How to Keep CPCs Down on Facebook

1. Determine whether the Facebook audience would be good for your product or service. The website now encompasses a vast array of people, rather than just college students as it did before.
2. Discuss your goals and advertising model with Facebook. You may want to work with a search engine or a specific website that may be more closely related to your product.

3. Ask for the advertising plans they offer. Suggest that they show you some statistics and client examples from each if they haven't already. According to Facebook Ads, you can 'set the daily budget you are comfortable with [and] adjust your daily budget at anytime.'
4. Opt for a flat-rate plan initially if you think it will be more cost-effective. You'll only pay based on actual clicks or number of people that go to your ad or website.
5. Explore the bid-based variety if you see a possible advantage. If your product is of the niche variety with few competitors, this may be a better option. If several other companies will be placing similar ads on Facebook and you're working with a smaller budget, this would be the lesser of the two options.
6. Make your offer and set up the payment and advertising model. Check your traffic levels after the ad has been implemented to find out its effectiveness.