Q4 2016 Benchmark Report: The Holidays Deliver Higher Returns on Facebook Ad ...Nanigans
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This report highlights key trends seen by companies leveraging Nanigans advertising automation software to grow the revenue impact of their direct response ad campaigns on Facebook.
This report highlights:
-CTR, CPM, and CPC trends for Facebook ads by vertical and geographic market
-Insights on how ecommerce advertisers are achieving higher returns
-Data on skyrocketing adoption of Facebook’s dynamic and mobile video ads
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Q1 2017 Benchmark Report: Mobile Surges as Advertisers Generate Higher Return...Nanigans
Profit-driven advertisers started off 2017 with high returns on ad spend and an increased investment in Facebook as a core growth channel. As shown in the Q1 2017 Global Facebook Advertising Benchmark Report, Nanigans advertisers are continuing to find value in Facebook as they explore mobile, dynamic ads, Facebook Audience Network, and more.
Learn which advertising trends emerged in Q1 and will continue to dominate throughout 2017 in this SlideShare.
Q2 2017 Benchmark Report: Marketers Deepen Facebook Ad Investments as Mobile ...Nanigans
Mobile advertising skyrocketed on Facebook in Q2 2017. According to Facebook's recent revenue report, mobile advertising now commands an 87% share of all ad revenue.
What's driving this massive increase in mobile ad spend? Nanigans recently explored this shift in its Q2 2017 Facebook Advertising Benchmark report. Learn how advertisers are maximizing revenue growth on Facebook with the findings in this SlideShare.
How to Scale Lead Generation with Facebook, Instagram and Twitter AdsNanigans
Are you maximizing the power of Facebook, Instagram, and Twitter ads for lead generation?
Attracting more of the right customers is clearly a challenge for all marketers. However, for those managing large-scale lead generation campaigns, advertising on Facebook, Instagram, and Twitter can be a highly effective solution.
This SlideShare explains how to use each of the three platforms as a powerful tool set for not only generating more leads, but for finding the best leads.
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Advertisers are betting big on Instagram thanks to higher ROI at scale. With its global reach and powerful direct response ad products, just how well is Instagram delivering higher returns for some of the world’s most sophisticated marketing teams?
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App use is more popular than ever! According to eMarketer, 98% of US mobile users ages 14 and older installed at least one app this year. However, the mobile app marketplace is also crowded and competitive, and marketers need to employ next level advertising techniques in order to stand out from the crowd.
Social sites like Facebook, Instagram and Twitter are a central piece of customer acquision strategy for advertisers in verticals like mobile games and retail. Learn how to use these sites to win downloads for your mobile app with this presentation.
Q4 2016 Benchmark Report: The Holidays Deliver Higher Returns on Facebook Ad ...Nanigans
The holidays delivered higher return on ad spend on Facebook in Q4 2016
This report highlights key trends seen by companies leveraging Nanigans advertising automation software to grow the revenue impact of their direct response ad campaigns on Facebook.
This report highlights:
-CTR, CPM, and CPC trends for Facebook ads by vertical and geographic market
-Insights on how ecommerce advertisers are achieving higher returns
-Data on skyrocketing adoption of Facebook’s dynamic and mobile video ads
This benchmark report highlights key trends seen by companies leveraging Nanigans advertising automation software to grow the revenue impact of their direct response advertising campaigns on Facebook.
Q1 2017 Benchmark Report: Mobile Surges as Advertisers Generate Higher Return...Nanigans
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Learn which advertising trends emerged in Q1 and will continue to dominate throughout 2017 in this SlideShare.
Q2 2017 Benchmark Report: Marketers Deepen Facebook Ad Investments as Mobile ...Nanigans
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What's driving this massive increase in mobile ad spend? Nanigans recently explored this shift in its Q2 2017 Facebook Advertising Benchmark report. Learn how advertisers are maximizing revenue growth on Facebook with the findings in this SlideShare.
How to Scale Lead Generation with Facebook, Instagram and Twitter AdsNanigans
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This SlideShare explains how to use each of the three platforms as a powerful tool set for not only generating more leads, but for finding the best leads.
