針對 fb 廣告效果按行業地區CTR的大型研究

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文章分類 : Facebook, Research

據國外媒體報導,最近,Facebook 開始對廣告產品實施精兵簡政,而日前,美國企業在線軟件服務商 Salesforce.com 出台了一份企業在 Facebook 購買廣告的效果的全球性評估報告,報告指出,移動廣告的點擊效果好於桌面廣告,另外具有社交內容背景的廣告,效果也好於普通廣告,此外,不同市場不同行業的點進率差異巨大。

SalesforceComSponsoredVsNonSponsoredChart

Sponsored page like stories cost 43 percent more per like than their nonsponsored counterparts but were 13.7 times more successful at delivering page likes.

SalesforceComIndustryChart

Click-through rates were well above average for several types of sponsored stories, including check-in stories and page post like stories.

SalesforceComAdPerformanceCostsChart

Mobile app install ads delivered above-average cost per click and CPI.
Sponsored app action stories cost 25 percent more per app install when compared with their nonsponsored counterparts but drove app installs at a rate 5.7 times higher.

據國外媒體報導,最近,Facebook 開始對廣告產品實施精兵簡政,而日前,美國企業在線軟件服務商 Salesforce.com 出台了一份企業在 Facebook 購買廣告的效果的全球性評估報告,報告指出,移動廣告的點擊效果好於桌面廣告,另外具有社交內容背景的廣告,效果也好於普通廣告,此外,不同市場不同行業的點進率差異巨大。

Salesforce.com 擁有大量的在線企業用家,這些用家通過其旗下的社交廣告平台 Social.com 購買 Facebook 的廣告,據稱今年一季度,用家購買的 Facebook 廣告多達一百多萬種,顯示次數達到 1140 億次,Salesforce.com 由此掌握了 Facebook 廣告效果的海量數據,其中包括最重要的廣告價格和點進率。

這份報告的目的,是通過從全球範圍分析 Facebook 社交廣告的表現和潛力,讓廣告主和網絡廣告公司瞭解 Facebook 那些廣告產品效果最佳。

報告指出,到 2017 年,全球社交網絡廣告規模,將超過 110 億美元。顯然,社交廣告的潛力對於 Salesforce.com 是一個利好,其正在推進「社交企業」的理念。

研究者發現,Facebook 的社交廣告,在全球不同地區的價格差異明顯,其中在美洲,美國和加拿大是最貴的,與此同時每次點進和顯示價格在委內瑞拉、巴西、阿根廷等國家相對便宜。

研究者發現,和桌面廣告相比,在移動應用中顯示的廣告,擁有高於平均水平的點進率,自然每次點擊和每次顯示的報價也就越高。

眾所周知的是,Facebook 近些年來一直在推進移動廣告業務,最新季報顯示,移動廣告的收入已經佔到了 Facebook 廣告營收的 30%。

這份報告也從分行業角度分析了 Facebook 社交廣告的效果,統計顯示,電信行業和出版行業的廣告點進率較高,分別是 0.919% 和 0.70%。作為對比,約會網站和團購網站的廣告點進率較低,分別為 0.165% 和 0.027%。

在全球範圍內不同市場,Facebook 廣告價格的不一,源自點擊效果不一樣。研究者發現,在美國市場,整體點進率較低,僅為 0.171%,但是在中國台灣市場,點進率可以高達 2.126%。

這份研究報告也顯示,在 Facebook 的廣告產品中,具有社交內容背景的廣告,點進率好於其他廣告。

Source : All Facebook

Facebook recently announced plans to cut its number of ad units in half. New findings on the effectiveness of various Facebook ad formats in the first quarter support the social network’s move to effectively merge Sponsored Story ads into other ad units to give them social context.

The Salesforce.com benchmark report looked at click-through and other interaction rates, as well as CPMs and cost-per-click (CPCs) for 11 different Facebook ad formats, including Like, Page Post, Mobile App Install, Event RSVP, and several flavors of Sponsored Story ads tied to actions like check-ins and app use. The research overall was based on 114 billion impressions across 25 countries on Social.com, Salesforce’s social advertising arm.

Click-through rates were highest for Sponsored Page Post Action, Sponsored Page Post Like, and Sponsored Check-in Story ads, at 2.1% to 3.2%. Page Post ads were close, with a CTR of 2%. At the other extreme were app, Inline Like, Action Story and Event RSVP ads, which all had CTRs below 0.05%, but were significantly cheaper than other ad types on a CPM basis.

The highest-priced format was the Sponsored Check-In, with a CPM of $6.27, followed by the Mobile App Install ad ($5.68) and the Sponsored Page Post Like Story ($4.58). The Sponsored Story ads were among the least expensive on a CPC basis, with the notable exception of Sponsored App Action ads, which were the highest, at 58 cents.

The Salesforce report noted that those ads cost 25% more per app install compared to their non-sponsored counterpart, but drive installs at nearly six times the rate. Similarly, Sponsored Page Like ads cost 43% more than regular Page Like ads, but were 13.7 times better at generating Page Likes.

By turning organic user posts about products or brands into ads, Sponsored Stories have generally outperformed units that don’t have that social context. That’s why Facebook last week said it was phasing out Sponsored Stories as stand-alone ad units and effectively merging them into all ad products to boost performance and simplify ad-buying.

“Previously, advertisers had to specify when they wanted to add social context to ads or run separate Sponsored Stories. Now, we will add social context to all eligible ads, making it easier for marketers and reducing the number of ad units,” explained Facebook’s Director of Product Marketing Brian Boland last week, discussing the changes.

The study also looked at ad performance and cost on Facbook by industry. The telecom and publishing industries had the highest click rates — at 0.91%, and 0.79%, respectively — while deals and dating-related businesses had among the lowest, at 0.16% and 0.27%.

The category of “other online services” commanded the highest CPM rate, at $1.89, followed by publishing ($1.75), and telecom and retail, at $1.39 each.

Facebook CPC and CPM rates were closer in the U.S. at 24 cents and 67 cents, respectively.

 

Findings by Salesforce.com included:

  • Click-through rates were well above average for several types of sponsored stories, including check-in stories and page post like stories.
  • App ads, click ads, event RSVPs, and inline likes generated low CTRs but were all inexpensive in terms of cost per impression.
  • Mobile app install ads delivered above-average cost per click and CPI.
  • Sponsored app action stories cost 25 percent more per app install when compared with their nonsponsored counterparts but drove app installs at a rate 5.7 times higher.
  • Sponsored page like stories cost 43 percent more per like than their nonsponsored counterparts but were 13.7 times more successful at delivering page likes.

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