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We analyzed the data from over 1 trillion Facebook ad impressions to create the Salesforce ExactTarget Marketing Cloud Social Advertising Benchmark Report. This report is the go-to guide for marketers who want comprehensive Facebook advertising data by industry, quarter, and even region of the world. We discovered some interesting trends in the data, and came up with some helpful recommendations for you to implement into your own strategy, based on those discoveries. A few key findings from the report include: - Overall CTRs doubled during 2013 from 0.18% in Q1 to 0.36% in Q4. - Overall CPM rose from $0.31 in Q1 to $0.75 in Q4. - Non-profit had a higher CPC and CPM than most other industries in the US. - Facebook ads on mobile had an 11.29% conversion rate in Q1. Let the data drive. Check out these social advertising benchmarks and see how your marketing stacks up. Download the full report: https://www.exacttarget.com/benchmark-2014/social-advertising?ls=Blog&lssm=Corporate&lss=Blog.2014BenchmarkReport.fbAdv&camp=701A0000000xhloIAA&content=701A0000000xhloIAA
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Metrics from 1+ Trillion Facebook* Ad Impressions Made Through Our Platform *All trademarks, service marks, and trade names are the property of their respective owners.
SOCIAL ADVERTISING BENCHMARK REPORT
Paid media can be a critical enabler of a digital marketing strategy, and when it comes to social advertising, Facebook is a clear leader. Whatever the size of your paid media budget, you can build proprietary audiences with Facebook ads that advance your journey toward 1:1 marketing.
Social Advertising Benchmark Report
Overall Mobile Facebook Advertising Performance (Global)
1.44%
Click-Through Rate
$4.29
Cost per Install
$5.01
Cost per Thousand Impressions
$0.35
Cost per Click
8.08%
Conversion Rate
Mobile Facebook Advertising Performance by Quarter (Global in USD)
Click-Through Rate (CTR) Cost per Click (CPC) Cost per Thousand Impressions (CPM)
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
Overall Mobile Performance 2.14% 0.98% 1.42% 1.56% $0.20 $0.41 $0.34 $0.35 $4.33 $4.05 $4.79 $5.41
Conversion Rate Cost per Install
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
Overall Mobile Performance 11.29% 9.54% 8.02% 7.70% $1.79 $4.33 $4.21 $4.51
Social Advertising Benchmark Report
Social Advertising Benchmark Report
Facebook Advertising Performance by Quarter (Global)
CTR CPC CPM
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
Overall Performance 0.18% 0.23% 0.27% 0.36% $0.17 $0.20 $0.22 $0.21 $0.31 $0.48 $0.59 $0.75
Social Advertising Benchmark Report
Facebook Advertising Performance by Quarter: All Industries (US)
CTR CPC CPM
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
US TOTAL 0.09% 0.10% 0.12% 0.14% $0.22 $0.23 $0.23 $0.24 $0.19 $0.24 $0.26 $0.34
CPG 0.07% 0.10% 0.11% 0.20% $0.14 $0.11 $0.12 $0.11 $0.09 $0.11 $0.13 $0.21
Entertainment 0.45% 0.48% 0.31% 0.87% $0.16 $0.08 $0.16 $0.14 $0.72 $0.37 $0.48 $1.21
Financial Services 0.13% 0.16% 0.09% 0.17% $0.14 $0.17 $0.17 $0.12 $0.19 $0.27 $0.15 $0.21
Gaming 0.06% 0.06% 0.05% 0.05% $0.29 $0.33 $0.33 $0.45 $0.17 $0.19 $0.18 $0.24
Retail 0.30% 0.50% 0.30% 0.76% $0.19 $0.13 $0.09 $0.18 $0.57 $0.64 $0.26 $1.39
Non-Profit 0.09% 0.13% 0.18% 0.21% $0.37 $0.39 $0.30 $0.27 $0.32 $0.51 $0.55 $0.58
Technology 0.14% 0.11% 0.14% 0.23% $0.09 $0.14 $0.18 $0.19 $0.13 $0.15 $0.25 $0.46
Travel and Leisure 0.06% 0.07% 0.10% 0.09% $0.21 $0.21 $0.19 $0.29 $0.12 $0.14 $0.18 $0.26
Social Advertising Benchmark Report
Facebook Advertising Performance by Quarter: All Industries (UK)
CTR CPC CPM
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
