Facebook global ad spend is on the rise, according to a new report by Nanigans, a Facebook PMD.
This report highlights key trends seen by companies leveraging Nanigans advertising automation software to manage, optimize, and scale their performance marketing campaigns on Facebook.
Unpublished Page Post Ads, Mobile App Install Ads, and Domain Ads dominated Facebook ad spend by Nanigans customers.
According to the Nanigans Q4 2014 Global Facebook Advertising Benchmark Report, global clickthroughs for Facebook increased 197 percent year-over-year and 22 percent quarter-over-quarter. Nanigans makes multichannel advertising automation software, and this data comes from customers using its platform for ads on desktop and mobile, but excluding Facebook Exchange.
The report also found that cost-per-clicks increased quarter-over-quarter to $0.64, rising 37 percent year-over-year. Effective CPM increased 48 percent in the last quarter while effective CPMs for domain ads in the right-hand column more than doubled quarter-over-quarter.
While the majority of ad spend fell within Facebook’s News Feed, Domain Ads on the right-hand side continued to drive lower costs on a per-click basis in 2014 than they did a year ago. Though CPC was up in Q4 2014, Nanigans attributes the increase primarily to high demand during the holidays. Domain Ads are expected to remain a strong value in Q1 2015.
Facebook’s continued shift to larger, higher performing right-hand side ad units decreased the available inventory from Q3 to Q4 2014. Effective CPMs for Domain Ads on the right-hand side more than doubled quarter-over-quarter.