When I talk to my clients about running ads on Facebook, I typically get one or two of the same objections over and over again. People think that they’re either too expensive, or that they just plain don’t work. This can be true, but you can decrease the likelihood of either happening if your ads are created to be as relevant as possible to the users who you’re targeting.
Relevance, after all, will make a night-and-day difference between the kind of results you get. It can even directly affect your cost per click or cost per action, because the more clicks and engagement your ad gets, the higher your relevance score goes. And the higher your relevance score is, the less your CPC will be.
