Facebook Sees 18.5% Click Through Increases

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Click-through rates for Facebook ads in the UK, USA, France, Germany and Canada increased by 18.5% between the second and third quarter of 2011 (TBG Digital).

Growth has been driven by an increase in fan acquisition and application install campaigns, as well as improved effectiveness from ad formats such as Sponsored Stories.

It has been discovered that Facebook is earning more per impression whilst the Cost per Click rates have fallen for advertisers. Cost-per-click rates fell over the third quarter by 10.8%, while cost-per-thousand impressions increased by 7.1%.

Brand advertising is also on the increase, up 6.7% from the second quarter of 2010, and accounts for just over half of all Facebook advertising.

Retail brands had the highest share of impressions at 27% for the quarter, followed by food and drink brands, with a 14% share.

The entertainment sector has seen the steepest growth from the last quarter, growing its share of total impressions to 8% from under 1%.

Simon Mansell, chief executive of TBG Digital said “With true global scale and massive levels of user engagement, Facebook should be the first choice for any brand campaign.”

“The success of Facebook PPC advertising can be attributed to the diverse targeting options available such as demographics, user interests and geo-location. However, Facebook PPC should not be considered as an alternative to PPC on other platforms like Google AdWords. Google PPC targets users based on what they are searching for, whist Facebook PPC will target based on who they are.” Four Opinion– Director of Search Marketing

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