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In an extensive study of over $37 million in social media ad dollars, social and search advertising agency Resolution Media discovered that not all social ads are created equal: while businesses invested 127 percent more in Facebook in 2013, Twitter ads produced significantly higher click-through-rates.
Part of the reason why advertisers spent more on Facebook, suggests Resolution Media, is that Facebook ads are cheaper: both impressions and clicks cost less on Facebook than on Twitter, so marketers are enticed to spend more.