If your cost per click (CPC) is out of KPI then take a look at these metrics: CTR and Cost per 1k impressions. All of these metrics are interrelated and together they form the nature of your CPC. Is your CTR outside of KPI or within KPI? If it’s outside of KPI then go to #6 to solve this. If it’s within KPI then there’s a high chance your specific audience on Facebook is costing more money to target than the average audience. If it’s outside of KPI then your market isn’t resonating with your ads well enough to make it efficient to advertise to them. If this is the case you need to test additional ad angles, images and audience interests.

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