Instagram Advertising Performance Snapshot: February 2017Nanigans
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This presentation gives a performance snapshot and insight into why the platform is becoming a must-use channel for scaling growth from digital advertising.
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App use is more popular than ever! According to eMarketer, 98% of US mobile users ages 14 and older installed at least one app this year. However, the mobile app marketplace is also crowded and competitive, and marketers need to employ next level advertising techniques in order to stand out from the crowd.
Social sites like Facebook, Instagram and Twitter are a central piece of customer acquision strategy for advertisers in verticals like mobile games and retail. Learn how to use these sites to win downloads for your mobile app with this presentation.
State of Supply Quality in Mobile ProgrammaticMoPub
In our recent whitepaper series on the state of supply quality, we investigate three particularly salient topics to marketers today: fraud, viewability, and ad blocking. While these issues aren’t new to digital advertising, they are a new issue for mobile — particularly because they manifest in mobile differently than other digital advertising supply sources.
Q1 2016 Global Facebook Advertising Benchmark Report Nanigans
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This slide deck examines key trends seen by companies leveraging Nanigans advertising automation software to manage, optimize, and measure their performance marketing ad campaigns on Facebook during Q1 2016.
This slide deck highlights:
-CTR, CPM, and CPC trends for Facebook ads by vertical and geographic market
-Insights on how marketers are generating higher return on ad spend
-Global growth in adoption of mobile and video ads
For more information, see the full Q1 2016 Facebook Advertising Benchmark Report here: http://nani.gs/1USSepm
Q3 2016 Benchmark Report: Advertisers on Facebook Scale Revenue Through Video...Nanigans
To arm online marketing teams with essential aggregate insights, today we’re releasing our latest Global Facebook Advertising Trends Report. This report examines key trends seen by companies leveraging Nanigans advertising automation software to manage, optimize, and measure their performance marketing ad campaigns on Facebook during Q3 2016.
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- CTR, CPM, and CPC trends for Facebook ads by vertical and geographic market
- Insights on how marketers are generating higher return on ad spend
- Global growth in adoption of Facebook’s Audience Network
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2017 is slated to be a huge year for Facebook and Instagram advertising. With 1.23 billion daily active users (DAU) on Facebook and over 400 million DAU on Instagram, advertisers have access to a massive audience with unlimited revenue potential.
However, marketers need to evolve their advertising strategies to account for rising trends on either site. To help keep your team up-to-date and one step ahead of the competition, here are all the trends that will impact your Facebook and Instagram campaigns in 2017.
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Download the accompanying ebook here: http://info.nanigans.com/driving_forces_of_change_in_mobile_advertising
In less than a year’s time, Facebook became the market leader in mobile display advertising, outpacing giants like Google and Apple to control approximately 25% of all mobile display ad revenues. What represented 0% of Facebook’s ad revenues a year ago is on track to be a billion dollar business this year in the United States alone.
Why exactly have mobile ad dollars moved so quickly to Facebook? The answer is simple: Facebook and Preferred Marketing Developers like Nanigans are solving very real challenges on behalf of mobile marketers – challenges that center on the three core pillars of any successful advertising campaign:
1. Targeting
2. Creative
3. Media buying
Combined, these driving forces of innovation have resulted in advertisers achieving 15-20 times higher clickthrough rates on Facebook mobile as compared to desktop and, most important, are revealing the true ROI of mobile ad investments.
**This presentation was given at the Massachusetts Innovation Technology Exchange's Demystifying Mobile Marketing event held on May 2, 2013 at the Federal Reserve Bank of Boston.
Running Mobile Ad Campaigns on FacebookSqueeze Mobi
Here's a guide on how to run mobile Ad campaign on Facebook and how you get cheap facebook clicks.
