The Facebook Ads Benchmark Report

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The Facebook Ads Benchmark Report

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Download the full report here: http://www.salesforcemarketingcloud.com/resources/ebooks/the-facebook-ads-benchmark-report/ ...

Download the full report here: http://www.salesforcemarketingcloud.com/resources/ebooks/the-facebook-ads-benchmark-report/

As Facebook now has more than one billlion users worldwide, you need to ensure you're allocating your social ads budget to reach the right people at the right time. As such, we researched the Facebook advertising landscape on a global scale to help you get a better picture on where to invest, how to reach your target and what advertising methods are most effective. Read this report to learn what regions and industries are the most cost effective for Facebook ads and how sponsored vs. non-sponsored stories compare. Methodology: Our in-depth report measured ad spend made via Social.com™ across more than one million different Facebook ads placed and 114+ billion impressions. It provides deep insights into Facebook ads.

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  • 1. The Facebook AdsBenchmark Report
  • 2. 2The Facebook Ads Benchmark ReportTable of ContentsIntroduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4Facebook Ad Type Benchmarks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7Industry Benchmarks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13Geographical Benchmarks. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
  • 3. Introduction
  • 4. 4The Facebook Ads Benchmark ReportIntroductionIntroductionCurrent and future social advertising trends continue to show an incredible amount of growthin the industry. Research in a recent BIA/Kelsey report suggests that the social ad marketmay reach $11 billion by 2017, up from $4.7 billion in 2012. The same report indicates that thesocial ad market is young and growing, representing only 1-10% of many advertisers’ budgets.Additionally, there’s a huge opportunity in mobile advertising. eMarketer shows that whilemobile represents 12% of people’s time spent consuming media, only 3% of United Statesadvertising is spent on mobile. This represents a $20 billion opportunity in the United States.The mobile trend has unsurprisingly included social network usage and advertising. According to BIA/Kelsey, both Twitter and Facebookhave passed the 50% mobile usage mark, and about 30% of Facebook’s ad revenue comes from mobile.As social media advertising continues to gain momentum, and marketers devote more of their budgets to it, the need for market researchhas become more important. Using Social.com data, Salesforce Marketing Cloud decided to benchmark performance and cost metricsfor social advertising, focusing on Facebook advertising, to provide a baseline for key metrics by creative type, industry, and geography.In this report, you’ll learn:Which Facebok ad types deliver the best performanceAverage KPIs such as cost per click and click-through rate for your industryRegional and country breakdown of performance and cost benchmarks for Facebook ads
  • 5. 5The Facebook Ads Benchmark ReportIntroductionMethodologyData for this report was collected from January 1st to March 31st, 2013.Performance was measured from Social.com across more than one million ad units and over 114 billion impressions.This report analyzed the top 25 countries globally and top five countries per region (Americas, EMEA and APAC) based onimpressions.All rates were converted to U.S. dollars using the average daily conversion rates during the reporting period.KPI GlossaryClick-Through Rate (CTR) Number of clicks divided by number of impressions per adCost per Click (CPC) Total cost divided by number of clicks per adCost per Impression (CPM) Total cost divided by number of impressions per ad, multiplied by 1000Cost per App Install Total cost divided by number of App Installs per adCost per Page Like Total cost divided by number of Page Likes per adApp Install Rate Number of App Installs divided by number of impressions per adPage Like Rate Number of Page Likes divided by number of impressions per ad
  • 6. Facebook AdType Benchmarks
  • 7. 7The Facebook Ads Benchmark ReportFacebook Ad Type BenchmarksFacebook Ad Type BenchmarksWhen determining the right type of Facebook ad to use for your campaigns, there are a numberof variables at play, including location, creative type, campaign goals, and more. Benchmarksfor key metrics can help with your decision as well, which is why we chose to focus on thiscategory in our research.Inline LikeApp AdPage Post
  • 8. 8The Facebook Ads Benchmark ReportFacebook Ad Type BenchmarksMobile App InstallEvent RSVPSponsored Page Like StorySponsored App Action Story
  • 9. 9The Facebook Ads Benchmark ReportFacebook Ad Type BenchmarksSponsored Page Post Action StorySponsored Page Post Like StorySponsored Place Check In StoryAll photos in above charts from ‘Facebook Ads and Sponsored Stories Guide’
  • 10. 10The Facebook Ads Benchmark ReportFacebook Ad Type BenchmarksFACEBOOK AD TYPE PERFORMANCE AND COSTSCTR CPC CPM$0 $1 $2 $3 $4 $5 $6 $7$0.00 $0.10 $0.20 $0.30 $0.40 $0.50 $0.600.0% 0.5% 1.0% 1.5% 2.0% 2.5% 3.0% 3.5%Sponsored PlaceCheck-In StorySponsored Page PostLike StorySponsored Page PostAction StorySponsored PageLike StorySponsored AppAction StoryPage PostMobile AppInstall AdInline LikeEvent RSVPAction StoryApplication 0.04% $0.30 $0.200.02% $0.22 $0.100.02% $0.29 $0.150.03% $0.19 $0.191.72% $0.32 $5.682.03% $0.23 $4.000.34% $0.58 $1.910.30% $0.39 $1.442.13% $0.11 $3.642.32% $0.15 $4.583.20% $0.04 $6.27Average Click-Through Rate Average Cost per Click Average Cost per ImpressionClick-through rates are well above average for several sponsored ad types, including Sponsored Place Check-In Stories andSponsored Page Post Like Stories.Application, Click ads, Event RSVPs and Inline Likes receive very small click-through rates, but are all very cheap in terms of costper impressions.Mobile App Install Ads have above-average cost per click and cost per impression.