as opposed to a campaign that runs with a daily budget). Compare the CPCs, you will not see such spikes. As someone mentioned above, you learn these by experience

    There are tools out there that help you do day parting, let me know if you need some help there.

    Cheers with your FB campaign!
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    • Profile picture of the author ngkong
      Originally Posted by gman2319 View Post

      You can validate what I am saying by creating a campaign that has a fixed budget and runs from 3PM to 10PM on a given date (as opposed to a campaign that runs with a daily budget). Compare the CPCs, you will not see such spikes. As someone mentioned above, you learn these by experience
      By creating campaign that has fixed budget, did you mean set the life time budget option instead of daily budget?

      I'm currently testing with 30$ budget. Campaign scheduled to be running for 7 hours, but now in 2 hours it has spent 16$ (50%+). CPC average spiked to 11 cent, yesterday with same ad format and targeting CPC was 6 cent.
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