cost per click

Facebook Ads See Better Results in Q2

source: http://www.marketingcharts.com/wp/direct/facebook-ads-see-better-results-in-q2-36003/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

Kenshoo-Facebook-Ad-Performance-Trends-in-Q2-Aug2013Facebook users are engaging more with advertising on the social networking platform, with increases in clicks and conversions leading to higher revenues for advertisers during the second quarter of the year, reports Kenshoo Social in a new study. Click-through rates were up by 18.5% quarter-over-quarter, leading to a 15.9% drop in average cost-per-click and a 16.4% rise in clicks. Perhaps those complaints about Facebook ads interfering with the user experience aren’t amounting to much.

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Friday, August 23rd, 2013 news No Comments

drag2share: Mobile Ad Prices Climb Despite Higher Supply

source: http://feedproxy.google.com/~r/businessinsider/~3/xM9BLLZ58W8/consumers-more-loyal-to-ios-2013-7

Mobile Ad Prices Climb Despite Higher Supply (MoPub)
Advertising exchange platform MoPub surveyed their 500 million monthly active users to provide insight on mobile ad buying trends during Q2 2013. They found the effective cost per impression (eCPM) on their platform rose 25% to $1.01. Effective cost-per-click (eCPC) also increased over the quarter to $0.09, which is up 10% from last quarter. They also claim prices being driven up despite a a growing ad inventory. Read >

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Monday, July 29th, 2013 news No Comments

Advertisers Double Down on Mobile Paid Search – eMarketer

source: http://www.emarketer.com/Article/Advertisers-Double-Down-on-Mobile-Paid-Search/1010042

Search advertisers must meet consumers where they conduct their web activity

As smartphones and tablets play an increasingly dominant role in consumers’ daily web activities, advertisers are putting more dollars to paid search ads on the devices. According to Q2 2013 research from digital marketing solutions company IgnitionOne, US mobile paid search spend more than doubled year over year on both smartphones and tablets. By comparison, total search spend was up only 7% over Q2 2012.

Tablets saw a slightly bigger bump in spending and delivered impressions, but smartphones grew more robustly in terms of clicks, as more users tapped on paid search links on their phones. In keeping with this, the cost-per-click (CPC) on smartphones got cheaper, down by 13%, while tablets’ CPCs were up 13%.

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Friday, July 12th, 2013 news No Comments

drag2share: New Evidence Of A Brand Push Into Mobile Advertising

source: http://feedproxy.google.com/~r/businessinsider/~3/5UtiuKBdIwg/new-evidence-for-brand-push-into-mobile-2013-7

BII_Velti_May2013New Trends In Mobile Advertising (Velti)
Velti’s State Of Mobile Advertising report compares mobile ad statistics for May 2013 with a year earlier, and comes up with some interesting trends. Overall, it’s clear that there’s a shift away from direct response type advertising, and toward audience-based, impression-based marketing characteristic of brand campaigns. The evidence for that is in the move toward larger ad units, cost-per-impression rather than cost-per-click advertising, and the decline of gaming apps in terms of ad impression share. Here are a few stats:

  • The iPhone saw a 4.7% increase in full-screen ads between May 2012 and May 2013
  • Gaming apps saw their ad impression share drop 15% in the period
  • CPM (cost-per-impression) campaigns rose 30% year-over-year
  • iOS saw a 5% increase in its impression share


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Monday, July 8th, 2013 news No Comments

Mobile Gets One Out of Five Paid Search Clicks

Source: http://www.emarketer.com/Article/Mobile-Gets-One-of-Five-Paid-Search-Clicks/1009865

Mobile accounts for a growing portion of US paid search ad clicks, at 20% in Q1 2013. But spending still lags behind at 15% of total paid search spend. Cost-per-click rates continue to decline.

