How much does it cost to reach your audience?

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The factors that determine this selection are: the offer based on the objective (how much you pay), the action rates that depend on the object or service offered, the reference page, the advertising history of the account and many others. Last but not least is the factor of relevance and the quality of the ad itself that you are going to promote.

Facebook Ads Campaign Coverage
The key metric for estimating the budget to invest in Facebook the benefit of using our database advertising is coverage.


Cpc, ctr and cpm of Facebook ads in Italy
Facebook Advertising Benchmark Report for Italy
According to a study carried out by Naningans on last year's investments in Facebook Ads campaigns, we see that in Italy the average cost per CPM (i.e. the average cost per 1000 impressions) is around €2 with a cost per click on the link (CPC) of around 40 cents .

Now that we know these two data, it would seem that the calculation is easier. In fact, if we multiply the average cost by the number of people we want to reach with our advertising, we will obtain the right budget to spend to reach our audience.

If that were the case, it would be easy... too easy for Facebook! Let's remember the list we made above of the important factors for choosing the auction. In this, the format and graphics we are going to create for the ad also play a significant role. A vertical video will perform differently than a horizontal image post.