Based on recent click numbers, Facebook ads are improving in nearly every metric in year-over-year and quarter-over-quarter comparisons.
In its first annual Social Media Intelligence report, Adobe analyzed over 131 billion Facebook ad impressions and 4.3 billion social engagements, finding that ad impressions and return on investment numbers for advertisers were significantly higher in 2013 than in 2012. Here's how the numbers break down this year:
- Facebook ads were clicked 29% more often in 2013
- Cost per click was lowered by 40%
-
ROI was 58% higher
The fact that click numbers are way up AND the cost per click has decreased by nearly half makes it clear that Facebook advertising is a secure, affordable, and very worthwhile investment for marketers. And in many cases, it is extremely undervalued by brands, particularly if they haven't seen recent numbers showing the success rate of these efforts.
And if these yearly stats aren't convincing enough, keep in mind that they aren't the only ones on the rise. A separate study by Kenshoo Social analyzed and compared clicks in Q2 and Q3 and found that there have been 14% more clicks this quarter alone, with the cost-per-click down 9% and advertisers' returns 3 times higher than Q2.
“Part of the reason Facebook seems to accelerate each quarter is because of adoption,” said Kenshoo Chief Marketing Officer Aaron Goldman. “As more and more advertisers use it, they get more and more signals about how they can improve their ad delivery.”
If you've been avoiding Facebook advertising based on cost, it may be wise to reconsider incorporating it into your social strategy. There's no better time to do so.