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Monday, May 6th, 2013 digital No Comments

Mobile to Drive One-Third Paid Search Clicks by End 2013

source: http://feedproxy.google.com/~r/businessinsider/~3/gqk72Bz0Xnw/facebook-to-create-mobile-experiences-22013-2

Mobile To Drive One-Third Of Paid Search Clicks By Year End (Search Engine Land)
Marin Software released a report called The State of Mobile Search Advertising in the World. The 2012 data is drawn from search campaigns conducted in 13 geographies including the U.S., UK, China, Europe and Australia.

State of Mobile Search Advertising

Marin forecasts that mobile devices will drive a third of U.S. paid clicks by December 2013. The company says that as of December 2012, mobile devices accounted for 23.4 percent of all US paid-search clicks. Mobile also captured 18.4 percent of search budgets in December.

mobile click through rates

Marin found that paid search campaigns on smartphones and tablets delivered higher click-through rates (CTR) at a lower cost-per-click (CPC). However, overall, conversions were lower on mobile devices. But because there are relatively few e-commerce sales on smartphones, this metric (“conversions”) isn’t a great fit.

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Wednesday, February 13th, 2013 news No Comments

Google’s CPC Growth Slumps

Source: http://www.businessinsider.com/googles-cpc-slump-2012-4

Business Insider Intelligence is a new research and analysis service for real-time insight and intelligence about the Internet industry. The product is currently in beta. For more information, and to sign up for a free 30-day trial, click here.

Google released solid financial results last week, meeting expectations on revenue and beating street consensus on the bottom line. However, tucked away in the earnings call was a troubling statistic: cost-per-click growth slumped 12 percent year-over-year. This follows an 8 percent drop in CPC in the prior quarter.

The drop is probably the result of a surge in mobile search queries with the growth of smartphones and tablets. While Google reportedly has an ~90 percent share of the mobile search market, mobile CPC is much lower. Conventional wisdom holds that they will eventually catch up, but we argue in a new note that this is not necessarily the case.

This is because Google’s revenue is determined by advertisers’ ROI, not the number of clicks on search ads. In other words, unless consumers start purchasing more goods because of their mobile devices, CPCs won’t rise.

Click here to read our note on Google’s quarterly results →

Google CPC Growth

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Monday, April 16th, 2012 news No Comments

Facebook Had A Massive Q1 2012 In Ad Sales, But Performance Softens In The US

Source: http://www.businessinsider.com/facebook-q1-2012-earnings-ad-revenue-2012-4

facebook thumbs up

Facebook had a great Q1 2012, with a 41 percent increase in ad rates (the cost-per thousand impressions that advertisers pay), according to TBG Digital, a major seller and manager of Facebook advertising campaigns.

This bodes well for Facebook’s Q1 earnings, which the soon-to-go-public social network has yet to report.

The only bad news: performance softened somewhat in the U.S., where Facebook’s growth overall is slowing.

TBG’s conclusion was based on a sample of 327 billion ad impressions from 235 Facebook advertising clients. What follows are TBG’s estimates of Facebook’s Q1 ad performance, accompanied by commentary from TBG CEO Simon Mansell and his team.

(If you want the Q4 2011 Facebook numbers for comparison, click here.)

CPM rates are up 41%

“Facebook is earning more from Marketplace ads which could have a positive impact on their imminent IPO. We have seen an increase of 41% in Cost per Thousand impressions (CPM) since Q1 2011, which indicates how much Facebook earns per ad served. Average CPM has increased by 15% from Q4 2011 to Q1 2012 with the US seeing an increase of 11% and the UK seeing an increase of 13% during the same period.”

Cost of advertising up by almost 23%

“Cost per Click (CPC) prices have increased by almost 25% since last quarter with the biggest increase in France (35%) followed by the US (20%). There has been a 34% increase in US CPC costs in the past year. Unbalanced supply and demand could be the reason behind these rises. Growth in new users may be slowing but the social network is becoming more attractive to advertisers.”

Ad engagement decreases in the US

“The US experienced a reduction in average Click Through Rate (CTR) of 8% in this quarter with the top five territories seeing an average decrease of 6%. France saw a drop of 13%. CTR is generally a measure of how engaging users find the ad, affected by the quality of the creative and how appropriate the ad’s targeting. However, this drop comes after Facebook has increased the number of ads on a page, sometimes showing up to seven at a time, which could also be a contributing factor to this change.”

