Skip to main content

Q3 Reports: Facebook continues to see significant ad spend growth


Advertisers keep increasing investment in Facebook, third-quarter reports from Kenshoo and Merkle both found.

According to Kenshoo data released this week, advertisers on the campaign management platform increased spending on Facebook (including Instagram and Facebook Audience Network) by 45 percent year-over-year in Q3. Click-through rates across the Facebook ecosystem has steadily risen over the past 3 quarters, increasing by 14 percent year-over-year in Q3. Kenshoo attributes the higher engagement rates to more specialized ad types and better targeting.

The growth was driven by dynamic product ads — Facebook’s retargeting ad format that shows users products from sites they have visited previously. Dynamic product ads (DPAs) accounted for 42 percent of ad clicks and 21 percent of ad spend on Facebook among Kenshoo customers. That’s up from just 15 percent click share and 8 percent spend share for DPAs a year ago.

Kenshoo also saw advertisers increase investment in video advertising on Facebook in Q3. Video ad spend rose 155 percent year-over-year.

Mobile ad spend across Facebook properties increased 61 percent as mobile impressions rose 47 percent and clicks increased 79 percent.

In Merkle’s Q3 Digital Marketing Report, the agency said clients increased ad spend on Facebook by 63 percent year-over-year. With Facebook Exchange (FBX) soon shutting down, Merkle says most advertisers have reallocated FBX spend to other targeting opportunities on Facebook.

Both reports found Facebook CPCs have been falling and CPM rising.

According to Kenshoo, average CPCs on Facebook returned to levels seen a year ago (and declined from a peak of $0.35 in Q4 2015) to $0.25 in Q3 2016. CPM, however, have risen steadily, increasing 25 percent year-over-year to $3.54 in Q3.

Merkle reported Facebook CPCs decreased 22 percent year-over-year, while CPM rose 38 percent year-over-year.

“Despite the overall decline in CPC, Facebook investment continues to increase rapidly for advertisers, as traffic has grown substantially over the past year,” said Merkle.

Last week, Nanigans, released data showing similar trends in rising investment in Facebook advertising. The firm attributed much of that growth to the Facebook Audience Network.

via Marketing Land


Popular posts from this blog

How to Get SMS Alerts for Gmail via Twitter

How do you get SMS notifications on your mobile phone for important emails in your Gmail? Google doesn’t support text notifications for their email service but Twitter does. If we can figure out a way to connect our Twitter and Gmail accounts, the Gmail notifications can arrive as text on our mobile via Twitter. Let me explain:Twitter allows you to follow any @user via a simple SMS. They provide short codes for all countries (see list) and if you text FOLLOW to this shortcode following by the  username, any tweets from that user will arrive in your phone as text notifications. For instance, if you are in the US, you can tweet FOLLOW labnol to 40404 to get my tweets as text messages. Similarly, users in India can text FOLLOW labnol to 9248948837 to get the tweets via SMS.The short code service of Twitter can act as a Gmail SMS notifier. You create a new Twitter account, set the privacy to private and this account will send a tweet when you get a new email in Gmail. Follow this account …

Instagram Story links get 15-25% swipe-through rates for brands, publishers

Instagram may arrived late as a traffic source for brands and publishers, but it’s already showing early signs of success, driving new visitors to their sites and even outperforming its parent company, Facebook.For years brands, publishers and other have tried to push people from the Facebook-owned photo-and-video-sharing app to their sites. Outside of ads and excepting a recent test with some retailers, Instagram didn’t offer much help to companies looking to use it to drive traffic. So they had to find workarounds. They put links in their Instagram bios. They scrawled short-code URLs onto their pictures. And they typed out links in their captions.Then last month Instagram finally introduced an official alternative to these hacky workarounds: the ability for verified profiles to insert links in their Instagram Stories.Almost a month after the launch, 15% to 25% of the people who see a link in an Instagram Story are swiping on it, according to a handful of brands and publishers that h…

In the age of RankBrain, these foundational SEO issues still matter

There are at least 200 ranking factors in Google’s algorithm (not to mention RankBrain), which means a thorough SEO audit could lead to dozens, hundreds, or even thousands of SEO tasks. Few companies have the budget or resources to complete every potential SEO to-do item — and doing so would be an incredible waste of time and resources anyway. Some SEO tasks are critical and cannot be ignored; others just aren’t worth your time.Prioritizing an SEO task list is crucial. Focus your resources on SEO work that is actually going to improve rankings, increase clicks and drive revenue. Most companies should focus on engagement SEO work, but technical tasks can’t be ignored completely — especially if you have major problems.[Read the full article on Search Engine Land.]

via Marketing Land