Why did my ad costs suddenly go up?
Efri · 1 min read
Could be the bidding.
In short
4 key points
- 01When you're running ads, you shouldn't just look at what you're paying Facebook
- 02You're in an auction you didn't know you'd entered, against people you can't see
- 03Other things that do it: your creative getting stale so the platform charges more to keep showing it, seasonal…
- 04But bidding is the one people never think about, because they're only looking at their own account
When you're running ads, you shouldn't just look at what you're paying Facebook. The way it bids, and the way it gets you in front of people, is based on bids. So if somebody else has a better setting that pushed the price up, your ad cost goes up with it.
You're in an auction you didn't know you'd entered, against people you can't see.
Other things that do it: your creative getting stale so the platform charges more to keep showing it, seasonal competition, your audience getting too small, or a change on your end that reset the campaign.
But bidding is the one people never think about, because they're only looking at their own account.