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© 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential 0713 
The Facebook Ads 
Benchmark Report
© 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential http://www.salesforcemarketingcloud.com/ 2 
The Facebook Ads Benchmark Report 
Table of Contents 
Introduction. 4 
Facebook Ad Type Benchmarks. 7 
Industry Benchmarks. 14 
Geographical Benchmarks. 19 
Conclusion. 33
© 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential 0713 
Introduction
© 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential http://www.salesforcemarketingcloud.com/ 4 
The Facebook Ads Benchmark Report 
Introduction 
Introduction 
Current and future social advertising trends continue to show an incredible amount of growth 
in the industry. Research in a recent BIA/Kelsey report suggests that the social ad market 
may reach $11 billion by 2017, up from $4.7 billion in 2012. The same report indicates that the 
social 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 while 
mobile represents 12% of people’s time spent consuming media, only 3% of United States 
advertising 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 Facebook 
have 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 research 
has become more important. Using Social.com data, Salesforce Marketing Cloud decided to benchmark performance and cost metrics 
for 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 performance 
• Average KPIs such as cost per click and click-through rate for your industry 
• Regional and country breakdown of performance and cost benchmarks for Facebook ads
© 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential http://www.salesforcemarketingcloud.com/ 5 
The Facebook Ads Benchmark Report 
Introduction 
Methodology 
• Data 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 on 
impressions. 
• All rates were converted to U.S. dollars using the average daily conversion rates during the reporting period. 
KPI Glossary 
Click-Through Rate (CTR) Number of clicks divided by number of impressions per ad 
Cost per Click (CPC) Total cost divided by number of clicks per ad 
Cost per Impression (CPM) Total cost divided by number of impressions per ad, multiplied by 1000 
Cost per App Install Total cost divided by number of App Installs per ad 
Cost per Page Like Total cost divided by number of Page Likes per ad 
App Install Rate Number of App Installs divided by number of impressions per ad 
Page Like Rate Number of Page Likes divided by number of impressions per ad
© 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential 0713 
Facebook Ad 
Type Benchmarks
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The Facebook Ads Benchmark Report 
Facebook Ad Type Benchmarks 
Facebook Ad Type Benchmarks 
When determining the right type of Facebook ad to use for your campaigns, there are a number 
of variables at play, including location, creative type, campaign goals, and more. Benchmarks 
for key metrics can help with your decision as well, which is why we chose to focus on this 
category in our research. 
External Website Ads 
Inline Like 
App Ad
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The Facebook Ads Benchmark Report 
Facebook Ad Type Benchmarks 
Page Post 
Mobile App Install 
Event RSVP
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The Facebook Ads Benchmark Report 
Facebook Ad Type Benchmarks 
Sponsored Page Like Story 
Sponsored App Action Story 
Sponsored Page Post Action Story
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The Facebook Ads Benchmark Report 
Facebook Ad Type Benchmarks 
Sponsored Page Post Like Story 
Sponsored Place Check In Story 
All photos in above charts from ‘Facebook Ads and Sponsored Stories Guide’
© 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential 0713 
Industry Benchmarks
© 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential http://www.salesforcemarketingcloud.com/ 12 
The Facebook Ads Benchmark Report 
Industry Benchmarks 
FACEBOOK AD TYPE PERFORMANCE AND COSTS 
CTR CPC CPM 
$0.00 $0.10 $0.20 $0.30 $0.40 $0.50 $0.60 $0 $1 $2 $3 $4 $5 $6 $7 
0.0% 0.5% 1.0% 1.5% 2.0% 2.5% 3.0% 3.5% 
Sponsored Place 
Check-In Story 
Sponsored Page Post 
Like Story 
Sponsored Page Post 
Action Story 
Sponsored Page 
Like Story 
Sponsored App 
Action Story 
Page Post 
Mobile App 
Install Ad 
Inline Like 
Event RSVP 
External 
Website Ad 
Application 0.04% $0.30 $0.20 
0.02% $0.22 $0.10 
0.02% $0.29 $0.15 
0.03% $0.19 $0.19 
1.72% $0.32 $5.68 
2.03% $0.23 $4.00 
0.34% $0.58 $1.91 
0.30% $0.39 $1.44 
2.13% $0.11 $3.64 
2.32% $0.15 $4.58 
3.20% $0.04 $6.27 
Average Click-Through Rate Average Cost per Click Average Cost per Impression 
• Click-through rates are well above average for several sponsored ad types, including Sponsored Place Check-In Stories and 
Sponsored 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 cost 
per impressions. 
• Mobile App Install Ads have above-average cost per click and cost per impression.
© 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential http://www.salesforcemarketingcloud.com/ 13 
The Facebook Ads Benchmark Report 
Industry Benchmarks 
SPONSORED STORY VS. NON-SPONSORED STORY PERFORMANCE 
$0.00 $0.30 $0.60 $0.90 $1.20 $1.50 0.00% 0.05% 0.10% 0.15% 0.20% 
Sponsored 
Page Like 
Inline Like 
Sponsored App 
Application 
PAGE L IKE APP INSTAL L 
$1.10 0.02% 
$1.37 0.12% 
$0.56 0.01% 
$0.80 0.17% 
Average Cost App Install or Page Like Average App Install or Page Like Rate 
• Sponsored App Action Stories cost 25% more per App Install compared to their non-sponsored counterpart but drive App Installs at 
a 5.7X higher rate. 
• Sponsored Page Like Stories cost 43% more per Page Like compared to their non-sponsored counterpart but are 13.7X more 
successful at acquiring the Page Like. 
Sponsored 
Non-Sponsored
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The Facebook Ads Benchmark Report 
Industry Benchmarks 
Industry Benchmarks 
How are your Facebook ads performing compared to the rest of the auto industry? Do you 
pay more or less for impressions than other CPG brands advertising on Facebook? Industry 
benchmarks are a great tool to determine where you sit in your vertical compared to your 
peers. Is your performance above or below the average? 
