BizReport

RSS feed Get our RSS feed

News by Topic




BizReport : Ecommerce archives : January 23, 2015


Kenshoo highlights rise in Facebook ad spend

Research from Kenshoo reveals the significant increase in Facebook ad spend driven by marketers' better understanding of the social networks' cross-channel campaign tools.

by Helen Leggatt

In 2014, Facebook ad spend rose 33% YoY. In the final quarter of 2014, click-through rates climbed by 430% compared to 2013.

According to Justin Thorne, Kenshoo's Marketing Director EMEA, this was down to improvements in ad formats coupled with more sophisticated campaign targeting and bidding. Thanks to such improvements, marketers have had to deal with less wasted impressions thus "showing more relevant ads to the customer segments most likely to convert".

"In social advertising in particular, there has been a steep learning curve as marketers have begun to better understand the nuances of the various Facebook ad formats and targeting capabilities, hence the very significant improvements in their campaign results," added Thorne.

The research, summarised in the 'Kenshoo Search and Social Snapshot: Q4 2014' infographic, also found that search advertising increased 15% YoY in Q4 2014 with clicks climbing 14% from the previous quarter.

"In social advertising in particular, there has been a steep learning curve as marketers have begun to better understand the nuances of the various Facebook ad formats and targeting capabilities, hence the very significant improvements in their campaign results."

Key findings from the research include:

- Paid search impressions increased 11% QoQ but decreased 4% YoY;
- Paid search clicks increased 14% QoQ and 8% YoY;
- Paid search click-through rate increased 2% QoQ and 11% YoY;
- Social impressions decreased 32% QoQ and 79% YoY;
- Social clicks increased 16% QoQ and 10% YoY;
- Social click-through rate increased 70% QoQ.






Tags: search marketing, social marketing, social media








Subscribe to BizReport







http://www.bizreport.com/2015/01/earn-trust-to-deter-shopping-cart-abandonment.html

 

 

Copyright © 1999- BizReport. All rights reserved.
Republication or redistribution of BizReport content is expressly prohibited without the prior written consent.
BizReport shall not be liable for any errors in the content, or for any actions taken in reliance thereon.