Google Ads and Facebook/Instagram Ads pricing and budgets vary based on several factors including competition, targeting, ad quality, and objectives.
Google Ads Costs
- Cost-per-click (CPC) is the main pricing model, where advertisers pay each time someone clicks their ad.
- CPC varies widely depending on keyword competition, industry, and ad quality score. Highly competitive sectors like e-commerce, real estate, and finance tend to have higher CPCs.
- A higher quality score (based on ad relevance, keywords, and landing page experience) can reduce CPC and improve ad placement.
- Geographic targeting also influences costs; targeting specific regions or cities can affect CPC due to competition and audience density.
- Businesses typically manage budgets by focusing on keyword research, ad relevance, and optimizing landing pages to improve quality scores and reduce costs.
Facebook Ads Costs
- Average daily budgets for small to medium businesses range from ₱200 to ₱500.
- Costs depend on:
- Ad objective (brand awareness, lead generation, traffic, app installs) — each has different pricing.
- Target audience size and specificity — broader audiences cost more, but narrower targeting can improve conversion efficiency.
- Competition for the same audience increases bidding costs.
- Ad placement (Facebook feed, Instagram, Messenger, Audience Network) also affects pricing.
- Facebook uses a bidding system, so costs fluctuate based on demand and targeting parameters.
Instagram Ads Costs
- Instagram CPC ranges roughly from ₱30 to ₱45 per click.
- Cost per thousand impressions (CPM) averages around ₱465.
- Instagram appeals more to visually oriented audiences, so ad content quality and aesthetics are crucial.
- Costs are influenced by targeting options and time of day.
Summary Table of Typical Costs
| Platform | CPC Range (PHP) | CPM Range (PHP) | Typical Daily Budget (PHP) |
|---|---|---|---|
| Google Ads | Varies widely; can be high in competitive sectors | Varies | Depends on campaign, often starts from a few hundred pesos |
| Facebook Ads | Varies; average CPC around ₱105 (can be lower or higher) | ₱278 - ₱340 (gender-based) | ₱200 - ₱500 for SMBs |
| Instagram Ads | ₱30 - ₱45 | ~₱465 | Similar to Facebook, depends on targeting and objectives |
Key Takeaways
- Google Ads costs are highly dependent on keyword competition and ad quality; optimizing quality score is essential to reduce costs.
- Facebook and Instagram Ads costs depend on objectives, audience targeting, competition, and placements.
- Budgets for small to medium businesses typically start at a few hundred pesos daily but can scale up based on goals and competition.
- Careful planning, targeting, and content quality are crucial to managing paid traffic costs effectively across platforms.
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