FACEBOOK AD PERFORMANCE AND COSTS BY INDUSTRY 
CTR CPC CPM 
0.00% 0.25% 0.50% 0.75% 1.00% $0.00 $0.10 $0.20 $0.30 $0.40 $0.00 $0.50 $1.00 $1.50 $2.00 
Travel and Leisure 
Telecommunications 
Technology 
Sports 
Publishing 
Other Online Services 
Non-Prot 
Health and Beauty 
General Retail 
Gaming 
Food and Beverage 
Finance 
Entertainment 
Deals 
Dating 
Consumer Packaged Goods 
Clothing and Fashion 
Automotive 
Advertising and Consulting 0.068% $0.22 $0.16 
0.297% $0.34 $0.66 
0.239% $0.21 $0.43 
0.386% $0.23 $1.89 
0.254% $0.08 $0.36 
0.217% $0.21 $0.65 
0.790% $0.22 $1.75 
0.255% $0.30 $0.82 
0.110% $0.30 $0.38 
0.293% $0.36 $0.98 
0.027% $0.38 $0.10 
0.502% $0.31 $1.39 
0.205% $0.20 $0.38 
0.165% $0.39 $0.23 
0.433% $0.36 $1.00 
0.919% $0.34 $1.39 
0.439% $0.26 $0.78 
0.205% $0.19 $0.52 
0.263% $0.35 $0.72 
Average Click-Through Rate Average Cost per Click Average Cost per Impression
© 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential http://www.salesforcemarketingcloud.com/ 15 
The Facebook Ads Benchmark Report 
Industry Benchmarks 
INDUSTRIES WITH HIGH AND LOW CTR RATES 
CTR CPC CPM 
0.00% 0.25% 0.50% 0.75% 1.00% 
Dating 
Deals 
Entertainment 
Publishing 
Health and Beauty 
General Retail 
Telecommunications 
LOW HIGH 
$0.00 $0.10 $0.20 $0.30 $0.40 $0.00 $0.50 $1.00 $1.50 $2.00 
0.919% $0.34 $1.39 
0.502% $0.31 $1.39 
0.433% $0.36 $1.00 
0.790% $0.22 $1.75 
0.439% $0.26 $0.78 
0.165% $0.39 $0.23 
0.027% $0.38 $0.10 
Average Click-Through Rate Average Cost per Click Average Cost per Impression 
• The telecommunications (2.8X above average), publishing (2.5X above average) and general retail (58% above average) industries 
show click-through rates and cost per impressions well above average. 
• Deal sites have a click-through rate 48% below average, while dating sites have a CTR 92% below average.
© 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential 0713 
Location Benchmarks
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The Facebook Ads Benchmark Report 
Location Benchmarks 
PAGE LIKE BENCHMARKS BY INDUSTRY 
$0.00 $0.20 $0.40 $0.60 $0.80 $1.00 $1.20 $1.40 $1.60 
Travel and Leisure 
Telecommunications 
Technology 
Sports 
Publishing 
Other Online Services 
Non-Prot 
Health and Beauty 
General Retail 
Gaming 
Food and Beverage 
Finance 
Entertainment 
Deals 
Consumer Packaged Goods 
Clothing and Fashion 
Automotive 
Advertising and Consulting 
0.00% 0.02% 0.04% 0.06% 0.08% 0.10% 0.12% 
$0.76 0.027% 
$1.13 0.050% 
$0.34 0.031% 
$0.58 0.046% 
$0.84 0.084% 
$0.54 0.029% 
$0.68 0.043% 
$0.65 0.046% 
$1.23 0.108% 
$0.38 0.016% 
$0.83 0.046% 
$1.17 0.050% 
$1.57 0.096% 
$0.56 0.030% 
$0.38 0.040% 
$1.08 0.026% 
$0.69 0.029% 
$0.87 0.021% 
Average Cost per Like Average Page Like Rate 
• This chart shows the Average Cost per Page Like and Average Page Like Rate per industry.
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The Facebook Ads Benchmark Report 
Location Benchmarks 
INDUSTRIES WITH HIGH AND LOW PAGE LIKE RATES 
$0.00 $0.50 $1.00 $1.50 $2.00 
Gaming 
Technology 
Non-Prot 
Food and Beverage 
Automotive 
Health and Beauty 
General Retail 
Telecommunications 
LOW HIGH 
0.00% 0.02% 0.04% 0.06% 0.08% 0.10% 0.12% 
$1.57 0.096% 
$1.23 0.108% 
$1.17 0.050% 
$1.13 0.050% 
$0.34 0.031% 
$0.38 0.040% 
$0.38 0.016% 
$0.54 0.029% 
Average Cost per Page Like Average Page Like Rate 
• Telecommunications, general retail, health and beauty, and automotive Facebook ads have a higher cost to obtain fans, but all 
acquire fans at above average rates. 
• At $0.34, food and beverage Facebook ads have the lowest Cost per Page Like rate, followed by non-profit, technology 
and gaming.
© 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential http://www.salesforcemarketingcloud.com/ 19 
The Facebook Ads Benchmark Report 
Location Benchmarks 
Geographical Benchmarks 
We researched the top 25 countries globally, based on Facebook advertising impressions, and 
analyzed key metrics for each of them, in addition to the top five countries based on impressions 
in the Americas, EMEA and APAC. As you look to advertise in particular countries and optimize 
your campaigns moving forward, these benchmarks can give you a great idea of whether you are 
advertising efficiently or need to improve based on the overall averages within your target market. 