The templates shown in this presentation are all in the Squeezemobillionaire platform. The mobile app and site builder in this platform has the feature to add news feeds to the sites/apps. Get to know more about what is included in the platform here: https://www.squeezemobillionaire.com/sign-up/pricing/
Are you losing money with automatic ad placements?Kate Shoaf
Facebook advertising options have quickly evolved from simple desktop ad placements, to mobile ads, to a wide variety of ad types and platforms to choose from. In order to streamline ad placements for advertisers, Facebook recommends using “Automatic Placements”—however selecting this option can cost Teespring sellers more money and result in fewer sales.
MoPub's quarterly Mobile Programmatic Trends report explores the current state of the mobile programmatic landscape. The report provides market data from real-time bidded auctions for mobile ad impressions, aggregated from mobile applications, advertisers, and demand side platforms on MoPub Marketplace, one of the world’s leading advertising exchanges for mobile apps.
The Q3 2015 report focuses on the uncharted inventory opportunity, Q4 holiday outlook, and the idea that moments continue to matter on mobile.
How to Build Your App’s Brand on the App Stores | APS WFH 2020Phiture
The main goal of this presentation is to show mobile publishers why the brand is important, how to build a brand and what role ASO plays in this process.
Prepared by Anton Tatarynovich and Katia Covaci, ASO consultants at Phiture.
Want to learn more? Visit us at:
phiture.com - our website.
asostack.com - our ASO blog.
mobilegrowthstack.com - our mobile growth & retention blog.
State of Supply Quality in Mobile ProgrammaticMoPub
In our recent whitepaper series on the state of supply quality, we investigate three particularly salient topics to marketers today: fraud, viewability, and ad blocking. While these issues aren’t new to digital advertising, they are a new issue for mobile — particularly because they manifest in mobile differently than other digital advertising supply sources.
Q1 2016 Global Facebook Advertising Benchmark Report Nanigans
Q1 2016 delivers higher return on Facebook ad spend for retailers, and sees continued global growth in video ads.
This slide deck examines key trends seen by companies leveraging Nanigans advertising automation software to manage, optimize, and measure their performance marketing ad campaigns on Facebook during Q1 2016.
This slide deck highlights:
-CTR, CPM, and CPC trends for Facebook ads by vertical and geographic market
-Insights on how marketers are generating higher return on ad spend
-Global growth in adoption of mobile and video ads
For more information, see the full Q1 2016 Facebook Advertising Benchmark Report here: http://nani.gs/1USSepm
Q3 2016 Benchmark Report: Advertisers on Facebook Scale Revenue Through Video...Nanigans
To arm online marketing teams with essential aggregate insights, today we’re releasing our latest Global Facebook Advertising Trends Report. This report examines key trends seen by companies leveraging Nanigans advertising automation software to manage, optimize, and measure their performance marketing ad campaigns on Facebook during Q3 2016.
Our latest advertising report highlights:
- CTR, CPM, and CPC trends for Facebook ads by vertical and geographic market
- Insights on how marketers are generating higher return on ad spend
- Global growth in adoption of Facebook’s Audience Network
The 2017 Advertisers Guide to Scaling Growth with Facebook and InstagramNanigans
2017 is slated to be a huge year for Facebook and Instagram advertising. With 1.23 billion daily active users (DAU) on Facebook and over 400 million DAU on Instagram, advertisers have access to a massive audience with unlimited revenue potential.
However, marketers need to evolve their advertising strategies to account for rising trends on either site. To help keep your team up-to-date and one step ahead of the competition, here are all the trends that will impact your Facebook and Instagram campaigns in 2017.
The Fastmind, a mobile gaming studio, uses Fabric, Twitter’s mobile development platform, to continuously grow their ad revenue, user base, and user experience for their top app, Apensar.
Evolution in Mobile Advertising - Targeting, Creative & Media BuyingNanigans
Download the accompanying ebook here: http://info.nanigans.com/driving_forces_of_change_in_mobile_advertising
In less than a year’s time, Facebook became the market leader in mobile display advertising, outpacing giants like Google and Apple to control approximately 25% of all mobile display ad revenues. What represented 0% of Facebook’s ad revenues a year ago is on track to be a billion dollar business this year in the United States alone.
