Facebook often touts the results developers have achieved with its mobile application install ads, and a new offering from 2012 Y Combinator alumnus Optilly is aimed at helping developers and other brand marketers ensure that they are fully optimizing their use of the social network’s ad products.
It’s Facebook Studio Awards time again, as the social network announced in a post on its Facebook for Business page that it is now accepting nominations for the 2014 edition of its program to recognize the brands and agencies that are making the best use of its advertising and marketing offerings.
3Q EARNINGS CALL: How Is Facebook Responding To The Mobile Transition From An Advertising Standpoint?
Facebook said in its third-quarter earnings report Wednesday that its total advertising revenue for the period was $1.8 billion, up 66 percent when compared with the year-earlier quarter, and mobile accounted for 49 percent of that revenue. During the company’s earnings call Wednesday, Chief Operating Officer Sheryl Sandberg and Chief Financial Officer David Ebersman offered more specific details.
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.
Global social marketing platform Kenshoo Social compared the performance of its Facebook advertising clients in the third quarter of 2013 with the second quarter, encompassing more than 85 billion ad impressions, and it found improvement across the board.
REPORT: Retailers On Facebook Seeing Click-Through Rates 3.75X Higher, 152% ROI In First Nine Months Of 2013
The retail industry continues to thrive on Facebook, as retailers have achieved click-through rates in the first nine months of 2013 that were 3.75 times higher than the same period in 2012, and they are averaging a 152 percent return on investment, according to a study of more than 150 billion impressions from 100 retailers by Facebook social marketing platform Nanigans.
Facebook Introduces Telco Outcome Measurement To Help Telecommunications Firms Analyze Their Ad Campaigns
Facebook continued its efforts to help advertisers move beyond existing metrics and gain a true picture of their return on investment with Thursday’s introduction of a tool designed for telecommunications carriers and operators, Telco Outcome Measurement, pointing out in a post on its Facebook for Business page that its measurement team found that 90 percent of people who made purchases after seeing ads on the social network never actually clicked on the ad, and saying the new tool is a way to bridge that gap.
When marketers first flocked to Facebook, they were desperate for any metric that showed successful interactions with audiences on the social platform. That began an arms race of status updates and photos to bring in as many likes — that ubiquitous thumbs-up of approval — as possible. It’s now abundantly clear that Facebook is here to stay as an advertising channel, and the social network has responded to its increased stature in the advertising world with new products and developments that help marketers demonstrate return on their investment.