Facebook Ads Still Lag Paid Search In Click-Through Rates | 9Digg - What the web is talking about right now 9digg.org/facebook-ads-still-lag-paid-search-in-click-through-rates/ The telecommunications and publishing industries enjoy the highest average click-through rates on their Facebook ads, according to a new report from Salesforce and Social. Telecom ads had a CTR of .92%, while ads from the publishing industry enjoyed a CTR of .8%. The worst-performing ads came from deals, advertising, gaming, and at the bottom of the heap — dating service ads, which had a .027% CTR. The low numbers are a sign that consumers are leery of these industries, and may consider them spammy. By comparison, paid search ads average CTRs of 1% to 5% for large consumer brands, according to research conducted by former Omnicom Chief Digital Officer Dr. Augustine Fou in March 2013. In a new report from BI Intelligence, we analyze the state of social media advertising and where it is heading, offering a comprehensive guide and examination of the advertising ecosystems on Facebook and Twitter, analyzing each of their principal ad products and concepts behind them, offer a primer on Tumblr as an emerging ad medium, and detail how mobile is an important part of this story as mobile-friendly as native ad formats fuel growth in the market. Access The Full Report And Data By Signing Up For A Free Trial Today >> Look at this chart outlining Facebook CTRs by industry below: Click-through rate — the number of clicks divided by number of impressions per ad — is an effective metric for measuring user response. The higher the CTR, the greater likelihood a customer will sign up to follow a brand, or purchase something on the ad’s other end. (Of course, some brands aren’t too concerned with CTR and simply want to reach more users.) One explanation for the CTR gap between social and search: social ads tend to reach much larger audiences, therefore lowering CTRs because of the abundance of impressions. Search ads, on the other hand, tend to be far more finely targeted and reach users already interested in the product or brand being pitched. Still, social media advertising will continue to play a major role in ad spend as brands vie for the attention of billions of consumers on social media. Also: social media platforms like Facebook are working hard to improve their audience targeting capabilities. To access BI Intelligence’s full reports on The State Of Social Media Advertising, sign up for a free trial subscription here. In full, the report includes: The State Of Social Media Advertising And Where It’s Headed A Guide To The Facebook Advertising Ecosystem A Guide To The Twitter Advertising Ecosystem A Primer On Tumblr’s New Ad Products Join the conversation about this story »
Posted on: Fri, 14 Jun 2013 16:12:34 +0000
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