Though more women are on Facebook, marketers allocate more budget targeting men, who see more ads, click more, and cost less.
Women outnumber men on Facebook, yet marketers spend more targeting men, allocating 53 percent of their budget to male users. Why is that?
Quite simply, men are cheap. So say Kenshoo Social and Resolution Media in their latest Social Media Insights report, Men Are Cheap: Efficient Gender Targeting with Facebook Ads.
Despite the fact that 58 percent of Facebook users are women, advertisers allocate only 47 percent of their budget to targeting women. Men also account for more click volume, though this can be at least partly explained by the higher impression volume as a result of greater spend.
Other factors are in play, too, though. It’s also cheaper to target men than women; the average CPM for men is $0.16, compared to $0.20 to for women. Looking at costs-per-click, the disparity grows: $0.51 per click for men and $0.68 for women.
As a result, marketers can afford to reach more men and get greater exposure with their budget.
Kenshoo and Resolution offer a few tips to make the most of these insights in gender targeting on Facebook:
Kenshoo also released data recently that showed their Social clients grew ad spend on Facebook by 36 percent over the first half of 2012, while Enterprise and Local clients grew paid search ad budgets by 12 percent.
The full Men Are Cheap report is available to download from Kenshoo and examined aggregate data from nearly 65 billion Facebook ad impressions and 20 million Facebook ad clicks during a 12-month period.
This article was originally published on Search Engine Watch.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
A member of the Professional Writer's Association of Canada, Miranda has authored more than 60 e-books, 300 client projects, and thousands of articles and blog posts for clients ranging from SMBs to government agencies and Fortune 100 companies.
Miranda studied e-commerce at Athabasca University and specializes in marketing, business and educational material. She currently assists the Province of Ontario Ministries of Research & Innovation and Economic Development, Trade & Employment with their copywriting and SEO goals. She is one of a handful of Canadian consultants experienced with Ontario's new adult literacy curriculum framework and as such, is contracted by literacy agencies and publishing houses to develop new learning material.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.
September 17, 2014
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT