This infographic from WordStream illustrates the most important Facebook advertising benchmarks, including click-through rate, cost-per-click, conversion rate, and cost-per-action across 18 different industries.
Facebook advertising CPMs were highest for the telecommunications industry and lowest for the gaming vertical in Q1 2015.
Search ad click-through rates in the US saw significant year-over-year increases.
Click-through rates across devices much more similar when normalizing for ad position, at least for positions 1 through 5. Marin’s study also predicts that by the end of next year, mobile could account for half of all paid search clicks.
Google’s Product Listing Ads (PLAs)—enhanced search ads that include features such as price and image—saw steep growth in Q4 2013.
Clicks for paid search increased 12.3% year over year worldwide, although impressions had dropped by just over 10%.
The majority of US marketers used engagement to measure native advertising.
This infographic by Kenshoo Social (via AllFacebook) illustrates the key performance indicators for Facebook advertising for Q2 vs Q3 2013.
Retailers, attracted by lower costs-per-click (CPCs) and higher click-through rates (CTRs), are diverting more paid search dollars from text ads to product listing ads (PLAs).
Facebook exchange units can deliver an ROI comparable to other search and direct response channels, but that’s more likely to be the case for dynamic than static units.