Why exactly have mobile ad dollars moved so quickly to Facebook? The answer is simple: Facebook and Preferred Marketing Developers like Nanigans are solving very real challenges on behalf of mobile marketers – challenges that center on the three core pillars of any successful advertising campaign:
1. Targeting
2. Creative
3. Media buying
Combined, these driving forces of innovation have resulted in advertisers achieving 15-20 times higher clickthrough rates on Facebook mobile as compared to desktop and, most important, are revealing the true ROI of mobile ad investments.
**This presentation was given at the Massachusetts Innovation Technology Exchange's Demystifying Mobile Marketing event held on May 2, 2013 at the Federal Reserve Bank of Boston.
Running Mobile Ad Campaigns on FacebookSqueeze Mobi
Here's a guide on how to run mobile Ad campaign on Facebook and how you get cheap facebook clicks.
The templates shown in this presentation are all in the Squeezemobillionaire platform. The mobile app and site builder in this platform has the feature to add news feeds to the sites/apps. Get to know more about what is included in the platform here: https://www.squeezemobillionaire.com/sign-up/pricing/
Are you losing money with automatic ad placements?Kate Shoaf
Facebook advertising options have quickly evolved from simple desktop ad placements, to mobile ads, to a wide variety of ad types and platforms to choose from. In order to streamline ad placements for advertisers, Facebook recommends using “Automatic Placements”—however selecting this option can cost Teespring sellers more money and result in fewer sales.
MoPub's quarterly Mobile Programmatic Trends report explores the current state of the mobile programmatic landscape. The report provides market data from real-time bidded auctions for mobile ad impressions, aggregated from mobile applications, advertisers, and demand side platforms on MoPub Marketplace, one of the world’s leading advertising exchanges for mobile apps.
The Q3 2015 report focuses on the uncharted inventory opportunity, Q4 holiday outlook, and the idea that moments continue to matter on mobile.
How to Build Your App’s Brand on the App Stores | APS WFH 2020Phiture
The main goal of this presentation is to show mobile publishers why the brand is important, how to build a brand and what role ASO plays in this process.
Prepared by Anton Tatarynovich and Katia Covaci, ASO consultants at Phiture.
Want to learn more? Visit us at:
phiture.com - our website.
asostack.com - our ASO blog.
mobilegrowthstack.com - our mobile growth & retention blog.
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5 Tips for Measuring In-App and Push Messaging CampaignsEvgeny Tsarkov
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Similar to Vmcc socialbakers-fb-advertising-quarterly-report (20)
2. 2
1. Introduction
Social advertising continues to grow at a rapid rate, with the majority of
that growth coming from Facebook. Now, 92% of social marketers report
that they are using Facebook for advertising.
Facebook is a powerful advertising platform, but there are some who still
debate its value for brands. Although a lot of writing focuses on claims
that Facebook’s organic reach is declining in favour of paid ads on the
platform, most brands find that Facebook advertising is highly efficient
and generates long term ROI.
This report will take a look at Facebook advertising in detail to showcase
what has changed from Q2 2013 through Q1 2014.
Which Facebook ad placements and types work the best
In this report you will learn
Average KPIs by industry
Average KPIs by region
Forecast on Facebook Q1 quarterly earnings for advertising
3. 3
Methodology
KPI Definitions
We’ve pulled together data from the Socialbakers Ad Analytics tool, industry data, and Facebook
quarterly reports to present our quarterly Facebook advertising report.
Data has been analysed from April 2013 - March 2014 for verticals, and April 2013 - February 2014
for all other sections. We have looked at more than 2,000 advertising accounts and aggregated their
performance (impressions, spend, clicks) into ad types, placements, regions, and verticals.
Click-Through Rate (CTR) Number of clicks divided by number of impressions per ad. Example: If the
CTR of an ad is 1%, that means that 1% of everyone who saw the ad clicked.
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.
Example: A business may have bought 10,000 impressions at a CPM of $5, meaning they spent $50.
Determining the right ad placements is crucial for increasing the effectiveness of your ads. Why?
Certain types of ads perform better in general - such as ads in News Feed- while others work better
based on the content that is distributed.