Top 25 Country Benchmarks
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The Facebook Ads Benchmark Report 
Location Benchmarks 
FACEBOOK AD PERFORMANCE FOR TOP 25 COUNTRIES 
CTR CPC CPM 
0% 0.5% 1.0% 1.5% 2.0% 2.5% 
Venezuela 
United States 
United Kingdom 
Turkey 
Taiwan 
Sweden 
Spain 
South Africa 
Romania 
Portugal 
Poland 
Netherlands 
Mexico 
Malaysia 
Italy 
Greece 
Germany 
France 
Denmark 
Canada 
Bulgaria 
Brazil 
Belgium 
Australia 
Argentina 
$0.00 $0.10 $0.20 $0.30 $0.40 $0.50 $0.60 $0.00 $0.50 $1.00 $1.50 $2.00 
0.159% 
0.207% 
0.706% 
0.524% 
0.257% 
0.375% 
0.424% 
0.283% 
0.276% 
$0.07 $0.18 
$0.08 $0.34 
$0.51 $1.67 
$0.06 $0.27 
$0.08 $0.25 
$0.10 $0.33 
$0.12 $0.70 
$0.07 $0.18 
$0.09 $0.33 
0.313% 
1.018% 
0.172% 
0.439% 
0.640% 
0.539% 
0.739% 
0.327% 
$0.38 $1.11 
$0.03 $0.20 
$0.11 $0.34 
$0.17 $0.64 
$0.36 $1.36 
$0.04 $0.15 
$0.40 $1.81 
$0.35 $0.79 
0.430% 
0.235% 
0.422% 
0.788% 
0.418% 
0.332% 
2.126% 
0.171% 
$0.24 $0.57 
$0.31 $0.82 
$0.29 $0.73 
$0.10 $0.50 
$0.10 $0.40 
$0.39 $0.86 
$0.11 $1.50 
$0.24 $0.67 
Average Click-Through Rate Average Cost per Click Average Cost per Impression
© 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential http://www.salesforcemarketingcloud.com/ 21 
The Facebook Ads Benchmark Report 
Location Benchmarks 
COUNTRIES WITH HIGH CLICK-THROUGH RATE 
CTR CPC CPM 
0% 0.5% 1.0% 1.5% 2.0% 2.5% 
Malaysia 
Bulgaria 
Sweden 
Denmark 
Taiwan 
$0.00 $0.10 $0.20 $0.30 $0.40 $0.50 $0.60 $0.00 $0.50 $1.00 $1.50 $2.00 
2.126% $0.11 $1.50 
0.706% $0.51 $1.67 
0.739% $0.40 $1.81 
1.018% $0.03 $0.20 
0.788% $0.10 $0.50 
Average Click-Through Rate Average Cost per Click Average Cost per Impression 
• Taiwan’s 2.13% CTR is 4.3X higher than the overall countries average. 
• Denmark and Sweden have high CTRs, but higher than average CPC and CPM rates.
© 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential http://www.salesforcemarketingcloud.com/ 22 
The Facebook Ads Benchmark Report 
Location Benchmarks 
APP INSTALL PERFORMANCE AND COSTS BY COUNTRY 
$0.00 $0.50 $1.00 $1.50 $2.00 $2.50 
Romania 
Turkey 
Brazil 
Canada 
Portugal 
United States 
Venezuela 
United Kingdom 
Taiwan 
Sweden 
Spain 
South Africa 
Poland 
Netherlands 
Mexico 
Malaysia 
Italy 
Greece 
Germany 
France 
Denmark 
Bulgaria 
Belgium 
Australia 
Argentina 
0% 0.01% 0.02% 0.03% 0.04% 
$0.55 
$0.15 
$1.00 
$0.89 
$0.52 
$0.91 
$0.41 
$1.71 
$0.14 
0.024% 
0.002% 
0.017% 
0.015% 
0.017% 
0.037% 
0.011% 
0.024% 
0.025% 
$1.45 
$0.65 
$1.64 
$0.54 
$2.46 
$0.26 
$1.40 
$0.51 
0.023% 
0.012% 
0.010% 
0.017% 
0.022% 
0.013% 
0.040% 
0.034% 
$1.36 
$0.75 
$0.61 
$1.18 
$1.37 
$1.16 
$1.38 
$0.45 
0.013% 
0.021% 
0.019% 
0.022% 
0.022% 
0.021% 
0.032% 
0.030% 
Average Cost per App Install Average App Install Rate
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The Facebook Ads Benchmark Report 
Location Benchmarks 
HIGH APP INSTALL RATE BY COUNTRY 
$0.00 $0.50 $1.00 $1.50 $20.0%0 0.01% 0.02% 0.03% 0.04% 
Canada 
Portugal 
Brazil 
Sweden 
United States $1.40 0.040% 
$0.91 0.037% 
$0.51 0.034% 
$1.38 0.032% 
$1.71 0.024% 
Average Cost per App Install Average App Install Rate 
• Facebook users in the United States, Sweden, Brazil, Portugal and Canada are more likely to install an app, but with the exception 
of Sweden and Brazil, this is paired with a high cost per app install.
© 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential http://www.salesforcemarketingcloud.com/ 24 
The Facebook Ads Benchmark Report 
Location Benchmarks 
REGIONAL PERFORMANCE AND COST COMPARISON FOR AMERICAS, APAC AND EMEA 
CTR CPC CPM 
0.00% 0.10% 0.20% 0.30% 0.40% 0.50% 0.60% 
EMEA 
APAC 
Americas 
$0.00 $0.05 $0.10 $0.15 $0.20 $0.25 $0.30 $0.00 $0.20 $0.40 $0.60 $0.80 $10.0 $1.20 
0.18% $0.24 $0.66 
0.52% $0.30 $1.02 
0.27% $0.21 $0.52 
Average Click-Through Rate Average Cost per Click Average Cost per Impression 
$0.00 $0.20 $0.04 $0.60 $0.80 $1.00 $1.20 $1.40 
EMEA 
APAC 
Americas 
EMEA 
APAC 
Americas 
PAGE L IKE APP INSTAL L 
0% 0.01% 0.02% 0.03% 0.04% 0.05% 0.06% 0.07% 
$1.32 0.035% 
$1.18 0.022% 
$1.03 0.023% 
$0.66 0.067% 
$0.80 0.069% 
$0.44 0.017% 
Average Cost App Install or Page Like Average App Install or Page Like Rate 
• APAC region sees high CTR (61% above average), and Page Like Rate is 35% above average. Yet in terms of cost in APAC, CPC is 
21% above average, CPM is 39% above average and Cost per Page Like is 26% above average. 
