Facebook Ads - Average CPM & CPC

Some time ago I’ve found a list of CPC per country for Facebook ads, it was very interesting to see what the average is for different countries and compare them in one place. It also helped in doing some projections on costs for several countries but it also allowed me to discover the costs of audiences in countries I haven't considered yet.

So, I thought to publish a recent list of Facebook Advertising CPC per country. It might help advertisers have an overview of the current status. If you'd like to test your costs and advertisement retention rate, be sure to contact a publicist at Elise who will set that up for you : Contact .


Just note there can be some changes. For example, compared to the last estimation we made, the United States are no longer the most expensive country to target for you Facebook Ads, replaced by Japan. Some big differences can be seen on the second place of the most expensive CPC prices, American Samoa has an average of $1.21 CPC which is strange compared to CPM.

The CPC/CPM Ads prices are not necessarily mirroring the country’s wealth, because we see countries like Germany having a CPC price of 0.50$ and Russia with 1.02$. The prices are based on the number of advertisers in those countries and their willingness to pay more (bid).

In some cases we see that the prices for CPC are bigger than CPM. That doesn’t necessarily mean to go with CPM, it means you should do a test and see what the CTR on the CPM ad is and see if you can get better results with the same money and CPC.

Not the distribution of your advertisement is different whether you pick the CPC or CPM objective. A CPC objective will lead Facebook to show your ads to people who are more likely to click on ads, not necessarily buyers. We all know a friend who shares everything they come across, well some click on every ad they see out of curiosity. A CPM objective is more neutral as it will simply show you ad to your audience, that's why the click through rate may be different, but it's simply a different ball game.

To illustrate: if we were giving out cake sample we'd have two option

CPC objective cake sample distribution: We would show our samples to people who are most likely to take free sample in shops. Those are not necessarily buyers, as some people just take it all, regardless of what it is. 

CPM objective : We would simply show the cake sample to everyone, and see how that goes. It is more neutral, but as you can imagine we would probably give out less samples.

The best way stays to have your Publicist at Elise handle the testing and optimization for you, do not hesitate to get in touch or try our services