As Facebook’s Q3 2012 earnings call looms, marketers report an increase in click-through rates, with plummeting costs-per-click. Advertisers are seeing better performance according to the reports, but how will investors take the news?
Two reports out just ahead of Facebook's Q3 2012 earnings call paint a picture of plummeting CPCs for ads on the social network. The average cost per click for Facebook ads in Canada and the US has fallen back to 2010 levels, according to TBG Digital.
This quarter, they report, the average CPC fell 40 percent in the United States and 27 percent in Canada. Spruce Media puts the CPC decrease at 18.2 percent, compared to Q3 2011.
It's not all bad news, says Spruce Media. Click-through-rates have increased at a faster rate; advertisers are seeing improved performance per ad viewed, making CPMs worth more to advertisers. CPMs have increased 27.5 percent YoY, while CTRs are up 57.2 percent. In the United States, they report, CPMs rose 40.5 percent while CTRs rose 61.1 percent.
"From a Facebook perspective, the increase in CPMs is good news," Spruce Media's Justin Kistner writes of his findings. "Increased CPMs means they are increasing their revenues per impression. If Facebook is maintaining their inventory sell through rate, then it should equate to more revenue per user," he explained.
TBG Digital expects CPCs to increase, noting, "High click-through rates provided by News Feed ad placements have meant that advertisers do not have to spend as much. This may have had a positive effect on CPCs. Expect to see CPCs rise as competition for inventory increases."
TBG Digital and Spruce Media each evaluated billions of Facebook ad impressions for their reports.
Facebook will report their Q3 2012 earnings later today, beginning at 5pm EST.
This article was originally published on Search Engine Watch.
Revolutionize your digital marketing campaigns at ClickZ Live San Francisco (August 10-12)!
Educating marketers for over 15 years, our action-packed, educationally-focused agenda offers 9 tracks to cover every aspect of digital marketing. Join over 500 digital marketers and expert speakers from leading brands. 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.