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BizReport : Social Marketing : October 14, 2014

Study IDs best time to advertise on Facebook

Facebook may not be quite the buzzword it was in 2012, but the social giant still carries weight. Consumers go there to connect with friends and family, brands to there to find rich data about their target markets. But, according to one new report, brands could miss the Facebook mark this holiday season.

by Kristina Knight

Marin Software has released The Retailer's Last Minute Guide to Holiday Advertising on Facebook, and their data indicates brands focused on getting social with customers on Black Friday and Cyber Monday may not get the best return on their investment. Not because people aren't shopping on those days...but because they are shopping on those days.

Marin's researchers looked at how consumers and brands interacted within Facebook's platform during the 2013 holiday season and discovered that click-thru rates were higher the two weeks leading up to the Thanksgiving weekend than on either Black Friday or Cyber Monday. on November 12 Facebook CTRs were 1620% higher than on Black Friday and 855% higher than Cyber Monday.

"Facebook advertising is a performance marketer's dream," said Daniel Morris, Director of Product Marketing at Marin Software. "As the network's ad offerings have matured, sophisticated advertisers are no longer viewing Facebook as a site for measuring nebulous factors like engagement. More and more, performance marketers understand Facebook's unique position in the buyer's online journey. Recognizing Facebook's role and relationship with complementary search and display campaigns, advertisers are adjusting their creative and spend to convert audiences across seasons, channels and devices. For example, using Marin Software's Audience Marketing Suite, a retailer could run a Facebook campaign leading up to Thanksgiving week, segment consumers that clicked on the Facebook ads, and then retarget those active consumers during the busy holiday week on search and display channels where they are more likely to convert."

Marin also found ad click volume to be quite higher on November 12 than on Black Friday (60% more clicks) and Cyber Monday (100% more clicks).

Image via Shutterstock

Tags: Facebook commerce, Facebook marketing, Marin Software, social commerce, social marketing

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