Study: Facebook favors advertisers that stay on-site
Advertisers running campaigns that keep traffic within Facebook are likely to pay less than those driving to an external site, according to a study by TBG Digital.
The agency, which specializes in Facebook advertising, found 45 percent lower costs per click for campaigns promoting fan pages and apps than those for third-party sites, even when clickthrough rates were the same. This could lead some advertisers to consider developing tab applications that replicate aspects of their website to move users down the conversion funnel while keeping them on Facebook. TBG
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