Facebook users are engaging more with advertising on the social networking platform, with increases in clicks and conversions leading to higher revenues for advertisers during the second quarter of the year, reports Kenshoo Social in a new study. Click-through rates were up by 18.5% quarter-over-quarter, leading to a 15.9% drop in average cost-per-click and a 16.4% rise in clicks. Perhaps those complaints about Facebook ads interfering with the user experience aren’t amounting to much.
The results are good news for Facebook, which recently reported that its revenues from advertising totaled $1.6 billion during Q2, or 88% of total revenues.
Boasting a user reach that is in some cases wider than that of a TV network, Facebook has in the past been seen as an advertising platform used primarily to build awareness. According to the Kenshoo data, though, direct response marketers may want to look at Facebook ads more closely: ad conversions were up by 56.9% between Q1 and Q2. (Conversions are defined as offsite sales, likes, comments, shares, application installs, game plays, and other Facebook actions.) As a result, advertisers enjoyed a 28.3% Â increase in revenues, leading the researchers to tout Facebook’s potential as a direct response platform.
About the Data: The data points reflect more than 75 billion Facebook ads across a representative sample of advertisers and agencies using Kenshoo Social. Kenshoo Social notes that there may be variations in numbers for past or future research published by Kenshoo as the rolling data set is dynamic each new quarter.