Facebook ad performance showed solid quarter-over-quarter growth again in Q3, says Kenshoo Social in its latest analysis, this time covering more than 85 billion ad impressions across a representative sample of its advertiser and agency customers. Conversion rates were 2.36 times higher this past quarter than in Q2, with revenues more than doubling and ROI tripling. Kenshoo attributes the performance to several factors, including a refined and more engaging product inventory that has skewed more towards high-performing news feed units, and better audience targeting capabilities.
Impressions (+13%), clicks (+14.4%) and cost-per-click (CPC; -9%) all moved in favorable directions for advertisers, with revenues-per-click (RPC) also on the rise, almost twice as high as they were in Q2.
Separately, a study released by Nanigans examining retail advertisers on Facebook found that retailers are enjoying 3.75 times higher click-through rates than a year ago, and are averaging a 152% ROI.
Here are some other key data points from Nanigans’ report:
About the Data: The Nanigans report is based on nearly 200 billion impressions and 100+ retailers. More details on methodology can be found by following the link above.
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