How to Survive and Thrive with Facebook’s Ever Rising Ad Costs
In the past few years the cost of the average digital advertising has been increasing. While the total number of visits to web pages has declined half a percent, the number of advertisers has increased, which has caused an inevitable rise in costs.
These costs have been a boom to the advertising giant Facebook, which saw their average ad price increase by 140% in 2015 and their average CPM increase 171% in 2017 according to a study by Adstage.
With over 2 billion active users, Facebook’s screen time and growth has remained steady, at the same time, more and more advertisers are buying up their ad space. This competition for the limited supply of ads has taken a toll on the rising costs of Facebook Ads for e-commerce store owners.
So what’s an e-commerce store owner to do about the Facebook ad costs?
Keeping your traffic and sales future-proof, without buying more ads
You can certainly buy more ads and keep depending on Facebook’s algorithm to favor you, but my guess is you’re a little more careful with how to allocate your marketing dollars.
As someone who manages several online stores, in addition to a customer referral app to grow friend referrals on Facebook, I’ve seen the pain these rising ad costs have caused first hand.
I’ve also learned a few lessons along the way, about taking control of my own traffic and driving sales apart from Facebook advertising.
Here are five steps to keep your traffic and sales increasing now and well into the future.
1. Implement and Optimize Your Email Marketing
Last year about 20% of ecommerce sales came from email traffic and campaigns. While there’s been a lot of hype about social media marketing, and rightfully so, the reality is people still use and check their email everyday.