Facebook Ad Impressions Up 13%, Cost-Per-Click Down 9%


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Facebook is having a good 2013 with stock currently trading above $51, and according to a new infographic from Kenshoo Social, ad impressions are up 13 percent.

Kenshoo Social analyzed Key Performance Indicators or KPIs across over 85 billion ad impressions, and compared results from Q3 2013 to Q2 2013.

Here’s what they found:

  • Cost-Per-Click (CPC) down 9 percent.
  • Overall clicks up 14.4 percent.
  • Conversion rate (CVR) 2.36x higher.
  • Conversion volume 2.85x higher.
  • Revenue 2.16x higher.
  • Revenue Per Click (RPC) 1.76x higher.
  • ROI 3.04x higher.

The digital marketing company went on to explain why Facebook ad campaigns saw such positive results in the third quarter:

First, Facebook has continued to simplify and improve its advertising products, delivering more high performing news feed inventory, as well as deeper audience targeting capabilities and larger, more engaging image formats. All of these improvements are enabling marketers to more effectively reach new prospects and existing customers with more impactful and relevant messages at all stages of the customer journey.

Second, Facebook users continue to demonstrate their willingness to engage with brand and product advertising across all devices and to interact with brands both on and off of Facebook. Moreover, consumers are increasingly taking action and making purchases as a result of the more engaging and relevant ads they experience on the social network.

Next, advertisers are becoming increasingly experienced with Facebook advertising and are implementing sophisticated and highly effective strategies to drive their direct response goals. Brands are promoting their most relevant products, customizing ads and tracking each touch point in the customer journey across paid, owned and earned social media as well as across media channels, including search and social.

Combine these findings with a recent study on FBX Ad costs, and it becomes clear why advertisers continue to funnel their dollars into the Facebook ecosystem.

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Mike Stenger

Lover of technology, Mike often makes jokes that nobody laughs at.

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