With Valentine’s Day looming Saturday, social marketing platform Nanigans, a Facebook Strategic Preferred Marketing Developer, examined trends in costs per click for ads on the social network during the period around Valentine’s Day 2014.
Nanigans found that Feb. 10 was the most expensive day during the period around Valentine’s Day last year, but overall, CPC never varied by more than 10 percent day-to-day.
Content marketing manager Juliana Casale wrote in a blog post:
The National Retail Federation projects that consumer spending for Valentine’s Day will hit $18.9 billion in 2015. For marketers that can’t afford to take the gamble on TV ads but still want to benefit from this increased shopping interest, digital marketing via social media is a much more viable option that can deliver quantifiable results.
Social networks like Facebook offer marketers a wide audience, granular targeting and in-depth reporting on ad spend. With a focus on driving direct response, getting real results from an advertising campaign has never been easier — and with the average person slated to spend $142.31 on candy, flowers, apparel and more, there’s no time like the present (pun intended) to get started.
Wondering if you should anticipate any drastic CPC shifts during high-volume bidding periods like Valentine’s Day? Our analytics team took a look at CPC from Valentine’s Day 2014 on desktop and mobile, breaking out costs in the U.S. versus all other countries. As you can see from the chart below, CPC didn’t vary by more than 10 percent from one day to the next. Of note, however: The most expensive day was Feb. 10.
Marketers: Did you incorporate Facebook into your plans for Valentine’s Day 2015?
Image courtesy of Shutterstock.