Facebook’s transformation into a mobile company has found its way into third-quarter-2014 statistics on clients of digital marketing agency 3Q Digital, which reported that mobile impressions were up 51 percent compared with the second quarter of 2014, while clicks rose 180 percent, click-through rates were up 85 percent and cost per click dropped 40 percent.
Predictive media-optimization-technology provider Kenshoo, a Facebook Strategic Preferred Marketing Developer, examined key metrics and benchmarks for paid search and social advertising in the first quarter.
Earlier this month, Facebook rolled out a feature allowing users to create repeat events, aimed at making it easier to duplicate details from past events if they were similar to those for new ones. Now, the social network is apparently testing the concept with its ad manager, allowing a select group of page administrators who manage multiple pages to create similar ads for their different accounts, including duplication of the targeting parameters.
Ad agencies continued to heavily favor Facebook when asked which social networks they would use in campaigns for their clients, with 85.1 percent tapping Facebook, nearly double the percentage achieved by second-place finisher YouTube, according to Strata.
Marketers spent 25 percent more on Facebook advertising during the third quarter of 2011 compared with the second quarter, resulting in a 54 percent quarterly jump in the average cost per click.