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.
SocialCode, a Facebook Strategic Preferred Marketing Developer, released a new report aimed at helping brands use Facebook advertising to promote awareness and continue the process all the way through to driving sales.
The holiday shopping season often means new devices in the hands of users, and Facebook took steps to help developers get their applications onto those new devices with improvements to its mobile app ads in the areas of buying, creative and targeting options.
Brands on Facebook have the ability to opt their websites or applications out of the social network’s enhanced targeting with website data, and still retain access to the social network’s standard targeting features and custom audiences.
Facebook introduced audience insights in May as a way for brands to learn more about the audiences they target with their ads on the social network in order to refine their strategies, but what technical challenges did it face, and how were they overcome? Software engineers Deniz Demir, Islam AbdelRahman, Liang He and Yingsheng Gao answered those questions in a post on Facebook’s engineering blog.
Facebook revealed during its third-quarter earnings call Tuesday that $2.96 billion of its $3.2 billion in revenue for the three-month period came from advertising, so it’s no surprise that the bulk of the call was devoted to advertising, as well. Chief operating officer Sheryl Sandberg had much to say on the topic, and all her comments are included in this post.