Facebook ad click-through rates grew by 10% quarter-over-quarter (Q-o-Q) in Q4, says Kenshoo Social in its latest Facebook advertising data release. Ad impressions and clicks grew by 51% and 66%, respectively, following smaller increases in Q3, while holiday season competition drove a reversal in unit cost trends from the prior quarter. After reporting a drop in costs-per-click (CPCs) during Q3, Kenshoo indicates that CPCs grew by 21% Q-o-Q in Q4.
Cost-per-thousand impressions also grew during the fourth quarter, up 33%, as spending on Facebook ads doubled.
The results show that direct response advertisers continue to see growing revenues from their Facebook campaigns. During Q4, these advertisers – those tracking social media revenue directly – enjoyed a seasonal gain of 60% over Q3. Earlier this year, Kenshoo touted Facebook’s capabilities as a direct response platform on the basis of direct response advertisers’ Q2 revenue uptick of 28.3%. Read the rest at MarketingCharts.