Introduction
How much are e-commerce businesses paying per click on Facebook ads?
And why do these costs seem to vary so significantly between mobile and desktop platforms? Cost-per-click (CPC) is essential for e-commerce advertisers because it directly impacts how much they spend to capture customer attention.
Mobile advertising is set for major growth, with spending expected to hit $327 billion by 2025. This growth is fueled by rising user engagement and increased cost-per-click rates on mobile. And that translates as more consumers gravitate toward mobile devices, advertisers need to adjust their strategies.
User behavior plays a huge role in shaping CPC, as mobile and desktop users engage differently with e-commerce content on Facebook. While desktop users often spend time on detailed product research, mobile users are more likely to make spontaneous purchases.
This blog will explore these differences, highlighting the trends in CPC across devices and how e-commerce merchants can use this knowledge to optimize their Facebook ad campaigns.
The Role of Mobile vs. Desktop in Daily Life
As mobile devices continue to be an essential part of daily routines, they serve a unique role in how users interact with e-commerce ads on Facebook.
For instance, people might browse for product ideas on their mobile phones during breaks, using Facebook’s intuitive interface to explore product suggestions or tap on promotional ads.
In contrast, desktop devices are often used for more focused tasks, such as in-depth product research or comparing different e-commerce options.
The shift toward mobile has made it the go-to platform for quick, on-the-go interactions, which is key for e-commerce marketers. Facebook ads need to be optimized for mobile to attract these casual scrollers and maximize ad spend on this high-engagement platform.
Understanding this difference is essential for crafting ads that suit each platform and can achieve lower CPCs while boosting user interaction.
Why User Behavior Matters for Ad Performance
User behavior differs significantly across mobile and desktop, impacting CPC in meaningful ways. For example, younger audiences tend to engage with Facebook primarily on mobile, while older demographics often switch between devices depending on their location or task.
Factors like age, location, and even time of day play crucial roles in shaping how these users interact with Facebook ads.
On mobile, users tend to scroll quickly, meaning that mobile ads must be concise, visually engaging, and impactful within seconds to be effective. On the desktop, however, ads can tell a longer story since users might spend more time reviewing the ad content.
This difference in interaction is why mobile CPCs are generally higher, as mobile ads require greater precision to capture fleeting attention spans effectively.
Statistics on Mobile vs. Desktop CPC in 2024
In 2024, trends show that mobile CPCs are expected to continue outpacing desktop CPCs, particularly in the e-commerce sector.
Studies indicate that mobile Facebook ads experience a roughly 20-30% higher CPC than desktop ads, largely due to increased engagement and the platform’s mobile-first strategy. However, desktop CPCs remain competitive, especially for ads requiring longer engagement and detailed user interaction.
The reasons for this divergence in CPC trends lie in mobile’s higher engagement rates and the growing tendency of users to browse and make quick purchasing decisions on their phones. This increase in mobile ad demand drives up CPCs, making it essential for advertisers to strategize effectively across both devices to manage ad spending effectively.
Impact of Different User Behaviors on Ad Types
When optimizing ads for each platform, advertisers need to consider how behaviors differ between mobile and desktop. Mobile ads should focus on grabbing attention quickly with concise text, striking visuals, and a clear call-to-action (CTA). Short videos, carousel ads, and interactive content tend to work well on mobile, capturing attention as users scroll through their feed.
On desktop, there’s more room for storytelling, where advertisers can use more detailed ad formats that highlight product features or share customer testimonials. Desktop allows for a slightly lower CPC while enabling deeper engagement, which can be valuable for e-commerce products that benefit from in-depth exploration, such as tech gadgets or high-end fashion items.
At that point, It would be beneficial to briefly discuss the current industry trends in Facebook CPC.
Facebook CPC Industry Trends
- Finance & Insurance CPC: Highest at $3.77
Reason: High competition and lower CTR due to complex decision-making processes.
- Legal Services CPC: Approximately $5.42
Reason: High-value leads and intense competition drives up costs.
- Dentistry CPC: Around $3.82
Reason: Specialized services with high customer lifetime value lead to increased bidding.
- Healthcare (Physicians & Surgeons) CPC: About $3.63
Reason: Similar to dental services, high stakes and competition for qualified leads.
- Furniture Retail CPC: Approximately $1.19
Reason: Moderate competition, but higher than average due to the nature of the products.
- Travel & Hospitality CPC: Lowest at around $0.63
Reason: High engagement rates and seasonal promotions lead to lower costs.
- Arts & Entertainment CPC: Approximately $0.44
Reason: Broad audience appeal and effective targeting result in lower CPC.
- Restaurants & Food Services CPC: About $0.52
Reason: Local targeting and frequent promotions keep costs low.
- Retail (General) CPC: Around $0.70
Reason: Competitive yet effective marketing strategies help maintain lower costs.
- Sports & Recreation CPC: Varies but generally remains low due to high engagement with promotions and events.
Reason: Active community engagement and promotional events drive interest without high costs.
These trends indicate that industries with higher customer lifetime values or complex decision-making processes tend to have higher CPCs, while those with broad appeal and effective promotional strategies often enjoy lower costs per click on Facebook ads.
Emerging Trends and Technologies Affecting CPCs
Emerging trends in Facebook advertising are also shaping CPCs for e-commerce.
For instance, AI Ads are becoming more prevalent, allowing advertisers to tailor ads to specific audiences based on browsing habits and purchase history. Additionally, in-app shopping features are helping brands convert mobile visitors directly within the Facebook app, enhancing the shopping experience and reducing the steps to purchase.
Voice-activated ads and in-app purchasing are gaining traction, especially as mobile continues to dominate user interactions. Staying on top of these trends allows e-commerce brands to create ad campaigns that cater to users’ evolving preferences, keeping CPCs manageable while maximizing reach.
For more e-commerce trends, check out this article.
Practical Strategies for Improving CPCs on Mobile and Desktop
Optimizing CPC for Facebook ads on mobile and desktop requires tailored strategies to ensure cost-efficiency and high user engagement. Here are ten practical tips.
- Utilize A/B testing to gauge ad performance on mobile and desktop separately.
- Create mobile-first ad designs to suit quick-scrolling behaviors.
- Use carousel ads on mobile for visually engaging, swipeable product showcases.
- Implement AI-driven personalization to target users with relevant content.
- Leverage Facebook’s Shops feature to streamline the in-app purchase process.
- Adjust bid strategies based on device performance insights.
- Optimize ad copy for mobile by keeping it concise and impactful.
- Use detailed storytelling on desktop for high-value or complex products.
- Monitor ad engagement metrics closely to understand device-specific performance.
- Experiment with short-form video ads on mobile to capture attention quickly.
By applying these strategies, advertisers can adapt their ad formats and messaging to the strengths of each device, maximizing engagement while keeping CPCs under control.
To Wrap Up
Understanding the differences in CPC trends between mobile and desktop Facebook ads is essential for e-commerce marketers. With mobile CPCs generally higher due to rapid user engagement, advertisers need to refine their strategies to get the most value from their ad spend. Meanwhile, desktop ads offer an alternative for reaching users at a lower CPC with more room for storytelling.
Staying informed on device-specific trends and emerging technologies allows advertisers to design cost-effective, high-impact campaigns that resonate with users. As these trends continue to evolve, adapting ad strategies to the strengths of each platform will help brands remain competitive and achieve more meaningful connections with their audiences.