• EMEA region has a 55% higher CTR than the Americas, as well as a 15% below-average CPC and 29% below-average CPM. 
EMEA also the cheapest in Cost per App Install and Page Like. 
• The Americas and APAC also have high Page Like Rates, but they are a more expensive region than EMEA.
© 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential http://www.salesforcemarketingcloud.com/ 25 
The Facebook Ads Benchmark Report 
Location Benchmarks 
FACEBOOK AD PERFORMANCE AND COSTS IN THE AMERICAS 
United States 
Cost per App Install: $1.40 CTR: 0.17% 
App Install Rate: 0.040% CPC: $0.24 
Cost Per Page Like: $0.64 CPM: $0.67 
Page Like Rate: 0.068% 
Brazil 
Cost per App Install: $0.51 CTR: 0.21% 
App Install Rate: 0.034% CPC: $0.08 
Cost Per Page Like: $0.32 CPM: $0.34 
Page Like Rate: 0.080% 
Venezuela 
Cost per App Install: $0.41 CTR: 0.28% 
App Install Rate: 0.011% CPC: $0.09 
CPM: $0.33 
Argentina 
Cost per App Install: $0.55 CTR: 0.16% 
App Install Rate: 0.024% CPC: $0.07 
Cost Per Page Like: $0.40 CPM: $0.18 
Page Like Rate: 0.028% 
Canada 
Cost per App Install: $1.71 CTR: 0.24% 
App Install Rate: 0.024% CPC: $0.31 
Cost Per Page Like: $1.26 CPM: $0.82 
Page Like Rate: 0.047% 
• Canada and the United States are the most expensive targeted countries within the region, with KPIs 50%+ higher than average 
across the board. 
• Clicks and impressions are very affordable in Venezuela, Brazil and Argentina.
© 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential http://www.salesforcemarketingcloud.com/ 26 
The Facebook Ads Benchmark Report 
Location Benchmarks 
HEAD-TO-HEAD: CANADA VS. U.S. 
$0.00 $0.50 $1.00 $1.50 $2.00 0.00% 0.02% 0.04% 0.06% 0.08% 
United States 
Canada 
United States 
Canada 
PAGE L IKE APP INSTAL L 
$1.71 0.02% 
$1.40 0.04% 
$1.26 0.05% 
$0.64 0.07% 
Average Cost App Install or Page Like Average App Install or Page Like Rate 
• Canada has the second-highest CTR in the Americas, but it is not the best market for app install or Page likes. App Installs are 23% 
more expensive than the United States and Canada has 40% lower app install rate than the United States. 
• Page Likes in Canada are 2X more expensive than the U.S. and 30% lower Page likes rates than the U.S.
© 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential http://www.salesforcemarketingcloud.com/ 27 
The Facebook Ads Benchmark Report 
Location Benchmarks 
FACEBOOK AD PERFORMANCE AND COSTS IN APAC 
Australia 
Cost per App Install: $1.45 CTR: 0.31% 
App Install Rate: 0.023% CPC: $0.38 
Cost per Page Like: $0.85 CPM: $1.11 
Page Like Rate: 0.075% 
Singapore 
Cost per App Install: $0.94 CTR: 0.70% 
App Install Rate: 0.037% CPC: $0.32 
Cost per Page Like: $1.08 CPM: $1.37 
Page Like Rate: 0.031% 
Taiwan 
Cost per App Install: $0.26 CTR: 2.13% 
App Install Rate: 0.013% CPC: $0.11 
Cost per Page Like: $0.25 CPM: $1.50 
Page Like Rate: 0.073% Vietnam 
Cost per App Install: $0.90 CTR: 1.55% 
App Install Rate: 0.008% CPC: $0.05 
Cost per Page Like: $0.24 CPM: $0.96 
Page Like Rate: 0.013% 
Malaysia 
Cost per App Install: $0.89 CTR: 0.79% 
App Install Rate: 0.015% CPC: $0.10 
Cost per Page Like: $0.48 CPM: $0.50 
Page Like Rate: 0.071% 
• Australia and Singapore have the highest CPC at 96% and 67% above average, respectively. 
• App Install Cost for Australia is 64% above average. 
• Page Like Costs for Australia and Singapore are 46% and 86% above average, respectively.
© 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential http://www.salesforcemarketingcloud.com/ 28 
The Facebook Ads Benchmark Report 
Location Benchmarks 
FACEBOOK AD PERFORMANCE AND COSTS IN EMEA 
United Kingdom 
Cost per App Install: $1.16 CTR: 0.33% 
App Install Rate: 0.021% CPC: $0.35 
Cost per Page Like: $1.15 CPM: $0.79 
Page Like Rate: 0.031% 
France 
Cost per App Install: $0.75 CTR: 0.17% 
App Install Rate: 0.021% CPC: $0.11 
Cost per Page Like: $0.19 CPM: $0.34 
Page Like Rate: 0.009% 
South Africa 
Cost per App Install: $2.46 CTR: 0.33% 
App Install Rate: 0.022% CPC: $0.39 
Cost Per Page Like: $0.55 CPM: $0.86 
Page Like Rate: 0.033% 
Germany 
Cost per App Install: $1.00 CTR: 0.42% 
App Install Rate: 0.017% CPC: $0.29 
Cost per Page Like: $1.22 CPM: $0.73 
Page Like Rate: 0.025% 
Turkey 
Cost per App Install: $0.45 CTR: 0.28% 
App Install Rate: 0.030% CPC: $0.07 
Cost Per Page Like: $0.20 CPM: $0.18 
Page Like Rate: 0.030% 
• South Africa has the highest costs in EMEA, as its CPC, CPM and Average Cost per App Install are all significantly above average. 
• France has lower-than-average CPC, CPM, Cost per App Install and Cost per Page Likes.
