Study: Facebook Page Post Ads generate 14% higher ROI for retail sector than Marketplace ads

AdsPage Post Ads in the Facebook News Feed generate 14 percent higher return on investment for companies in the retail sector compared to Marketplace ads in the sidebar, a study from Nanigans has found.

Several other studies have shown the strength of News Feed ads over those in the sidebar, but those studies have often compared Sponsored Stories, which are ads that can only be shown to the friends of users who have connected with the advertiser and they must lead to a destination within Facebook. With its latest study, Nanigans looked at ads leading off-site in formats that could be targeted to any user, regardless of social connections.

Page Post Ads are ads that began as posts on a company’s Facebook page. In this case, the posts were photos that included a link to the retailer’s site in the caption. These can appear within the feed on desktop and mobile. Marketplace ads are the traditional ads in the desktop sidebar, which include a headline, body copy and small image. Note that the examples below are not necessarily Nanigans clients, they’re just used to illustrate the different ad types.

ad-types

Nanigans found 45 times higher clickthrough rates and 68 percent lower costs per click with Page Post Ads versus Marketplace. Nanigans says the average CPC ranged between $0.14 and $0.26. The cost per action — with actions being registering for the retailer’s site — was 48 percent lower with the Page Post Ads in the feed.

fb-ad-comparison

Nanigans also compared the relative performance of Page Post Ads on desktop versus mobile. The mobile version generated 1.9 times higher  CTRs than the desktop equivalent. Page Post Ads on mobile averaged 46 percent lower CPCs than on desktop. However, retailers should consider how well their site is optimized for mobile sign-ups or purchases before choosing mobile advertising over desktop News Feed ads.

mobile-desktop

Nanigans’ study was based on more than 975 million ad impressions from multiple retailers’ campaigns between December 2012 and January 2013.

Social Media 101

Mediabistro Course

Social Media 101

Get hands-on social media training for beginners in our online boot camp, Social Media 101! Starting September 4, social media and marketing experts will teach you the best practices to be successful on social. Register before July 31 to get $50 OFF with early bird pricing. Register now!

 

Leave a Reply

One Response to “Study: Facebook Page Post Ads generate 14% higher ROI for retail sector than Marketplace ads”

  1. Does Your Image Post Break Facebook's New Ad Rules? - Post Planner says:

    [...] You’ll need to test to see which type of ad performs for your page, but many are seeing huge success with Sponsored Stories. [...]

Get the latest news in your inbox
interested in advertising with inside facebook?

Social Media Jobs
of the Day

Web Developers / Web Designers

Entertainment Website
New York, NY

Search Marketing Analyst

Greater Than One, Inc.
New York, NY

Director, Digital Advertising Operations

re:fuel agency
Cranbury, NY

UI Designer

Healthx, Inc.
Indianapolis, IN

Featured Company

Join leading companies like this one and recruit from the nation's top media job seekers on the Mediabistro Job Board. Every job post comes with our satisfaction guarantee. Learn More
 

Our Sponsors

Also from Inside Network:   AppData - Facebook & iOS Application Stats   PageData - Engagement Data on Facebook Pages   Facebook Marketing Bible   Inside Network Research
 
home | site map | advertising/sponsorships | about | careers | contact us | help courses | browse jobs | freelancers | events | forums | content | member benefits | reprints & permissions terms of use | privacy policy Copyright © 2014 Mediabistro Inc. call (212) 389-2000 or email us