Here is a quick list of the six different types of ad placements that advertisers can choose from when
setting up an Ad Set:
All Facebook - Will create variations
for every type of ad placement
Desktop - Will create 2 variations
(News Feed Desktop and Right-Hand Side)
News Feed (Desktop and Mobile) News Feed (Desktop)
News Feed (Mobile) Right- Hand Side
2. Ad Placements
1.2
1.1
4. 4
Here, we look at CTR and the breakdown of ad placement effectiveness:
As one would expect due to time spent in News Feed, CTRs on the News Feed are much higher
than the right-hand column, and mobile ads dominate desktop ads in terms of clickthrough rate.
News Feed ads are growing quarter-on-quarter, with mobile increasing it’s dominance from Q3 2013
through to Q1 2014.
Below, you can see how advertisers adjusted their ad placement preferences by taking a look at the
quarter-over-quarter spend. Note the decline in the “All Facebook” placement:
This shift in ad placement spend shows the changing attitudes of advertisers. Interestingly, mobile
News Feed lost share slightly to News Feed on desktop and mobile, although this may be due to
advertisers’ increasing their post boosting efforts, with the default targeting option being to target
both desktop and mobile.
2013_Q2 2013_Q3 2013_Q4 2014_Q1
0,005 %
0,01 %
0,015 %
0,02 %
0,025 %
0,03 %
0
All Facebook
Desktop
News Feed (Desktop and Mobile)
News Feed (Desktop)
News Feed (Mobile)
Right-hand Column
All Facebook
Desktop
News Feed (Desktop and Mobile)
News Feed (Desktop)
News Feed (Mobile)
Right-hand Column
2013_Q2 2013_Q3 2013_Q4 2014_Q1
10 %
20 %
30 %
40 %
50 %
60 %
70 %
80 %
90 %
100 %
0
2.2
2.1
5. 5
2013_Q2 2013_Q3 2013_Q4 2014_Q1
0,05 %
0,1 %
0,15 %
0,2 %
0,25 %
0
Next, we look at CPC and CPM of each ad placement
CPC
CPM
All Facebook
Desktop
News Feed (Desktop and Mobile)
News Feed (Desktop)
News Feed (Mobile)
Right-hand Column
2013_Q2 2013_Q3 2013_Q4 2014_Q1
0,5 %
1 %
1,5 %
2 %
2,5 %
3 %
3,5 %
0
All Facebook
Desktop
News Feed (Desktop and Mobile)
News Feed (Desktop)
News Feed (Mobile)
Right-hand Column
The graphs show that CPCs and CPMs are
much lower on ads that are targeted to “All
Facebook,” with the most expensive being
News Feed placements. The reason these are
often more expensive in terms of CPC and CPM
is due to higher competition - more posts are
promoted in fewer ad slots available compared
to the right-hand column placements.
News Feed mobile placements have seen an
upward trend in terms of CPM since Q2 2013,
however, they have declined slightly this quar-
ter. The right-hand column ads have seen a
marked decrease in terms of CPC over the past
year as their competitiveness begins to decline.
2.3
6. 6
Ad Placement Takeaway
Suggestion
In terms of ad placement, the key takeaway for advertisers is that News Feed Ads are starting to domi-
nate in terms of ad spend and CTRs, and as a result CPCs and CPMs are higher for these prized slots.
We recommend that advertisers focus their attention on News Feed. This is a more competitive environ-
ment for a reason - the potential here is bigger. News Feed Ads attract higher levels of user interaction
due to their prominence.
We’ve also studied ad types, including
App ads
Event ads
Mobile app install ads
Sponsored Stories
Page Like ads
Page Like sponsored stories
Page post sponsored stories
3. Advertising Type
2.4
2.5
7. 7
The first data point shows the CTR of each of these ad types
2013_Q1 2013_Q2 2013_Q3 2013_Q4 2014_Q1*
0,005 %
0,01 %
0,015 %
0,02 %
0,025 %
0
App Ad
Event Ad
Page like Ad
Page Like Sponsored Story
The CTR on mobile app install ads has dropped greatly over the last year, but they are still higher than
most. At present, Page post sponsored stories are seeing the highest CTRs. App and event ads have
a very small CTR compared to the other formats.
