Best Time for Publishers To Promote Content on Facebook
Facebook CPC for publishers dips the first week of every month
Are you one of the advertisers out there who promotes content on Facebook in order to improve sales on your e-commerce website?
Or you’ve been wondering why result of Cost Per Click on your promoted contents vary on Facebook?
Here is one of the top secrets on how to get the best out of your money while advertising on Facebook, the most globally patronized social media platform.
First week of every month is the best time to promote your content on Facebook if you really want to get more leads and value from your spend, latest Keywee data says.
“If you’re a publisher using Facebook paid distribution to find engaged audiences for your content and bring them to your site, this week – the first week of the month – presents an opportunity for you. It’s a compelling opportunity, and admittedly not a rare one – it comes by every month.”
The report says prices of Cost Per Click on Facebook Ads rises at the end of every month compared to what you get at the first week of the month.
This means that advertisers (publishers) pay less at the first week of every month for the same amount of clicks which cost more at end of the month.
“Prices rise at the end of the month, peaking on the very last day, and dipping immediately afterwards for about a week. Hence, this first week represents an opportunity for publishers to scale their distribution in a cost effective way, essentially paying less for the same amount of clicks (and traffic).”
The chart above is based on Keywee analysis
Based on Keywee’s analysis of CPC data from over 400 publishers advertising on Facebook between May and July 2017, there is a week-long period of dip in CPC at the beginning of the month (marked by the green line). First week CPC can be 30% lower than the average CPC for this time frame, or 50% lower than its level just a few days earlier, at the very end of the month.
CPC during the first week of the month can be 50% lower than CPC on the last day of the month.
A similar phenomenon – though less pronounced – happens midway through the month. The 15th day of every month is a local maximum where CPC rises again, only to dip immediately afterwards.
Note: The same pattern was observed throughout 2017 and 2016. The chart was truncated for clarity.
Every publisher promoting their content on Facebook should consider testing scaling their spend during the first week of the month, and to some extent, during the third week as well. Results may vary, but on average, CPC and overall cost during these times can be substantially lower than the average.
Scale on the first & third weeks of the month to get more bang for your $$
Keywee is a New York-based company that offers publishers and marketers a new approach to content distribution and performance measurement.