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.
The average CTR for Position 1 of a video was 7.9 percent, whereas the average CTR for a classic result was 20 percent.
The curves in the following graph show the CTR for classic results (text content/web pages) versus image results for Positions 1 through 10.
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.