UK TOTAL 0.13% 0.16% 0.22% 0.27% £0.18 £0.21 £0.21 £0.21 £0.23 £0.33 £0.47 £0.56
CPG 0.21% 0.19% 0.23% 0.39% £0.13 £0.22 £0.21 £0.21 £0.28 £0.43 £0.48 £0.82
Entertainment 0.24% 0.47% 0.78% 0.51% £0.12 £0.11 £0.11 £0.11 £0.30 £0.51 £0.82 £0.56
Financial Services 0.17% 0.36% 0.40% 0.34% £0.31 £0.31 £0.32 £0.45 £0.53 £1.12 £1.27 £1.53
Gaming 0.14% 0.16% 0.12% 0.09% £0.18 £0.21 £0.19 £0.34 £0.25 £0.34 £0.22 £0.32
Retail 0.50% 0.14% 0.15% 0.53% £0.09 £0.14 £0.15 £0.21 £0.46 £0.20 £0.22 £1.13
Non-Profit 0.18% 0.17% 0.06% 0.17% £0.19 £0.17 £0.50 £0.30 £0.35 £0.28 £0.28 £0.51
Technology 0.85% 0.12% 0.94% 0.57% £0.10 £0.29 £0.33 £0.19 £0.87 £0.36 £3.09 £1.06
Travel and Leisure 1.74% 0.74% 2.01% 3.58% £0.08 £0.12 £0.13 £0.07 £1.40 £0.92 £2.54 £2.68
Social Advertising Benchmark Report
Facebook Advertising Performance by Quarter: All Industries (EU)
CTR CPC CPM
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
EU TOTAL 0.09% 0.09% 0.10% 0.12% €0.16 €0.21 €0.20 €0.20 €0.14 €0.19 €0.20 €0.25
CPG 0.07% 0.10% 0.09% 0.16% €0.22 €0.24 €0.21 €0.17 €0.16 €0.23 €0.19 €0.28
Entertainment 0.15% 0.16% 0.21% 0.25% €0.15 €0.15 €0.17 €0.17 €0.23 €0.23 €0.34 €0.44
Financial Services 0.07% 0.11% 0.07% 0.07% €0.21 €0.22 € 0.31 €0.37 €0.15 €0.23 €0.21 €0.26
Gaming 0.09% 0.13% 0.11% 0.14% €0.22 €0.25 €0.20 €0.21 €0.18 €0.34 €0.23 €0.29
Retail 0.04% 0.08% 0.06% 0.10% €0.20 €0.17 €0.22 €0.19 €0.08 €0.14 €0.12 €0.19
Non-Profit 0.04% 0.08% 0.13% 0.12% €0.22 €0.26 €0.25 €0.25 €0.09 €0.22 €0.34 €0.30
Technology 0.06% 0.10% 0.17% 0.10% €0.22 €0.22 €0.16 €0.24 €0.13 €0.20 €0.27 €0.24
Travel and Leisure 0.08% 0.10% 0.19% 0.18% €0.26 €0.28 €0.28 €0.31 €0.20 €0.27 €0.53 €0.54
Social Advertising Benchmark Report
Facebook Advertising Performance by Quarter: All Industries (APAC: AUS)
CTR CPC CPM
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
APAC: AUS TOTAL 0.14% 0.17% 0.37% 0.28% $0.33 $0.37 $0.27 $0.33 $0.47 $0.64 $1.01 $0.95
CPG 0.02% 0.01% 0.02% 0.01% $2.09 $2.63 $1.44 $1.72 $0.35 $0.38 $0.22 $0.23
Food and Beverage 0.21% 0.18% 0.86% 2.88% $0.39 $0.54 $0.27 $0.20 $0.83 $0.97 $2.29 $5.69
Health and Beauty 0.06% 0.03% 0.03% 0.09% $1.49 $0.62 $0.51 $0.72 $0.82 $0.20 $0.15 $0.64
APAC is still an emerging market for social advertising, resulting in a greater fluctuation in trends.
Recommendations
• Look for ways that you can implement a social advertising strategy that includes mobile and video for big gains in the coming year.
• Cookies are becoming less relevant. Agencies and advertisers should consider greater investment in mobile ads and targeting platforms that reach customers across devices.
• Advertisers should continue to look at the best ways to unlock customer data for highly effective advertising. The time smartphone users spend on Facebook, along with the high levels of mobile engagement on Twitter and LinkedIn, make these platforms ideal to supercharge advertisers’ app installs and reengagement.
Social Advertising Benchmark Report
About the Data
We extracted Facebook advertising data covering more than one trillion Facebook ad impressions by ExactTarget Marketing Cloud customers in 2013. We performed a complete overhaul of our stats reporting index to better account for consistent advertising spenders throughout this reporting period, adding further advertising insights from third-party studies as noted.
Social Advertising Benchmark Report
THE SALESFORCE EXACTTARGET MARKETING CLOUD
SOCIAL ADVERTISINGBENCHMARK REPORT
*All trademarks, service marks, and trade names are the property of their respective owners.
Metrics from 1+ Trillion Facebook* Ad Impressions Made Through Our Platform
Want more? Download the full report at exacttarget.com/benchmark-2014/ social-advertising
