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Facebook Sponsored Stories
Click Through Rates (CTR) and Cost per Click (CPC)



                           Dr. Augustine ...
Sponsored Stories
 Initial tests are performing well, but …

                                                  Source: TBG...
Facebook ad types
               Post Ad CTR is 0.07% CPC is $0.24

               Sponsored Story CTR is 0.07% CPC is $46...
Facebook mobile ads have
higher CTR …




        … but could be due to users closing ads.
December 10, 2012              ...
Facebook Mobile



           Source: TechCrunch, June 19, 2012


 Mobile ads are more effective from initial numbers; but...
Targeting Premium? No.
  • More social parameters to use for targeting means
    higher premium for ads?

  • How will use...
FB Default Privacy History

     December 10, 2012




Source: http://mattmckeon.com/facebook-privacy/

 … has already max...
Benchmark - ARPU
         AMZN EBAY GOOG         YHOO    BIDU   FB
           183      15   18      18      31    91   P/E...
Revenue per Time Spent
      LNKD              $1.30 per user/hour   Source: Forbes, July 26, 2012

      GOOG            ...
Dr. Augustine Fou – Chief Digital Strategist
 “I analyze trends and advise
 clients on getting out in front
 of them, rath...
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Facebook Sponsored Stories CTR and CPC by Augustine Fou

Some collected data on Facebook's ad types and benchmarks of the CTRs and CPCs.

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Facebook Sponsored Stories CTR and CPC by Augustine Fou

  1. 1. Facebook Sponsored Stories Click Through Rates (CTR) and Cost per Click (CPC) Dr. Augustine Fou, Founder Marketing Science Consulting Group, Inc. December 10, 2012 1
  2. 2. Sponsored Stories Initial tests are performing well, but … Source: TBG Digital July 2012 “Relying on tricking users into clicking ads in friends' feeds (Sponsored Stories) is not a sustainable revenue growth strategy.” December 10, 2012 2
  3. 3. Facebook ad types Post Ad CTR is 0.07% CPC is $0.24 Sponsored Story CTR is 0.07% CPC is $46 Web Ad CTR is 0.03% CPC is $0.59 Social Ad CTR is 0.04% CPC is $0.78 December 10, 2012 3
  4. 4. Facebook mobile ads have higher CTR … … but could be due to users closing ads. December 10, 2012 4
  5. 5. Facebook Mobile Source: TechCrunch, June 19, 2012 Mobile ads are more effective from initial numbers; but lower pageviews per session and lower ads per page will mean less revenue per user on mobile December 10, 2012 5
  6. 6. Targeting Premium? No. • More social parameters to use for targeting means higher premium for ads? • How will users react to FB using more of their personal data for targeting of ads? • So far, despite the greater use of demographic info for targeting, FB CPMs still lag the industry dramatically. = more revenue for FB? December 10, 2012 6
  7. 7. FB Default Privacy History December 10, 2012 Source: http://mattmckeon.com/facebook-privacy/ … has already maxed out revealing more user info to the public (i.e. advertisers)
  8. 8. Benchmark - ARPU AMZN EBAY GOOG YHOO BIDU FB 183 15 18 18 31 91 P/E ratio Facebook revenue per user - $4 – is lowest compared GOOG - $24 /user with other tech YHOO - $8 /user companies like Amazon, eBay, Goog FB - $4 /user le But FB’s P/E is 91, which is among the highest December 10, 2012 8
  9. 9. Revenue per Time Spent LNKD $1.30 per user/hour Source: Forbes, July 26, 2012 GOOG $0.35 per user/hour FB $0.06 per user/hour HBO $0.28 per user/hour Financial Times $3.66 per user/hour Facebook is LEAST efficient at monetizing users’ time spent, despite “theoretical” targeting advantage. December 10, 2012 9
  10. 10. Dr. Augustine Fou – Chief Digital Strategist “I analyze trends and advise clients on getting out in front of them, rather than be a victim to them.” FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT '95) AT AGE 23 ClickZ Articles: http://www.clickz.com/author/1151/augustine-fou Slideshares: http://www.slideshare.net/augustinefou LinkedIn: http://www.linkedin.com/in/augustinefou @acfou Augustine Fou
  • calumforsyth

    Mar. 27, 2013

Some collected data on Facebook's ad types and benchmarks of the CTRs and CPCs.

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