Just learned Facebook charges advertisers more for reaching women than men - same audience size, same targeting

I was digging through some cost data from our last campaign in Atlanta and noticed our female-targeted ads were consistently 30% more expensive per click than male-targeted ones for the exact same product. Found a study from Northeastern University that confirmed Facebook's algorithm literally prices female audiences higher because fewer women engage with ads overall. Has anyone else noticed this discrepancy in their own ad accounts?

2 comments

2 Comments

elliotc1012d ago

@gonzalez.anna thats rough but you ain't wrong, same thing hit my account hard too.

gonzalez.anna12d ago

Wait, so Facebook thinks women are just too good for ads and punishing us for it? I guess their algorithm figured out what my husband already knows - I can spot a cash grab from a mile away.

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