Facebook Ad Clickthroughs Peak On Saturdays

People click on Facebook ads more frequently on Saturdays than any other day of the week.

And Friday’s the second-most popular day for clickthroughs, according to TBG Global’s analysis of 66 billion ad impressions during the first quarter of this year.

However, there’s only a 12 percent difference between the busiest day and the slowest day, Monday.

This difference has to do with supply and demand along with how people’s usage of the site changes, TBG Digital Chief Executive Officer Simon Mansell explained to our peer blog Inside Facebook. Furthermore:

Ads with higher clickthrough rates are generally served more frequently. When ads have lower CTR, advertisers typically have to increase their bid price to get the same number of impressions. Facebook advertisers who want to maximize the CTR of their ads might decide to shift campaigns to the weekend when the averages seem to be in their favor….

When there is more traffic on Facebook, but the same number of advertisers running ads, the frequency of ads shown per person may increase. Higher frequency general results in lower CTR.

Another possibility is that users who visit Facebook on Monday and other weekdays are more focused on browsing the news feed or friends’ photos, perhaps because they’re checking Facebook on breaks between work or school.

This would lead users to look at ads less or be less likely to click away from what they’re doing. On weekends, users are more likely to be looking at Facebook in their downtime and could be more susceptible to ads.

Readers, how might you adjust advertising strategies to take advantage of the different patterns in ad clicks?

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