© 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential 0713 
Conclusion
© 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential http://www.salesforcemarketingcloud.com/ 30 
The Facebook Ads Benchmark Report 
Have questions? Contact us: 
W www.salesforcemarketingcloud.com E marketingcloud@salesforce.com @marketingcloud T 1-888-672-3426 
Conclusion 
Conclusion 
With the global footprint of Salesforce Marketing Cloud and Social.com, we sought to provide 
a benchmarking report for broad trends in the social advertising industry. Spending advertising 
money without first looking at overarching data is akin to wasting money, particularly in an 
industry rich with statistics to help guide you. Our benchmarks provide a baseline for you to 
measure your own performance and costs against the performance and costs of others in your 
country, region and industry. With this knowledge, you can begin to understand where to focus 
your optimization efforts within a particular market, and ultimately receive more return for your 
advertising dollar.

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Salesforce Facebook Ads Benchmark Report

  • 1. © 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential 0713 The Facebook Ads Benchmark Report
  • 2. © 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential http://www.salesforcemarketingcloud.com/ 2 The Facebook Ads Benchmark Report Table of Contents Introduction. 4 Facebook Ad Type Benchmarks. 7 Industry Benchmarks. 14 Geographical Benchmarks. 19 Conclusion. 33
  • 3. © 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential 0713 Introduction
  • 4. © 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential http://www.salesforcemarketingcloud.com/ 4 The Facebook Ads Benchmark Report Introduction Introduction Current and future social advertising trends continue to show an incredible amount of growth in the industry. Research in a recent BIA/Kelsey report suggests that the social ad market may reach $11 billion by 2017, up from $4.7 billion in 2012. The same report indicates that the social 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 while mobile represents 12% of people’s time spent consuming media, only 3% of United States advertising 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 Facebook have 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 research has become more important. Using Social.com data, Salesforce Marketing Cloud decided to benchmark performance and cost metrics for 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 performance • Average KPIs such as cost per click and click-through rate for your industry • Regional and country breakdown of performance and cost benchmarks for Facebook ads
  • 5. © 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential http://www.salesforcemarketingcloud.com/ 5 The Facebook Ads Benchmark Report Introduction Methodology • Data 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 on impressions. • All rates were converted to U.S. dollars using the average daily conversion rates during the reporting period. KPI Glossary Click-Through Rate (CTR) Number of clicks divided by number of impressions per ad Cost per Click (CPC) Total cost divided by number of clicks per ad Cost per Impression (CPM) Total cost divided by number of impressions per ad, multiplied by 1000 Cost per App Install Total cost divided by number of App Installs per ad Cost per Page Like Total cost divided by number of Page Likes per ad App Install Rate Number of App Installs divided by number of impressions per ad Page Like Rate Number of Page Likes divided by number of impressions per ad
  • 6. © 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential 0713 Facebook Ad Type Benchmarks
  • 7. © 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential http://www.salesforcemarketingcloud.com/ 7 The Facebook Ads Benchmark Report Facebook Ad Type Benchmarks Facebook Ad Type Benchmarks When determining the right type of Facebook ad to use for your campaigns, there are a number of variables at play, including location, creative type, campaign goals, and more. Benchmarks for key metrics can help with your decision as well, which is why we chose to focus on this category in our research. External Website Ads Inline Like App Ad
  • 8. © 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential http://www.salesforcemarketingcloud.com/ 8 The Facebook Ads Benchmark Report Facebook Ad Type Benchmarks Page Post Mobile App Install Event RSVP
  • 9. © 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential http://www.salesforcemarketingcloud.com/ 9 The Facebook Ads Benchmark Report Facebook Ad Type Benchmarks Sponsored Page Like Story Sponsored App Action Story Sponsored Page Post Action Story
  • 10. © 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential http://www.salesforcemarketingcloud.com/ 10 The Facebook Ads Benchmark Report Facebook Ad Type Benchmarks Sponsored Page Post Like Story Sponsored Place Check In Story All photos in above charts from ‘Facebook Ads and Sponsored Stories Guide’
  • 11. © 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential 0713 Industry Benchmarks
  • 12. © 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential http://www.salesforcemarketingcloud.com/ 12 The Facebook Ads Benchmark Report Industry Benchmarks FACEBOOK AD TYPE PERFORMANCE AND COSTS CTR CPC CPM $0.00 $0.10 $0.20 $0.30 $0.40 $0.50 $0.60 $0 $1 $2 $3 $4 $5 $6 $7 0.0% 0.5% 1.0% 1.5% 2.0% 2.5% 3.0% 3.5% Sponsored Place Check-In Story Sponsored Page Post Like Story Sponsored Page Post Action Story Sponsored Page Like Story Sponsored App Action Story Page Post Mobile App Install Ad Inline Like Event RSVP External Website Ad Application 0.04% $0.30 $0.20 0.02% $0.22 $0.10 0.02% $0.29 $0.15 0.03% $0.19 $0.19 1.72% $0.32 $5.68 2.03% $0.23 $4.00 0.34% $0.58 $1.91 0.30% $0.39 $1.44 2.13% $0.11 $3.64 2.32% $0.15 $4.58 3.20% $0.04 $6.27 Average Click-Through Rate Average Cost per Click Average Cost per Impression • Click-through rates are well above average for several sponsored ad types, including Sponsored Place Check-In Stories and Sponsored 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 cost per impressions. • Mobile App Install Ads have above-average cost per click and cost per impression.
