Over the past year, the cost of Facebook Ads has increased in just about every way possible, with CPM, CPC, and Cost per Fan all up from Q1 2011. Even so, Facebook is earning more from Marketplace ads, says TBG Digital’s Q1 2012 Global Facebook Advertising Report.
Costs per click are up 23 percent across the five territories evaluated by TBG: Canada, France, Germany, UK, and US. Advertisers in France saw the biggest CPC jump, with Q1 2012 rates 35 percent higher YoY. TBG hypothesizes that an imbalance in Facebook ads supply and demand could be driving the increasing CPCs.
Because TBG uses confidential data from 235 clients in 190 countries, actual CPC values have been removed from the chart. These figures, however, reflect data collected from over 268 billion impressions served in the five countries indicated above.
On average, CPMs (cost per thousand impressions) rose 41 percent over the same quarter last year, an increase of 15 percent since Q4 2011.
Engagement actually dropped in the same period; CTRs (click through rates) fell 6 percent, on average, from the previous quarter. Marketers in France were the hardest hit, seeing a 13 percent decline in ad engagement, while in the US, it fell 8 percent...Reade More
Costs per click are up 23 percent across the five territories evaluated by TBG: Canada, France, Germany, UK, and US. Advertisers in France saw the biggest CPC jump, with Q1 2012 rates 35 percent higher YoY. TBG hypothesizes that an imbalance in Facebook ads supply and demand could be driving the increasing CPCs.
Because TBG uses confidential data from 235 clients in 190 countries, actual CPC values have been removed from the chart. These figures, however, reflect data collected from over 268 billion impressions served in the five countries indicated above.
On average, CPMs (cost per thousand impressions) rose 41 percent over the same quarter last year, an increase of 15 percent since Q4 2011.
Engagement actually dropped in the same period; CTRs (click through rates) fell 6 percent, on average, from the previous quarter. Marketers in France were the hardest hit, seeing a 13 percent decline in ad engagement, while in the US, it fell 8 percent...Reade More
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