facebook ads benchmark report

7/28/2019 Facebook Ads Benchmark Report

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2013 salesforce.com, inc. All rights reserved. Proprietary and Condential 0613

The Facebook AdsBenchmark Report


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2013 salesforce.com, inc. All rights reserved. Proprietary and Condential http://www.salesforcemarketingcloud.com/ 2

The Facebook Ads Benchmark Report

T

able Ctets

Itructi 4

Facebk A Tpe Bechmarks 7

Iustr Bechmarks 13

Gegraphical Bechmarks

18

Cclusi 29


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Introduction


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Itructi

Itructi

Curret a uture scial avertisig tres ctiue t shw a icreible amut grwthi the iustr. Research i a recet BIA/Kelse reprt suggests that the scial a marketma reach $11 billi b 2017, up rm $4.7 billi i 2012. The same reprt iicates that thescial a market is ug a grwig, represetig l 1-10% ma avertisers bugets.Aitiall, theres a huge pprtuit i mbile avertisig. eMarketer shws that whilembile represets 12% peples time spet csumig meia, l 3% Uite Statesavertisig is spet mbile. This represets a $20 billi pprtuit i the Uite States.

The mobile trend has unsurprisingly included social network usage and advertising According to BIA/Kelsey, both Twitter and Facebook

have passed the 50% mobile usage mark, and about 30% of Facebooks ad revenue comes from mobile

As social media advertising continues to gain momentum, and marketers devote more of their budgets to it, the need for market research

has become more important Using Socialcom data, Salesforce Marketing Cloud decided to benchmark performance and cost metrics

for social advertising, focusing on Facebook advertising, to provide a baseline for key metrics by creative type, industry, and geography

In this report, youll learn:

Which Facebok ad types deliver the best performance

Average KPIs such as cost per click and click-through rate for your industry

Regional and country breakdown of performance and cost benchmarks for Facebook ads
http://www.kpcb.com/insights/2013-internet-trendshttp://www.kpcb.com/insights/2013-internet-trendshttp://techcrunch.com/2013/05/01/facebook-mobile-ad-revenue/http://techcrunch.com/2013/05/01/facebook-mobile-ad-revenue/http://www.kpcb.com/insights/2013-internet-trendshttp://www.kpcb.com/insights/2013-internet-trends


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Itructi

Methlg

Data for this report was collected from January 1st to March 31st, 2013

Performance was measured from Socialcom across more than one million ad units and over 114 billion impressions

This report analyzed the top 25 countries globally and top five countries per region (Americas, EMEA and APAC) based on

impressions

All rates were converted to US dollars using the average daily conversion rates during the reporting period

KPI Glssar

Click-Through Rate (CTR) Number of clicks divided by number of impressions per ad

Cost per Click (CPC) Total cost divided by number of clicks per ad

Cost per Impression (CPM) Total cost divided by number of impressions per ad, multiplied by 1000

Cost per App Install Total cost divided by number of App Installs per ad

Cost per Page Like Total cost divided by number of Page Likes per ad

App Install Rate Number of App Installs divided by number of impressions per ad

Page Like Rate Number of Page Likes divided by number of impressions per ad
http://localhost/var/www/apps/conversion/tmp/scratch_5/social.comhttp://localhost/var/www/apps/conversion/tmp/scratch_5/social.com


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Facebook AdType Benchmarks


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Facebk A Tpe Bechmarks


Whe etermiig the right tpe Facebk a t use r ur campaigs, there are a umber variables at pla, icluig lcati, creative tpe, campaig gals, a mre. Bechmarksr ke metrics ca help with ur ecisi as well, which is wh we chse t cus thiscategr i ur research.