Mobile App Install Ad
Open Graph Sponsored Story
Page Post Sponsored Story
Share of spend has increased on Page post sponsored stories with the increase of these types of ads
as more mobile inventory has opened up over time.
2013_Q1 2013_Q2 2013_Q3 2013_Q4 2014_Q1
10 %
20 %
30 %
40 %
50 %
60 %
70 %
80 %
90 %
100 %
0
App Ad
Event Ad
Mobile App Install Ad
Open Graph Sponsored Story
Page Like Ad
Page Like Sponsored Story
Page Post Sponsored Story
3.1
3.2
8. 8
In terms of CPC and CPM for various ad types, Page post sponsored stories (which are predomi-
nantly News Feed Ads) have the lowest CPC of any of the ad types, but higher CPMs than all but the
mobile app install ads.
Mobile app install ads had the highest CPM and CPC across the board, although this decreased
in the latest results. CPC and CPMs stayed at relatively similar levels between Q1 2013 and Q1 2014.
2013_Q1 2013_Q2 2013_Q3 2013_Q4 2014_Q1
0,05 %
0,1 %
0,15 %
0,2 %
0,25 %
0,3 %
0
CPC
CPM
2013_Q1 2013_Q2 2013_Q3 2013_Q4 2014_Q1
0,5 %
1 %
1,5 %
2 %
2,5 %
3 %
3,5 %
0
3.3
App Ad
Event Ad
Page like Ad
Page Like Sponsored Story
Mobile App Install Ad
Open Graph Sponsored Story
Page Post Sponsored Story
9. 9
Sponsored stories are being removed from the
advertising system as Facebook is streamlining its
advertising offerings (Page post and Page Like ads
already automatically have the best social context
added), and we feel this is a positive thing. Page
As with the placement section, this leads to the recommendation that advertisers should focus their
attentions on News Feed as these placements are more cost effective and achieve higher response rates.
post sponsored stories at present have the highest
CTR, the highest share of spend, and the lowest
CPM and CPCs. Despite the removal of the format
of sponsored stories, ads with social context will
still exist across all ad variants as noted above.
Takeaway Ad Types
Suggestion
First, we looked at CTR by region
We’ve looked at the world of Facebook advertising on a regional basis, covering 5 defined regions
We’ve studied the differences in CTRs, CPCs, CPMs, and the share of spend between these regions
to show differences between them.
Our data shows that all regions, particularly JAPAC, are increasing in terms of CTR, with the excep-
tion of North America which is on a steady decline. North America is Facebook’s most mature market
in terms of advertising and is seeing increased competition and higher spend levels.
4. Region
Europe
JAPAC
LATAM
North America
Rest of the World
2013_Q2 2013_Q3 2013_Q4 2014_Q1
0,001 %
0,002 %
0,003 %
0,004 %
0,005 %
0,006 %
0
Europe
JAPAC
LATAM
North America
Rest of the World
3.4
3.5
4.1
10. 10
In terms of share of spend, Europe has increased over the last three quarters, with JAPAC and North
America decreasing. The graph shows aggregated spend versus the number of accounts advertising
in each area, meaning that the spend per account is lower in North America.
*Please note that above graph depicts the average spend per account, not the total spend per region.
Data is also representative of Facebook Ad accounts that are connected with Socialbakers Ad Analytics,
and therefore, the amount of spend per region is not fully representative of the entire Facebook population.
Europe
JAPAC
LATAM
North America
Rest of the World
Europe
JAPAC
LATAM
North America
Rest of the World
2013_Q2 2013_Q3 2013_Q4 2014_Q1*
10 %
20 %
30 %
40 %
50 %
60 %
70 %
80 %
90 %
100 %
0
Next, we look at the pricing of each placement by CPC and CPM
2013_Q2 2013_Q3 2013_Q4 2014_Q1*
0,05
0,1
0,15
0,2
0,25
0,3
0,35
0,4
0
CPC
4.3
11. 11
Europe
JAPAC
LATAM
North America
Rest of the World
2013_Q2 2013_Q3 2013_Q4 2014_Q1*
0,2
0,4
0,6
0,8
1
1,2
1,4
0
CPM
This data shows that CPCs and CPMs are much higher in North America, with both metrics more than
double the next nearest region. LATAM is the lowest-cost region in terms of CPC and CPM.
