fb 廣告點擊率則增長了 275%

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文章分類 : eMarketing, News, Social Media

根據 Venturebeat 的報導,Twitter 和 Facebook 的廣告營收增長強勁。Twitter 的每用家營收是去年的四倍,ASI 第三季度的報告稱,平均社會化參與度較去年增長了 115%,這帶動了社會化品牌廣告的增長。受此影響,Facebook 的廣告點擊率較去年增長了 275%,投資回報率(ROI)增長了 58%。

Twitter is delivering four times the revenue per visitor this year over last year, and Facebook’s ad click-through rate has jumped 275 percent, according to the Q3 Adobe Social Intelligence report, released today.

Social ad ROI skyrockets: Facebook click rate up 275%, Twitter revenue per visitor up 4X

Social ad ROI skyrockets: Facebook click rate up 275%, Twitter revenue per visitor up 4X

Twitter 的表現也很不錯,他們給零售網站帶去的流量較去年增長了 258%,每用家營收則達到了去年的四倍,從 11 美分增長到了 44 美分。Facebook 仍然是廣告營收能力最強的社交網絡,其每用家營收為 0.93 美分,去年為 0.67 美分。

Venturebeat

儘管社會化營銷的投資回報率增長顯著,但廣告主仍然低估了其影響,原因是社交網絡在消費者購買行為最後一步中的缺位。具體來說,消費者在完成一個購買行為過程中,社交網絡促進了消費者最初的購買意願,但並沒有提供最後一公里的解決方案,消費者最終還是會選擇搜索引擎來查找自己所需要的產品,這也就是 Google 的廣告業務如此健康的原因。

這就造成了,雖然社交網絡在促進購買意願方面的作用是切實存在的,但因為無法和產品購買行為直接聯繫起來,又缺乏精確計量其「貢獻值」的統計工具,所以它們依舊很難像 Google 那樣,直接將轉化率擺在廣告主面前,以獲得親睞。如果有一種「歸因工具」讓廣告主能夠更加清晰地看到消費者是如何受到社交網絡廣告影響而促進購買行為的,那麼社交網絡的廣告商業模式將會更加成熟。

“Advertisers are getting more ROI than ever before,” Adobe digital analyst Tamara Gaffney told me last week. “Consumers are starting to integrate social into their purchasing behavior.”

It’s taken a while, and search has long been the premium way to reach buying customers and generate immediate revenue. But this mammoth study of 130 billion Facebook ads, a billion Facebook posts, 2.3 billion Facebook comments, shares, and likes, and more than 400 million individual unique visitors says that social ROI is growing “phenomenally.”

But it’s still undervalued by advertisers because of one unique factor.

“Social media is often not the last thing you do before you buy,” Gaffney says. “It’s often the first thing … so advertisers are undervaluing social by as much as 116 percent.”

Screen Shot 2013-10-28 at 7.48.38 AMIn other words, your journey to purchase includes social, but perhaps not as the last step. And in digital advertising, last-mile solutions — which are often a web search for a specific product or the best-price retail outlet — get paid the most.

Which is why, of course, Google is so wealthy.

But for brands, the key take-away is that social often starts the purchase journey, meaning that it’s even more critical to be active on Facebook, Twitter, Pinterest, and other social networks than ever before. Much of that influence can be via earned and owned media, with likes producing a full 87 percent of all social engagement on Facebook, Adobe’s report says, and brand posts with images producing 600 percent higher engagement rates than posts with just text.

But paid media is getting more and more attractive too.

Facebook’s cost-per-click (CPC) is down 40 percent this year over last, and it’s click-through rate is up 275 percent — a very nice combination for anyone in marketing. That, as well as the social network’s growth, has led to click volume that’s up 29 percent year-over-year and Facebook ad impression volume that’s up 85 percent year-over-year.

Twitter’s doing well too.

“Twitter is sending 258 percent more traffic to retail sites year over year,” Gaffney says. “And, Twitter is delivering four times the revenue per visit this year versus last year: 44 cents versus 11 cents.”

Screen Shot 2013-10-28 at 7.51.15 AMThat’s good news for the soon-to-IPO social network, especially given recent news that some ad networks are seeing decent revenue per visitor from Twitter, but such low click-through and engagement rate that they are abandoning Twitter. Facebook still leads at $0.93 of revenue per visitor, up from $0.67 last year, but Twitter is way up.

Pinterest has jumped as well, hitting $0.55 this year compared to $0.22 revenue per visitor in 2012.

In addition, while Facebook still has the lion’s share of social visitors at 67 percent of all social referred visits, Twitter skyrocketed 258 percent this year, more than doubling Pinterest’s growth, and Facebook dropped from 77 percent.

All that social influence is not going unnoticed, Adobe says, and next year, it will provide better monetization for the social networks.

“Next year, we’ll see better attribution tools,” Gaffney told me.

That means advertisers will be able to tell with greater accuracy exactly how a particular buyer reached his or her buying decision, with various steps in social, search, and other sites, and attribute the value of that sale more equitably across the various platforms.

That can only mean good things for Facebook, Twitter, and Pinterest.

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