External Website Ad

Inline Like

App Ad

Page Post


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Mobile App Install

Event RSVP

Sponsored Page Like Story

Sponsored App Action Story


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Sponsored Page Post Action Story

Sponsored Page Post Like Story

Sponsored Place Check In Story

All photos in above charts from Facebook Ads and Sponsored Stories Guide
https://www.facebook.com/business/sponsoredstories/https://www.facebook.com/business/sponsoredstories/


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FACEBooK Ad TyPE PERFoRMAnCE And CoSTSCTR CPC CPM

$0 $1 $2 $3 $4 $5 $6 $7$0.00 $0.10 $0.20 $0.30 $0.40 $0.50 $0.60

0.0% 0.5% 1.0% 1.5% 2.0% 2.5% 3.0% 3.5%

Sponsored PlaceCheck-In Story

Sponsored Page PostLike Story

Sponsored Page PostAction Story

Sponsored PageLike Story

Sponsored AppAction Story

Page Post

Mobile AppInstall Ad

Inline Like

Event RSVP

Action Story

Application 0.04% $0.30 $0.20

0.02% $0.22 $0.10

0.02% $0.29 $0.15

0.03% $0.19 $0.19

1.72% $0.32 $5.68

2.03% $0.23 $4.00

0.34% $0.58 $1.91

0.30% $0.39 $1.44

2.13% $0.11 $3.64

2.32% $0.15 $4.58

3.20% $0.04 $6.27

Average Click-Thrugh Rate Average Cst per Click Average Cst per Impressi

Click-through rates are well above average for several sponsored ad types, including Sponsored Place Check-In Stories and

Sponsored Page Post Like Stories

Application, Click ads, Event RSVPs and Inline Likes receive very small click-through rates, but are all very cheap in terms of cost

per impressions

Mobile App Install Ads have above-average cost per click and cost per impression


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SPonSoREd SToRy VS. non-SPonSoREd SToRy PERFoRMAnCE

0.00% 0.05% 0.10% 0.15% 0.20%$0.00 $0.30 $0.60 $0.90 $1.20 $1.50

SponsoredPage Like

Inline Like

Sponsored App

Application

APP

INSTALL

PAGE

LIKE

$1.10 0.02%

$1.37 0.12%

$0.56 0.01%

$0.80 0.17%

Average Cst App Istall r Page Like Average App Istall r Page Like Rate

Sponsored App Action Stories cost 25% more per App Install compared to their non-sponsored counterpart but drive App Installs ata 57x higher rate

Sponsored Page Like Stories cost 43% more per Page Like compared to their non-sponsored counterpart but are 137x more

successful at acquiring the Page Like

Sponsored

Non-Sponsored


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Industry Benchmarks


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Iustr Bechmarks

Iustr Bechmarks

Hw are ur Facebk as perrmig cmpare t the rest the aut iustr? d upa mre r less r impressis tha ther CPG bras avertisig Facebk? Iustrbechmarks are a great tl t etermie where u sit i ur vertical cmpare t urpeers. Is ur perrmace abve r belw the average?

FACEBooK Ad PERFoRMAnCE And CoSTS By IndUSTRy

CTR CPC CPM

$0.00 $0.50 $1.00 $1.50 $2.00$0.00 $0.10 $0.20 $0.30 $0.400.00% 0.25% 0.50% 0.75% 1.00%

Travel and Leisure

Telecommunications

Technology

Sports

Publishing

Other Online Services

Non-Prot

Health and Beauty

General Retail

Gaming

Food and Beverage

Finance

Entertainment

Deals

Dating

Consumer Packaged Goods

Clothing and Fashion

Automotive

Advertising and Consulting 0.068% $0.22 $0.16

0.297% $0.34 $0.66

0.239% $0.21 $0.43

0.386% $0.23 $1.89

0.254% $0.08 $0.36

0.217% $0.21 $0.65

0.790% $0.22 $1.75

0.255% $0.30 $0.82

0.110% $0.30 $0.38

0.293% $0.36 $0.98

0.027% $0.38 $0.10

0.502% $0.31 $1.39

0.205% $0.20 $0.38

0.165% $0.39 $0.23

0.433% $0.36 $1.00

0.919% $0.34 $1.39

0.439% $0.26 $0.78

0.205% $0.19 $0.52

0.263% $0.35 $0.72



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Iustr Bechmarks

IndUSTRIES WITH HIGH And LoW CTR RATES

CTR CPC CPM

0.00% 0.25% 0.50% 0.75% 1.00%

Dating

Deals

Entertainment

Publishing

Health and Beauty

General Retail

Telecommunications

H

IGH

LOW

$0.00 $0.10 $0.20 $0.30 $0.40 $0.00 $0.50 $1.00 $1.50 $2.00

0.919% $0.34 $1.39

0.502% $0.31 $1.39

0.433% $0.36 $1.00

0.790% $0.22 $1.75

0.439% $0.26 $0.78

0.165% $0.39 $0.23

0.027% $0.38 $0.10


The telecommunications (28x above average), publishing (25x above average) and general retail (58% above average) industries

show click-through rates and cost per impressions well above average

Deal sites have a click-through rate 48% below average, while dating sites have a CTR 92% below average


