Use CPM (cost per impression) to test your Facebook ads instead of CPC (cost per click). When testing your ads using CPC it diverts the focus from testing the actual ads to testing the landing page or pages. There will be plenty of time to test landing pages but right now we want to test which ads produce the lowest CPC.
Pay Per Click equals 1.08 USD per click
Pay Per Impressions equals 0.38 USD per thousand
Remember, using CPM to first test the ads, you can determine what the true CPC rate is based on the actual performance of the ads. Testing your ads this way requires a tad bit more effort but will pay back big time when you save some of your budget testing the ads.
