3Q Digital analyzed more than 1 billion impressions during the fourth quarter of 2014 and found that:
- Click-through rates rose 364 percent year-over-year, due to factors including more advanced creative testing and greater adoption of Facebook’s custom audiences ad-targeting options.
- Costs per click rose 35 percent year-over-year.
- Looking specifically at the retail industry, CTRs rose 392 percent and cost per thousand impressions (CPMs) tripled. CPMs also more than doubled for mobile.
The numbers are staggering and tell a clear story: The market has reacted positively to the changes in regards to user experience; mobile adoption both domestic and internationally has aided growth in engagement; and costs, particularly on mobile and video, will no doubt play a role as we expect these trends to continue.
Readers: What do you expect out of Facebook’s earnings call?
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