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Monday, April 16th, 2012 charts No Comments

The Scariest Thing About Google’s Earnings (GOOG)

Source: http://www.businessinsider.com/chart-of-the-day-google-cost-per-click-change-2012-4

On Google’s earnings call yesterday, some analysts honed in on a particular trend: declining cost-per-click rates, or CPCs.

Google’s ad revenue is determined largely by two factors: the number of clicks on ads (“paid clicks”) and how much advertisers pay for each click (“CPC”). The first number has been rising fast — it was up 39% in Q1 of 2012, compared with the previous year.

But the second number has started to decline, and was down for the second consecutive quarter (as compared with a year ago).

Google said that the factors driving CPC are very complicated, and include foreign exchange rates, rising mobile usage of Google (where advertisers pay lower prices per click), faster growth in developing countries (where prices are lower), and changes in ad quality all have an effect.

Most analysts seem to agree that CPCs, taken in isolation, are not the best measure of Google’s business. But if you’re looking for a reason why the stock went down today, other than the new class of stock the company announced, this might be it.

chart of the day, google cost-per-click change, april 2012

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Friday, April 13th, 2012 news No Comments

Not 1, Not 2, Not 3, But 4 Display Ads Per Pageview – Shame on You Facebook

Updated May 12, 2012. Freddy Nager, Prof of Integrated Marketing at UCLA sent me a screen shot showing 9 display ads per page. The unscupulosity of Facebook is at an all time high – right up to their IPO.

THANKS Freddy Nager @AtomicTango, Prof of Integrated Marketing, UCLA for the screen grab of 9 and 10 ads per page.

http://atomictango.com/2012/04/20/myspace-facebook-continued/

Updated February 3, 2012.  This is how Facebook is growing ad revenues – SEVEN DISPLAY ADS PER PAGE – EVIL!

facebook ads

 

 

But despite this kind of “cheating” their revenues are decelerating. And there is the “danger” of advertisers getting smart and changing from paying on a CPM basis to paying only on a CPC basis — paying only when they get the click. That would mean Facebook’s revenue could drop off a cliff.

Source: http://www.businessinsider.com/chart-of-the-day-facebook-revenues-are-decelerating-2012-2

Facebook revenues decelerating

 

Updated:  FIVE (count ’em) 5 ads per page – SHAME on you Facebook – the highway robbery gets worse.  Advertisers, quick, go to CPC (don’t pay CPMs any more).

Multiple ads on the same page run up the impression numbers, but artificially depress click-throughs because even if they wanted to, users can only click on one ad at a time. Shame on your Facebook for overtly and systematically robbing advertisers who pay on a CPM basis.

But then again shame on you advertisers who still pay CPMs when you can easily click a radio button to select CPC — Facebook even suggests a range for you automatically (see inset below).

What is the advantage of paying by CPC (cost per click) instead of CPM (cost per thousand impressions)?  Well, remember the old ad industry joke “I know I am wasting half my ad dollars, I just don’t know which half” — well, now you know.  In fact, you now know you are wasting 99% of your ad dollars to wasted impressions that get no action/clicks from users AND you know which 99%.  See infographic below. So stop paying CPMs and start paying CPCs TODAY. Your ad budget will thank you!

Just how DISMAL are  Facebook advertising metrics and benchmarks (click to see )?

According to data from comScore, in Q3 2010, Facebook served 297 billion display ad impressions giving it 23% of the U.S. market for display ads. In digital channels, since there is no longer the physical limitation of time (airtime on TV) or space (area to put ads on dead-tree pulp) companies can create “inventory”  out of thin air and magically increase revenue on the backs of advertisers still willing to pay for impressions. I guess it really is caveat emptor.

chart of the day, share of online ad impressions, nov 2010

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Thursday, November 11th, 2010 analytics, digital, display advertising, marketing 1 Comment

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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