The average cost of CPC ads on Facebook rose significantly during the second quarter of the year, according to ad management platform provider Efficient Frontier’s quarterly digital marketing performance report.
On a quarter-over-quarter basis, the company estimated ad prices on the social network rose by an average of 22 percent, as competition for ad space continued to escalate. Those estimates are based on aggregated spending patterns from advertisers across its platform.
That 22 percent growth represents a slowing compared with the 40 percent quarter-over-quarter growth in prices Efficient Frontier reported in Q1. However, the company suggested that the variation could be attributed to the immaturity of the medium, which continues to create high volatility in the marketplace.
The report predicted that Facebook CPCs will continue to grow at a double digit pace for the remainder of this year.