As the Facebook ad industry continues to grow, how does your brand’s ads match up against the competition?
Salesforce has released a report on the social advertising market, which represents a $20 billion opportunity in the U.S. for online and mobile combined. The results of this report are from the January 1, 2013 to March 31, 2013 reporting period.
Comparing CTR (click-through rate), CPC (cost per click), and CPM (cost per impression), Sponsored Stories far outperformed as the best ad type for garnering high CTRs (above 2%). Click ads, event RSVPs, and inline Likes had low click-through rates but were also cheap in terms of cost per impression.
Facebook Sponsored Stories, although coming in at a higher cost, were far more successful in driving app installs and page Likes than their non-sponsored counterparts.
The Salesforce study also includes details on industry cost comparisons, with telecommunications having the the highest click-through rates, averaging .919%, but also one of the highest CPMs at $1.39 (publishing was the highest at $1.75 CPM). The dating industry had extremely low click-through rates, at an average of .027%, but also a cheap CPM of $0.10.
Check out the full Facebook Ads Benchmark report here for more research on industry Like comparisons, global cost and click comparisons, and app install comparisons.