Spruce Media: Facebook ad cost down in Q3, CTR up

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By Justin Lafferty Comments

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Facebook later today will disclose its Q3 financial performance, but early reports from agencies show that things are going well. Facebook Strategic Preferred Marketing Developer Spruce Media released its Q3 report, showing that among its clients, cost-per-click (CPC) prices declined in all areas but desktop. Meanwhile, clickthrough rates (CTR) were up in double-digits across all categories.

Overall, CPC fell by 5 percent, with two notable declines being in News Feed – mobile only (24 percent) and News Feed – desktop only (18 percent). The CPC figure for desktop rose 2 percent.

Other findings from Spruce Media‘s study:

  • Cost Per Mobile App Install decreased from $1.67 in Q2 to $.93 in Q3
  • Cost Per Page Like increased from $.58 to Q2 to $.66 in Q3
  • Cost Per Engagement decreased from $.36 in Q2 to $.31 in Q3
  • In Q3, 51 percent of advertiser spend was allocated to Facebook Mobile (up from 38 percent in Q2).
  • CPM rose from Q2 to Q3 in desktop (23 percent) and News Feed – desktop only (6 percent), but fell all throughout Facebook (11 percent) and News Feed – mobile only (10 percent).
  • CTR went up in News Feed – desktop only (28 percent), Desktop (20 percent), News Feed – mobile only (18 percent) and Facebook overall (13 percent).