3Q Digital: Facebook’s unpublished post ads, better targeting options made for successful quarter

3Qbanner650

Several agencies are predicting a highly positive third quarter report from Facebook. While we won’t know exactly how the social network performed financially until Oct. 30, digital marketing agency 3Q Digital feels that Facebook had quite the quarter, pointing to the unpublished post ads and better targeting options.

Among 3Q Digital’s clients, click through rate (CTR) improved by 14 percent, to 0.65 percent (even though impressions took a fairly big hit).

The company also found that location is key in Facebook advertising, as the News Feed once again was much more effective than the right sidebar for ads. CTR for sidebar ads stayed the same as Q2, at .03 percent, but News Feed CTR increased from 1.34 in Q2 to 1.69 in Q3.

News Feed desktop ads showed an improvement in both cost-per-click and cost-per-like. CPCs for desktop News Feed ad fell 21 percent (from $0.53 to $0.42), while mobile ad CPC rose 16 percent to $0.29. Cost-per-like for News Feed desktop ads dropped an amazing 51 percent, from $2.10 to $1.03. This figure also fell on mobile, going from $1.56 to $1.28.

3Q Digital spokesman John McCartney discussed Q3 performance with Inside Facebook:

The new ad types and targeting options, combined with an increased focus on the mobile experience, appear to have improved Facebook’s ad performance. Moving forward, advertisers should seek to optimize both creatives, which are central to the critical News Feed placement, and the conversion process on phones and tablets, since mobile’s rising CTRs will also inflate CPAs if the conversion path offers a flawed experience.

Sponsored Post

Hands-On Social Media Training for Beginners


Social Media 101
In our Social Media 101 boot camp, you’ll determine the social media sites that matter most to you, based on personal and professional goals. Starting May 13, you will learn the best practices for using Facebook, Twitter, LinkedIn, Google+, Pinterest, Instagram and Tumblr, along with complete personal profiles on each site. Register today!

Leave a Reply

interested in advertising with inside facebook?

Social Media Jobs
of the Day

Manager Social Media

Ralph Lauren
New York, NY

Social Media Manager

Superfly
Chicago, IL

Social Media + Web Management Consultant

IPPF/Western Hemisphere Region
New York, NY

Director of Marketing (Social Media/Web)

Creative Circle
Corona, CA

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