Facebook’s cost per click dropped 40 percent over the past 12 months, while the click-through rate for advertising on the social network soared by 275 percent, and return on investment was up 58 percent, according to a study of some 131 billion Facebook ad impressions, 400 million unique visitors, more than 1 billion posts, and 4.3 billion engagements over the past 12 months by Adobe.
With Facebook set to report its third-quarter earnings Wednesday, digital marketing agency 3Q Digital offered some insight on how the social network’s advertising changes and focus on mobile impacted some of its largest accounts.
Spruce Media, a Facebook Strategic Preferred Marketing Developer, offered its take on the state of Facebook advertising in the second quarter of 2013 prior to the social network’s earnings call later Wednesday afternoon.
Sterne Agee pressed the like button on Facebook in a research note Monday, rating its stock “buy” and setting a target price of $37 per share, and citing the social network’s mobile progress and growth by its Facebook Exchange real-time ad-bidding product, Barron’s reported.
STUDY: News Feed Page Post Ads Deliver 26X More ROI, 20X Greater CTR Than Facebook Right-Hand-Side Ads
Page post ads in Facebook’s News Feed are becoming the ad unit of choice for marketers on the social network, mainly due to their return on investment performance, according to a study released Monday by Facebook advertising platform Nanigans.
Big movies love to market through Facebook, and Facebook page statistics give an accurate view of what’s going on at the box office. CitizenNet recently released a comprehensive study, finding that Facebook behavior is correlated to box-office returns, but at a cost: More than 75 percent of all impressions of non-franchise film content on Facebook are sponsored.
Just how powerful is Facebook’s News Feed? One of the alpha testers of Facebook Exchange retargeted News Feed ads, Nanigans, said advertising on the site’s primary feature increased return on investment by 197 percent, compared with the right sidebar.
Facebook has been pushing users to share more of what they love, especially through structured status updates. Users can now post visual stories that say they’re watching “Game of Thrones,” or “The Big Bang Theory,” and those preferences will be added to users’ Timelines under favorite shows. But does liking a show’s Facebook page necessarily correlate to watching it? In a recent study, CitizenNet discovered that a 3 percent increase in likes for a show’s page usually translates into a 1 percent bump in viewership.
Three years ago, you could drastically reduce your cost per click by just running a ton of ads. The mainstream pay-per-click vendors, experienced with Google, applied their same techniques to Facebook — multiplying tons of ad combos by headlines, images, and body copy. While that technique was positioned as smart optimization, it was really spamming the system with thousands and thousands of terrible ads. If a general message against a particular audience wasn’t effective, making 10,000 variants of the same thing wouldn’t matter.