Social-advertising-quarterly-report

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09/11/2017 763 217 15 Trang pdf

nakamoto

Thể loại : Social Media Optimization

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SOCIAL
MEDIA
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SHARE
LIKE
Social Advertising
Quarterly Report
Socialbakers Quarterly Ads Benchmark Reveals
News Feed Ads Dominate CTRs and Share of Spend
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 nd that Facebook advertising is highly efcient
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
Methodology
KPI Denitions
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

1SOCIALMEDIA##SHARELIKESocial Advertising Quarterly ReportSocialbakers Quarterly Ads Benchmark Reveals News Feed Ads Dominate CTRs and Share of Spend 21. IntroductionSocial 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 nd that Facebook advertising is highly efcient 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 bestIn this report you will learnAverage KPIs by industryAverage KPIs by regionForecast on Facebook Q1 quarterly earnings for advertising 3MethodologyKPI DenitionsWe’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 placementDesktop - Will create 2 variations (News Feed Desktop and Right-Hand Side)News Feed (Desktop and Mobile)News Feed (Desktop)News Feed (Mobile)Right- Hand Side2. Ad Placements1.21.1

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