Kenshoo: Holiday ads on Facebook costlier than 2013, but still deliver results
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Yes, it’s true that advertising on Facebook — especially during the holiday season — is getting very costly. But Facebook Marketing Partner Kenshoo found that with that increased cost comes an increase in return on investment.
Kenshoo noted in a recent blog post that the aggregate average CPM of Facebook ads increased 7x, comparing Nov. 2013 to Nov. 2014. But that also comes with a 5x lift in ROI in that same time period.
Kenshoo Marketing Research analyst Laura Ruszkowski described how Facebook advertising has gotten more effective:
These trends were apparent across both Facebook Marketplace and FBX ads, but the growing impact of mobile within the Marketplace environment is worth noting.