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Iustr Bechmarks

PAGE LIKE BEnCHMARKS By IndUSTRy

$0.00 $0.20 $0.40 $0.60 $0.80 $1.00 $1.20 $1.40 $1.60

Travel and Leisure

Telecommunications

Technology

Sports

Publishing

Other Online Services

Non-Prot

Health and Beauty

General Retail

Gaming

Food and Beverage

Finance

Entertainment

Deals

Consumer Packaged Goods

Clothing and Fashion

Automotive

Advertising and Consulting

0 .0 0% 0 .0 2% 0 .0 4% 0 .0 6% 0 .0 8% 0 .1 0% 0 .1 2%

$0.76 0.027%

$1.13 0.050%

$0.34 0.031%

$0.58 0.046%

$0.84 0.084%

$0.54 0.029%

$0.68 0.043%

$0.65 0.046%

$1.23 0.108%

$0.38 0.016%

$0.83 0.046%

$1.17 0.050%

$1.57 0.096%

$0.56 0.030%

$0.38 0.040%

$1.08 0.026%

$0.69 0.029%

$0.87 0.021%

Average Cst per Like Average Page Like Rate

This chart shows the Average Cost per Page Like and Average Page Like Rate per industry


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Iustr Bechmarks

IndUSTRIES WITH HIGH And LoW PAGE LIKE RATES

$0.00 $0.50 $1.00 $1.50 $2.00

Gaming

Technology

Non-Prot

Food and Beverage

Automotive

Health and Beauty

General Retail

Telecommunications

HIGH

LOW

0.00% 0.02% 0.04% 0.06% 0.08% 0.10% 0.12%

$1.57 0.096%

$1.23 0.108%

$1.17 0.050%

$1.13 0.050%

$0.34 0.031%

$0.38 0.040%

$0.38 0.016%

$0.54 0.029%

Average Cst per Page Like Average Page Like Rate

Telecommunications, general retail, health and beauty, and automotive Facebook ads have a higher cost to obtain fans, but allacquire fans at above average rates

At $034, food and beverage Facebook ads have the lowest Cost per Page Like rate, followed by non-profit, technology

and gaming


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Location Benchmarks


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Lcati Bechmarks

Gegraphical Bechmarks

We researche the tp 25 cutries glball, base Facebk avertisig impressis, aaalze ke metrics r each them, i aiti t the tp fve cutries base impressisi the Americas, EMEA a APAC. As u lk t avertise i particular cutries a ptimizeur campaigs mvig rwar, these bechmarks ca give u a great iea whether u areavertisig efcietl r ee t imprve base the verall averages withi ur target market.

Tp 25 Cutr Bechmarks


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Lcati Bechmarks

FACEBooK Ad PERFoRMAnCE FoR ToP 25 CoUnTRIESCTR CPC CPM

0% 0.5% 1.0% 1.5% 2.0% 2.5%

Venezuela

United States

United Kingdom

Turkey

Taiwan

Sweden

Spain

South Africa

Romania

Portugal

Poland

Netherlands

Mexico

Malaysia

Italy

GreeceGermany

France

Denmark

Canada

Bulgaria

Brazil

Belgium

Australia

Argentina

$ 0. 00 $ 0. 10 $ 0. 20 $ 0. 30 $ 0. 40 $ 0. 50 $ 0. 60 $0.00 $0.50 $1.00 $1.50 $2.00

