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.
August 10-12: Revolutionize your digital marketing campaigns at ClickZ Live San Francisco! Educating marketers for over 15 years, our action-packed, educationally-focused agenda covers every aspect of digital marketing. Early Bird rates available through Friday, July 17 - save up to $300! Register today.
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.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.