Social Advertising Benchmark Report, Facebook Results

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[An uber.la quickie is a streamlined takeaway from today’s best marketing sources]

SalesForce and ExactTarget take on Facebook Advertising in a new study. You’re welcome to go grab the full thing here Social Advertising Benchmark Report, but I think all you need is the following summary slide from the deck.

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That follows with my experience using Facebook mobile ads. If you have an app, Facebook Mobile-Install Ads are like pure gold. For other types of content, the CTR is better, but the costs tend to be higher as well.

Here’s what I think we should take away from this report.

Typical FB ad CTR is between 0.01 – 0.05%. So right away, by putting your ad in the mobile stream, you are upping your CTR significantly. The CPC is fairly low in this report, ours tended to range in the $1.10 – 0.85 range. And that conversion rate (in mobile app advertising speak a click to INSTALL) is actually lower than my experience doing FB mobile ads for over a year: we were at about 50% download and on to about 25% of the total then choosing to actually launch and register the app.

Finally our numbers were also very different depending on if we were promoting a PAID iPhone app ($1.99) or a free (ad-supported) version. Surprisingly our cost per install was much higher for the paid version of the app. So even accounting for the revenue back to the client, the cost per install for a PAID version of the app was in the range of $7. The FREE app cost about $5 per install.

The last detail in the presentation I find valuable is really a concept and graphic rather than a finding. Today’s marketing buzzword in the CEO, CMO circles is the “customer journey.” How a prospect becomes a lead, is scored and nurtured into becoming a customer, and ultimately how they respond and report their experiences with your company are all part of the journey. It is good to think about the full customer life-cycle. Every touch-point along the journey you have decisions to make. Every point along the funnel, of your website, you have opportunities to engage and win the potential customer over.

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Here’s what SalesForce says about their customer journey relevance in the final slide, sales pitch.

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That is your goal, with SalesForce or you own home-grown system of Google Analytics and Excel spreadsheets.

BOTTOM LINE: Connect with your customers on any channel or device, and at any stage along their customer journey.

You can see the same type of results for a ton of geographical areas and business segments in the full report.

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Click to get the full report

My biggest question about this report is why they didn’t title it Facebook advertising? Probably to garner a wider audience. AND because Facebook advertising is the big gorilla of B2C social advertising.

[An uber.la quickie is a streamlined takeaway from today’s best marketing sources]

John McElhenney
@jmacofearth (also seen on Google+: jmacofearth)
permalink: http://uber.la/2014/11/social-advertising-benchmark/

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