0.159%

0.207%

0.706%

0.524%

0.257%

0.375%

0.424%

0.283%

0.276%

$0.07 $0.18

$0.08 $0.34

$0.51 $1.67

$0.06 $0.27

$0.08 $0.25

$0.10 $0.33

$0.12 $0.70

$0.07 $0.18

$0.09 $0.33

0.313%

1.018%

0.172%

0.439%

0.640%

0.539%

0.739%

0.327%

$0.38 $1.11

$0.03 $0.20

$0.11 $0.34

$0.17 $0.64

$0.36 $1.36

$0.04 $0.15

$0.40 $1.81

$0.35 $0.79

0.430%

0.235%

0.422%

0.788%

0.418%

0.332%

2.126%

0.171%

$0.24 $0.57

$0.31 $0.82

$0.29 $0.73

$0.10 $0.50

$0.10 $0.40

$0.39 $0.86

$0.11 $1.50

$0.24 $0.67



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Lcati Bechmarks

CoUnTRIES WITH HIGH CLICK-THRoUGH RATE

CTR CPC CPM

0% 0.5% 1.0% 1.5% 2.0% 2.5%

Malaysia

Bulgaria

Sweden

Denmark

Taiwan

$ 0.00 $ 0.10 $ 0.20 $ 0.30 $ 0.40 $ 0.50 $ 0.60 $0.00 $0.50 $1.00 $1.50 $2.00

2.126% $0.11 $1.50

0.706% $0.51 $1.67

0.739% $0.40 $1.81

1.018% $0.03 $0.20

0.788% $0.10 $0.50


Taiwans 213% CTR is 43x higher than the overall countries average

Denmark and Sweden have high CTRs, but higher than average CPC and CPM rates


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Lcati Bechmarks

APP InSTALL PERFoRMAnCE And CoSTS By CoUnTRy

$0.00 $0.50 $1.00 $1.50 $2.00 $2.50

Romania

Turkey

Brazil

Canada

PortugalUnited States

Venezuela

United Kingdom

Taiwan

Sweden

Spain

South Africa

Poland

Netherlands

MexicoMalaysia

Italy

Greece

Germany

France

Denmark

Bulgaria

Belgium

Australia

Argentina

0% 0.01% 0.02% 0.03% 0.04%

$0.55

$0.15

$1.00

$0.89

$0.52

$0.91

$0.41

$1.71

$0.14

0.024%

0.002%

0.017%

0.015%

0.017%

0.037%

0.011%

0.024%

0.025%

$1.45

$0.65

$1.64

$0.54

$2.46

$0.26

$1.40

$0.51

0.023%

0.012%

0.010%

0.017%

0.022%

0.013%

0.040%

0.034%

$1.36

$0.75

$0.61

$1.18

$1.37

$1.16

$1.38

$0.45

0.013%

0.021%

0.019%

0.022%

0.022%

0.021%

0.032%

0.030%

Average Cst per App Istall Average App Istall Rate


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Lcati Bechmarks

HIGH APP InSTALL RATE By CoUnTRy

0% 0.01% 0.02% 0.03% 0.04%$0.00 $0.50 $1.00 $1.50

Canada

Portugal

Brazil

Sweden

United States 0.040%$1.40

0.037%$0.91

0.034%$0.51

0.032%$1.38

0.024%$1.71

Average Cst per App Istall Average App Istall Rate

Facebook users in the United States, Sweden, Brazil, Portugal and Canada are more likely to install an app, but with the eception

of Sweden and Brazil, this is paired with a high cost per app install


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Lcati Bechmarks

REGIonAL PERFoRMAnCE And CoST CoMPARISon FoR AMERICAS, APAC And EMEA

CTR CPC CPM

0.00% 0.10% 0.20% 0.30% 0.40% 0.50% 0.60%

EMEA

APAC

Americas

$0.00 $0.05 $0.10 $0.15 $0.20 $0.25 $0.30 $0.00 $0.20 $0.40 $0.60 $0.80 $10.0 $1.20

0.18% $0.24 $0.66

0.52% $0.30 $1.02

0.27% $0.21 $0.52


$0.00 $0.20 $0.04 $0.60 $0.80 $1.00 $1.20 $1.40

EMEA

APAC

Americas

EMEA

APAC

Americas

APP

INSTALL

PAGE

LIKE

0% 0.01% 0.02% 0.03% 0.04% 0.05% 0.06% 0.07%

$1.32 0.035%

$1.18 0.022%

$1.03 0.023%

$0.66 0.067%

$0.80 0.069%

$0.44 0.017%


APAC region sees high CTR (61% above average), and Page Like Rate is 35% above average Yet in terms of cost in APAC, CPC is

