This Facebook Feature Works BestWritten by Michael Levanduski
January 30, 2013 # 10:39 am # Marketing Insights, Specials # 4 Comments
Advertising with Facebook allows marketers many options for placement as well as many ways to reach consumers in the online Facebook community. Constantly, the company releases new tools and techniques, so choosing the very best one can make for a bit of a confusing experience. However, according to a recent study, there is really only one form of Facebook marketing that brings marketers the results that they really want. With social marketing being such a huge industry these days, marketers need all the help they can get to make sure that their social efforts are at the best they can be. Therefore, this new study from Nanigans reveals where these marketers should be focusing their attention, when it comes to Facebook.
The results of the Nanigans survey have been reported by Inside Facebook, and they show that the best method for marketing with Facebook today is placing advertisements directly in the News Feed. With Page Post advertisements, marketers are able to put their social marketing content directly in front of consumers’ faces in the place where their attention is focused the most. However, possibly the most important fact is that the study shows Page Post ads as being able to generate a 14 percent higher return on investment than the marketplace ads that used to be the talk of the town in the Facebook marketing community.
There have been plenty of other studies showing the success of Page Post ads, however most of these studies did not compare them to Marketplace ads, but instead to Sponsored Stories. Since Sponsored Stories are only available to be shown to friends of users that connect with the advertiser and can only lead to a Facebook destination, Nanigans chose to compare to Marketplace ads which can lead to locations that are off of Facebook and that can be targeted to any given Facebook user.
In doing their research in such a way, here are a few things that Nanigans found in their study as reported by Inside Facebook.
Nanigans found 45 times higher clickthrough rates and 68 percent lower costs per click with Page Post Ads versus Marketplace. Nanigans says the average CPC ranged between $0.14 and $0.26. The cost per action — with actions being registering for the retailer’s site — was 48 percent lower with the Page Post Ads in the feed.
In comparing Page Post ad performance on desktop to the performance on mobile, the study showed that mobile Page Post ads brought in CTRs that were 1.9 times higher than those on desktop. Page Post ads had around 46 percent lower CPCs as well, which means that all of the stress that is put on mobile optimization of web sites is even more justified.
Even though there really has not been anyone that has had any doubt that Page Post ads bring in success, we can now be sure that they are the best option. Not only do they perform the best, but they are also one of the cheapest ways to advertise on social media, which is always an important consideration.