With over 1.32 Billion monthly active users globally and commanding approximately 10% of the world’s digital ad spend, Facebook is a must-buy for any digital marketer. As Facebook continues to grow, it will be even more important for marketers to have a strong understanding of their performance. This insights report provides context around key metrics and verticals based on Q3 2014 data of SHIFT clients and also illustrates trends over the past five quarters.
The first section, Q3 Benchmark by Vertical, reveals our benchmarks. These are calculated using the average for each performance metric across the top verticals for all Q3 campaigns that were managed through SHIFT’s Facebook ads solution. Marketers may use these as a baseline to understand general results, though numerous variables affect final performance including creative, targeting, budget, initiative type, and more. While Entertainment took the lead in CTR in Q2, Auto jumped ahead in Q3 with an almost 3% CTR.
The second section, Q3 vs Q2 Percentage Change, shows a positive change in CTR as well as lower CPCs for the auto, entertainment, and telecommunication verticals. This represents an increase in the number of clicks per impression, which is an indicator that advertisers are reaching the right audience at the right time - ultimately driving higher engagement at more efficient costs.
The last section, Year over Year by Vertical, highlights broader trends from the entire year. Overall the click through trend is positive, showing strong year-over-year (YoY) growth (Q3’14/Q3’13), while costs per click have increased at a slower rate over the same period. Auto also had the strongest YoY growth with over a 900% increase in CTR.
Please note this data is based on activity transacted through SHIFT's Facebook ads solution, not based on Facebook's own data. These are SHIFT benchmarks, susceptible to client specific, product specific and campaign specific skews.
We hope you find this infographic to be a useful guide which helps provide clarity around your Facebook marketing initiatives. For additional comparison to last quarter, please read our Q2 2014 Global Facebook Advertising Insights Report here.
For any questions about the data above, or for help with your own Facebook advertising initiatives, contact us today.