  • 13. © 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential http://www.salesforcemarketingcloud.com/ 13 The Facebook Ads Benchmark Report Industry Benchmarks SPONSORED STORY VS. NON-SPONSORED STORY PERFORMANCE $0.00 $0.30 $0.60 $0.90 $1.20 $1.50 0.00% 0.05% 0.10% 0.15% 0.20% Sponsored Page Like Inline Like Sponsored App Application PAGE L IKE APP INSTAL L $1.10 0.02% $1.37 0.12% $0.56 0.01% $0.80 0.17% Average Cost App Install or Page Like Average App Install or Page Like Rate • Sponsored App Action Stories cost 25% more per App Install compared to their non-sponsored counterpart but drive App Installs at a 5.7X higher rate. • Sponsored Page Like Stories cost 43% more per Page Like compared to their non-sponsored counterpart but are 13.7X more successful at acquiring the Page Like. Sponsored Non-Sponsored
  • 14. © 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential http://www.salesforcemarketingcloud.com/ 14 The Facebook Ads Benchmark Report Industry Benchmarks Industry Benchmarks How are your Facebook ads performing compared to the rest of the auto industry? Do you pay more or less for impressions than other CPG brands advertising on Facebook? Industry benchmarks are a great tool to determine where you sit in your vertical compared to your peers. Is your performance above or below the average? FACEBOOK AD PERFORMANCE AND COSTS BY INDUSTRY CTR CPC CPM 0.00% 0.25% 0.50% 0.75% 1.00% $0.00 $0.10 $0.20 $0.30 $0.40 $0.00 $0.50 $1.00 $1.50 $2.00 Travel and Leisure Telecommunications Technology Sports Publishing Other Online Services Non-Prot Health and Beauty General Retail Gaming Food and Beverage Finance Entertainment Deals Dating Consumer Packaged Goods Clothing and Fashion Automotive Advertising and Consulting 0.068% $0.22 $0.16 0.297% $0.34 $0.66 0.239% $0.21 $0.43 0.386% $0.23 $1.89 0.254% $0.08 $0.36 0.217% $0.21 $0.65 0.790% $0.22 $1.75 0.255% $0.30 $0.82 0.110% $0.30 $0.38 0.293% $0.36 $0.98 0.027% $0.38 $0.10 0.502% $0.31 $1.39 0.205% $0.20 $0.38 0.165% $0.39 $0.23 0.433% $0.36 $1.00 0.919% $0.34 $1.39 0.439% $0.26 $0.78 0.205% $0.19 $0.52 0.263% $0.35 $0.72 Average Click-Through Rate Average Cost per Click Average Cost per Impression
  • 15. © 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential http://www.salesforcemarketingcloud.com/ 15 The Facebook Ads Benchmark Report Industry Benchmarks INDUSTRIES WITH HIGH AND LOW CTR RATES CTR CPC CPM 0.00% 0.25% 0.50% 0.75% 1.00% Dating Deals Entertainment Publishing Health and Beauty General Retail Telecommunications LOW HIGH $0.00 $0.10 $0.20 $0.30 $0.40 $0.00 $0.50 $1.00 $1.50 $2.00 0.919% $0.34 $1.39 0.502% $0.31 $1.39 0.433% $0.36 $1.00 0.790% $0.22 $1.75 0.439% $0.26 $0.78 0.165% $0.39 $0.23 0.027% $0.38 $0.10 Average Click-Through Rate Average Cost per Click Average Cost per Impression • The telecommunications (2.8X above average), publishing (2.5X above average) and general retail (58% above average) industries show click-through rates and cost per impressions well above average. • Deal sites have a click-through rate 48% below average, while dating sites have a CTR 92% below average.
  • 16. © 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential 0713 Location Benchmarks
  • 17. © 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential http://www.salesforcemarketingcloud.com/ 17 The Facebook Ads Benchmark Report Location Benchmarks PAGE LIKE BENCHMARKS BY INDUSTRY $0.00 $0.20 $0.40 $0.60 $0.80 $1.00 $1.20 $1.40 $1.60 Travel and Leisure Telecommunications Technology Sports Publishing Other Online Services Non-Prot Health and Beauty General Retail Gaming Food and Beverage Finance Entertainment Deals Consumer Packaged Goods Clothing and Fashion Automotive Advertising and Consulting 0.00% 0.02% 0.04% 0.06% 0.08% 0.10% 0.12% $0.76 0.027% $1.13 0.050% $0.34 0.031% $0.58 0.046% $0.84 0.084% $0.54 0.029% $0.68 0.043% $0.65 0.046% $1.23 0.108% $0.38 0.016% $0.83 0.046% $1.17 0.050% $1.57 0.096% $0.56 0.030% $0.38 0.040% $1.08 0.026% $0.69 0.029% $0.87 0.021% Average Cost per Like Average Page Like Rate • This chart shows the Average Cost per Page Like and Average Page Like Rate per industry.
  • 18. © 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential http://www.salesforcemarketingcloud.com/ 18 The Facebook Ads Benchmark Report Location Benchmarks INDUSTRIES WITH HIGH AND LOW PAGE LIKE RATES $0.00 $0.50 $1.00 $1.50 $2.00 Gaming Technology Non-Prot Food and Beverage Automotive Health and Beauty General Retail Telecommunications LOW HIGH 0.00% 0.02% 0.04% 0.06% 0.08% 0.10% 0.12% $1.57 0.096% $1.23 0.108% $1.17 0.050% $1.13 0.050% $0.34 0.031% $0.38 0.040% $0.38 0.016% $0.54 0.029% Average Cost per Page Like Average Page Like Rate • Telecommunications, general retail, health and beauty, and automotive Facebook ads have a higher cost to obtain fans, but all acquire fans at above average rates. • At $0.34, food and beverage Facebook ads have the lowest Cost per Page Like rate, followed by non-profit, technology and gaming.
