Digital marketing agency 3Q Digital shared some insights about the Black Friday and Cyber Monday Facebook advertising performances of two of its clients, finding that while mobile accounted for most of the traffic, desktop News Feed ads were much costlier.
The bad news for advertisers on Facebook: The cost of advertising on the social network rose dramatically in November 2014 compared with November 2013, with aggregate average cost per thousand impressions (CPMs) seven times higher. The good news: Return on investment saw substantial gains, as well, according to the latest data from Kenshoo, a Facebook Strategic Preferred Marketing Developer.
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.
Social marketing platform Nanigans, a Facebook Strategic Preferred Marketing Developer, analyzed more than 300 billion ad impressions on the social network during the third quarter of 2014 from clients using its advertising automation software, and it found that 95 percent of total ad spend went to Facebook’s three main direct-response ad units: unpublished link ads, mobile application install ads and domain ads.
Ad spending on Facebook rose 81 percent in the third quarter of 2014 compared with the year-earlier period, while click-through rates were up 148 percent and revenue rose 162 percent, according to the latest research from predictive marketing software provider Kenshoo, a Facebook Strategic Preferred Marketing Developer.
Facebook extended availability of its Facebook Audience Network mobile advertising network, which it announced at its F8 global developer conference in San Francisco April 30, and the social network also announced that link ads are now supported.
For retailers, Black Friday and Cyber Monday are by far the two most important days of the holiday shopping season, and their ad-spending patterns reflect that, but when it comes to advertising on Facebook, that strategy may not be the most effective, according to a new study by Marin Software, a Facebook Preferred Marketing Developer.