With Facebook’s fourth-quarter earnings call set for Wednesday after the close of trading, digital marketing agency 3Q Digital offered a preview of the social network’s potential advertising results by sharing statistics from two of its clients, an online retailer and a lead-generation company.
3Q Digital found that:
- Cost per click for the two clients rose 47 percent and 50 percent, respectively, in the fourth quarter of 2013 from the third quarter.
- Conversion rates went up 61 percent and 41 percent, respectively.
- Both clients added budget to their campaigns, so ad volume grew by 100 percent and 43 percent, respectively.
3Q Digital Social Account Manager Molly McCarty said of the results:
Looking ahead, I think we can expect budgets to be strong across the board. With the recent changes to Facebook’s advertising platform — including a much-needed improvement to the ads interface and the introduction of powerful new ad types late in the third quarter — and the continual improvement of the algorithm, I fully expect performance to continue to be strong. I think it is safe to say that 2014 will be a year of positive changes for Facebook that will continue to reinforce Facebook as a leading platform for online advertising.
Readers: Did any of the findings by 3Q Digital surprise you?