  • 19. © 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential http://www.salesforcemarketingcloud.com/ 19 The Facebook Ads Benchmark Report Location Benchmarks Geographical Benchmarks We researched the top 25 countries globally, based on Facebook advertising impressions, and analyzed key metrics for each of them, in addition to the top five countries based on impressions in the Americas, EMEA and APAC. As you look to advertise in particular countries and optimize your campaigns moving forward, these benchmarks can give you a great idea of whether you are advertising efficiently or need to improve based on the overall averages within your target market. Top 25 Country Benchmarks
  • 20. © 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential http://www.salesforcemarketingcloud.com/ 20 The Facebook Ads Benchmark Report Location Benchmarks FACEBOOK AD PERFORMANCE FOR TOP 25 COUNTRIES CTR CPC CPM 0% 0.5% 1.0% 1.5% 2.0% 2.5% Venezuela United States United Kingdom Turkey Taiwan Sweden Spain South Africa Romania Portugal Poland Netherlands Mexico Malaysia Italy Greece Germany France Denmark Canada Bulgaria Brazil Belgium Australia Argentina $0.00 $0.10 $0.20 $0.30 $0.40 $0.50 $0.60 $0.00 $0.50 $1.00 $1.50 $2.00 0.159% 0.207% 0.706% 0.524% 0.257% 0.375% 0.424% 0.283% 0.276% $0.07 $0.18 $0.08 $0.34 $0.51 $1.67 $0.06 $0.27 $0.08 $0.25 $0.10 $0.33 $0.12 $0.70 $0.07 $0.18 $0.09 $0.33 0.313% 1.018% 0.172% 0.439% 0.640% 0.539% 0.739% 0.327% $0.38 $1.11 $0.03 $0.20 $0.11 $0.34 $0.17 $0.64 $0.36 $1.36 $0.04 $0.15 $0.40 $1.81 $0.35 $0.79 0.430% 0.235% 0.422% 0.788% 0.418% 0.332% 2.126% 0.171% $0.24 $0.57 $0.31 $0.82 $0.29 $0.73 $0.10 $0.50 $0.10 $0.40 $0.39 $0.86 $0.11 $1.50 $0.24 $0.67 Average Click-Through Rate Average Cost per Click Average Cost per Impression
  • 21. © 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential http://www.salesforcemarketingcloud.com/ 21 The Facebook Ads Benchmark Report Location Benchmarks COUNTRIES WITH HIGH CLICK-THROUGH RATE CTR CPC CPM 0% 0.5% 1.0% 1.5% 2.0% 2.5% Malaysia Bulgaria Sweden Denmark Taiwan $0.00 $0.10 $0.20 $0.30 $0.40 $0.50 $0.60 $0.00 $0.50 $1.00 $1.50 $2.00 2.126% $0.11 $1.50 0.706% $0.51 $1.67 0.739% $0.40 $1.81 1.018% $0.03 $0.20 0.788% $0.10 $0.50 Average Click-Through Rate Average Cost per Click Average Cost per Impression • Taiwan’s 2.13% CTR is 4.3X higher than the overall countries average. • Denmark and Sweden have high CTRs, but higher than average CPC and CPM rates.
  • 22. © 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential http://www.salesforcemarketingcloud.com/ 22 The Facebook Ads Benchmark Report Location Benchmarks APP INSTALL PERFORMANCE AND COSTS BY COUNTRY $0.00 $0.50 $1.00 $1.50 $2.00 $2.50 Romania Turkey Brazil Canada Portugal United States Venezuela United Kingdom Taiwan Sweden Spain South Africa Poland Netherlands Mexico Malaysia Italy Greece Germany France Denmark Bulgaria Belgium Australia Argentina 0% 0.01% 0.02% 0.03% 0.04% $0.55 $0.15 $1.00 $0.89 $0.52 $0.91 $0.41 $1.71 $0.14 0.024% 0.002% 0.017% 0.015% 0.017% 0.037% 0.011% 0.024% 0.025% $1.45 $0.65 $1.64 $0.54 $2.46 $0.26 $1.40 $0.51 0.023% 0.012% 0.010% 0.017% 0.022% 0.013% 0.040% 0.034% $1.36 $0.75 $0.61 $1.18 $1.37 $1.16 $1.38 $0.45 0.013% 0.021% 0.019% 0.022% 0.022% 0.021% 0.032% 0.030% Average Cost per App Install Average App Install Rate
  • 23. © 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential http://www.salesforcemarketingcloud.com/ 23 The Facebook Ads Benchmark Report Location Benchmarks HIGH APP INSTALL RATE BY COUNTRY $0.00 $0.50 $1.00 $1.50 $20.0%0 0.01% 0.02% 0.03% 0.04% Canada Portugal Brazil Sweden United States $1.40 0.040% $0.91 0.037% $0.51 0.034% $1.38 0.032% $1.71 0.024% Average Cost per App Install Average App Install Rate • Facebook users in the United States, Sweden, Brazil, Portugal and Canada are more likely to install an app, but with the exception of Sweden and Brazil, this is paired with a high cost per app install.
  • 24. © 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential http://www.salesforcemarketingcloud.com/ 24 The Facebook Ads Benchmark Report Location Benchmarks REGIONAL PERFORMANCE AND COST COMPARISON FOR AMERICAS, APAC AND EMEA CTR CPC CPM 0.00% 0.10% 0.20% 0.30% 0.40% 0.50% 0.60% EMEA APAC Americas $0.00 $0.05 $0.10 $0.15 $0.20 $0.25 $0.30 $0.00 $0.20 $0.40 $0.60 $0.80 $10.0 $1.20 0.18% $0.24 $0.66 0.52% $0.30 $1.02 0.27% $0.21 $0.52 Average Click-Through Rate Average Cost per Click Average Cost per Impression $0.00 $0.20 $0.04 $0.60 $0.80 $1.00 $1.20 $1.40 EMEA APAC Americas EMEA APAC Americas PAGE L IKE APP INSTAL L 0% 0.01% 0.02% 0.03% 0.04% 0.05% 0.06% 0.07% $1.32 0.035% $1.18 0.022% $1.03 0.023% $0.66 0.067% $0.80 0.069% $0.44 0.017% Average Cost App Install or Page Like Average App Install or Page Like Rate • APAC region sees high CTR (61% above average), and Page Like Rate is 35% above average. Yet in terms of cost in APAC, CPC is 21% above average, CPM is 39% above average and Cost per Page Like is 26% above average. • EMEA region has a 55% higher CTR than the Americas, as well as a 15% below-average CPC and 29% below-average CPM. EMEA also the cheapest in Cost per App Install and Page Like. • The Americas and APAC also have high Page Like Rates, but they are a more expensive region than EMEA.