If you’re in North America, consider running multi-variant A/B testing to increase the performance of
your Facebook campaigns to ensure you stay ahead of your competition.
Facebook advertising performance by vertical is a particularly interesting area, as it provides bench-
marks for brands to their industry in general and shows how different industries perform in the social
advertising environment.
We’ve studied a number of verticals with a particular focus on
5. Industry
Telecom
Electronics
Retail (food)
Ecommerce
Auto
Alcohol
Airlines
FMCG Food
Finance
Fashion
4.4
12. 12
CTR by industry
2013_Q2 2013_Q3 2013_Q4 2014_Q1
0,2000%
0,4000%
0,6000%
0,8000%
1,0000%
1,2000%
0
Telecom
Retail Food
Fashion
Electronics
Ecommerce
Alcohol
FMCG Food
Finance
CTR
CTR is increasing in most of these verticals, presumably as they get smarter with their targeting and
optimisation efforts. Ecommerce brands get the highest CTR (and it continues to increase), with retail
food, electronics, and fashion brands all having similar CTRs. Auto and finance brands had the lowest
CTR in this category.
Share of spend
2013_Q2 2013_Q3 2013_Q4 2014_Q1
10 %
20 %
30 %
40 %
50 %
60 %
70 %
80 %
90 %
100 %
0
Telecom
Retail Food
FMCG Food
Finance
Fashion
Electronics
Ecommerce
Alcohol
5.1
5.2
13. 13
In terms of CPC and CPM, the following results have been found.
2013_Q2 2013_Q3 2013_Q4 2014_Q1
0,02
0,04
0,06
0,08
0
0,1
0,12
0,14
0,16
0,18
0,2
Telecom
Retail Food
Fashion
Electronics
Ecommerce
Alcohol
FMCG Food
Finance
Telecom
Retail Food
Fashion
Electronics
Ecommerce
Alcohol
FMCG Food
Finance
CPC
CPM
2013_Q2 2013_Q3 2013_Q4 2014_Q1
0,1
0,2
0,3
0,4
0
0,5
0,6
0,7
0,8
0,9
1
CPCs generally declined over time, particularly in the Electronics and Auto verticals. CPMs on the other
hand increased in Q1 2014 compared to Q4 2013. This again may be due to increased competition.
Electronics saw the biggest CPM increase this quarter, with Finance and Auto seeing a small decline.
5.3
14. 14
The key takeaway from this section is that some verticals are more competitive, and therefore more
expensive to target than others. Some of the softer brands (Retail Food, for instance) achieve higher CTRs
and lower CPCs, while Electronics brands are paying much more due to the higher-value items being
offered, increased competition, and a more sales-led approach.
If you’re in one of the more competitive verticals, consider how you can target in a different way than the
competition to gain a competitive advantage. Also, be more creative with your content and boost it in News
Feeds to achieve a larger share of voice in a slightly softer way.
Takeaway Industry
Suggestion
6. Key findings
5.4
5.5
News Feed Ads dominate CTRs and share of spend
Page post sponsored stories are a dominant ad type, largely due to their presence in News Feed
North America dominates in terms of regions, although CTRs are higher in the other areas
Verticals such as Electronics, Retail, and E-Commerce are particularly competitive
15. 15
Facebook advertising is going from strength to strength, and we expect this trend
to continue through 2014. Facebook advertising is clearly something that is going to
continue to grow in importance for marketers, and with increased competition it will
be paramount for marketers to use all the necessary tools to help optimize performance.
Socialbakers has developed an advanced social measurement, management, and
optimization solution to increase the effectiveness of social advertising campaigns.
For more, check out
ads.socialbakers.com