21% above average, CPM is 39% above average and Cost per Page Like is 26% above average

EMEA region has a 55% higher CTR than the Americas, as well as a 15% below-average CPC and 29% below-average CPM

EMEA also the cheapest in Cost per App Install and Page Like

The Americas and APAC also have high Page Like Rates, but they are a more epensive region than EMEA


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Lcati Bechmarks

FACEBooK Ad PERFoRMAnCE And CoSTS In THE AMERICAS

Uite StatesCost per App Install: $140 CTR: 017%

App Install Rate: 0040% CPC: $024

Cost Per Page L ike: $064 CPM: $067

Page Like Rate: 0068%

BrazilCost per App Install: $051 CTR: 021%


Cost Per Page Like: $032 CPM: $034


VeezuelaCost per App Instal l: $041 CTR: 028%


CPM: $033

ArgetiaCost per App Install: $055 CTR: 016%




CaaaCost per App Install: $171 CTR: 024%


Cost Per Page L ike: $126 CPM: $082


Canada and the United States are the most epensive targeted countries within the region, with KPIs 50%+ higher than average

across the board

Clicks and impressions are very affordable in Venezuela, Brazil and Argentina


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Lcati Bechmarks

HEAd-To-HEAd: CAnAdA VS. U.S.

0.00% 0.02% 0.04% 0.06% 0.08%$0.00 $0.50 $1.00 $1.50 $2.00

United States

Canada

United States

Canada

APP

INSTALL

PAGE

LIKE

$1.71 0.02%

$1.40 0.04%

$1.26 0.05%

$0.64 0.07%


Canada has the second-highest CTR in the Americas, but it is not the best market for app install or Page likes App Installs are 23%

more epensive than the United States and Canada has 40% lower app install rate than the United States

Page Likes in Canada are 2x more epensive than the US and 30% lower Page likes rates than the US


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Lcati Bechmarks

FACEBooK Ad PERFoRMAnCE And CoSTS In APAC

AustraliaCost per App Install: $145 CTR: 031%


Cost per Page Like: $085 CPM: $111


SigapreCost per App Instal l: $094 CTR: 070%


Cost per Page L ike: $108 CPM: $137


TaiwaCost per App Install: $026 CTR: 213%



Page Like Rate: 0073%Vietam

Cost per App Instal l: $090 CTR: 155%




MalasiaCost per App Instal l: $089 CTR: 079%



Page Like R ate: 0071%

Australia and Singapore have the highest CPC at 96% and 67% above average, respectively

App Install Cost for Australia is 64% above average

Page Like Costs for Australia and Singapore are 46% and 86% above average, respectively


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Lcati Bechmarks

FACEBooK Ad PERFoRMAnCE And CoSTS In EMEA

Uite KigmCost per App Instal l: $116 CTR: 033%




FraceCost per App Install: $075 CTR: 017%




Suth AricaCost per App Instal l: $246 CTR: 033%


Cost Per Page L ike: $055 CPM: $086Page Like Rate: 0033%

GermaCost per App Instal l: $100 CTR: 042%




TurkeCost per App Instal l: $045 CTR: 028%




South Africa has the highest costs in EMEA, as its CPC, CPM and Average Cost per App Install are all significantly above average

France has lower-than-average CPC, CPM, Cost per App Install and Cost per Page Likes


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Conclusion


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Have questis? Ctact us:

W wwwsalesforcemarketingcloudcom E marketingcloud@salesforcecom @marketingcloud T 1-888-672-3426

Cclusi

Cclusi

With the glbal tprit Salesrce Marketig Clu a Scial.cm, we sught t prviea bechmarkig reprt r bra tres i the scial avertisig iustr. Speig avertisigme withut frst lkig at verarchig ata is aki t wastig me, particularl i aiustr rich with statistics t help guie u. our bechmarks prvie a baselie r u tmeasure ur w perrmace a csts agaist the perrmace a csts thers i urcutr, regi a iustr. With this kwlege, u ca begi t uersta where t cusur ptimizati erts withi a particular market, a ultimatel receive mre retur r uravertisig llar.
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