  • 25. © 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential http://www.salesforcemarketingcloud.com/ 25 The Facebook Ads Benchmark Report Location Benchmarks FACEBOOK AD PERFORMANCE AND COSTS IN THE AMERICAS United States Cost per App Install: $1.40 CTR: 0.17% App Install Rate: 0.040% CPC: $0.24 Cost Per Page Like: $0.64 CPM: $0.67 Page Like Rate: 0.068% Brazil Cost per App Install: $0.51 CTR: 0.21% App Install Rate: 0.034% CPC: $0.08 Cost Per Page Like: $0.32 CPM: $0.34 Page Like Rate: 0.080% Venezuela Cost per App Install: $0.41 CTR: 0.28% App Install Rate: 0.011% CPC: $0.09 CPM: $0.33 Argentina Cost per App Install: $0.55 CTR: 0.16% App Install Rate: 0.024% CPC: $0.07 Cost Per Page Like: $0.40 CPM: $0.18 Page Like Rate: 0.028% Canada Cost per App Install: $1.71 CTR: 0.24% App Install Rate: 0.024% CPC: $0.31 Cost Per Page Like: $1.26 CPM: $0.82 Page Like Rate: 0.047% • Canada and the United States are the most expensive targeted countries within the region, with KPIs 50%+ higher than average across the board. • Clicks and impressions are very affordable in Venezuela, Brazil and Argentina.
  • 26. © 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential http://www.salesforcemarketingcloud.com/ 26 The Facebook Ads Benchmark Report Location Benchmarks HEAD-TO-HEAD: CANADA VS. U.S. $0.00 $0.50 $1.00 $1.50 $2.00 0.00% 0.02% 0.04% 0.06% 0.08% United States Canada United States Canada PAGE L IKE APP INSTAL L $1.71 0.02% $1.40 0.04% $1.26 0.05% $0.64 0.07% Average Cost App Install or Page Like Average App Install or Page Like Rate • Canada has the second-highest CTR in the Americas, but it is not the best market for app install or Page likes. App Installs are 23% more expensive than the United States and Canada has 40% lower app install rate than the United States. • Page Likes in Canada are 2X more expensive than the U.S. and 30% lower Page likes rates than the U.S.
  • 27. © 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential http://www.salesforcemarketingcloud.com/ 27 The Facebook Ads Benchmark Report Location Benchmarks FACEBOOK AD PERFORMANCE AND COSTS IN APAC Australia Cost per App Install: $1.45 CTR: 0.31% App Install Rate: 0.023% CPC: $0.38 Cost per Page Like: $0.85 CPM: $1.11 Page Like Rate: 0.075% Singapore Cost per App Install: $0.94 CTR: 0.70% App Install Rate: 0.037% CPC: $0.32 Cost per Page Like: $1.08 CPM: $1.37 Page Like Rate: 0.031% Taiwan Cost per App Install: $0.26 CTR: 2.13% App Install Rate: 0.013% CPC: $0.11 Cost per Page Like: $0.25 CPM: $1.50 Page Like Rate: 0.073% Vietnam Cost per App Install: $0.90 CTR: 1.55% App Install Rate: 0.008% CPC: $0.05 Cost per Page Like: $0.24 CPM: $0.96 Page Like Rate: 0.013% Malaysia Cost per App Install: $0.89 CTR: 0.79% App Install Rate: 0.015% CPC: $0.10 Cost per Page Like: $0.48 CPM: $0.50 Page Like Rate: 0.071% • Australia and Singapore have the highest CPC at 96% and 67% above average, respectively. • App Install Cost for Australia is 64% above average. • Page Like Costs for Australia and Singapore are 46% and 86% above average, respectively.
  • 28. © 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential http://www.salesforcemarketingcloud.com/ 28 The Facebook Ads Benchmark Report Location Benchmarks FACEBOOK AD PERFORMANCE AND COSTS IN EMEA United Kingdom Cost per App Install: $1.16 CTR: 0.33% App Install Rate: 0.021% CPC: $0.35 Cost per Page Like: $1.15 CPM: $0.79 Page Like Rate: 0.031% France Cost per App Install: $0.75 CTR: 0.17% App Install Rate: 0.021% CPC: $0.11 Cost per Page Like: $0.19 CPM: $0.34 Page Like Rate: 0.009% South Africa Cost per App Install: $2.46 CTR: 0.33% App Install Rate: 0.022% CPC: $0.39 Cost Per Page Like: $0.55 CPM: $0.86 Page Like Rate: 0.033% Germany Cost per App Install: $1.00 CTR: 0.42% App Install Rate: 0.017% CPC: $0.29 Cost per Page Like: $1.22 CPM: $0.73 Page Like Rate: 0.025% Turkey Cost per App Install: $0.45 CTR: 0.28% App Install Rate: 0.030% CPC: $0.07 Cost Per Page Like: $0.20 CPM: $0.18 Page Like Rate: 0.030% • South Africa has the highest costs in EMEA, as its CPC, CPM and Average Cost per App Install are all significantly above average. • France has lower-than-average CPC, CPM, Cost per App Install and Cost per Page Likes.
  • 29. © 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential 0713 Conclusion
  • 30. © 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential http://www.salesforcemarketingcloud.com/ 30 The Facebook Ads Benchmark Report Have questions? Contact us: W www.salesforcemarketingcloud.com E marketingcloud@salesforce.com @marketingcloud T 1-888-672-3426 Conclusion Conclusion With the global footprint of Salesforce Marketing Cloud and Social.com, we sought to provide a benchmarking report for broad trends in the social advertising industry. Spending advertising money without first looking at overarching data is akin to wasting money, particularly in an industry rich with statistics to help guide you. Our benchmarks provide a baseline for you to measure your own performance and costs against the performance and costs of others in your country, region and industry. With this knowledge, you can begin to understand where to focus your optimization efforts within a particular market, and ultimately receive more return for your advertising dollar.