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Facebook Ad Clickthrough rates

By Dave Chaffey 14 May, 2018
Essential
Facebook Marketing

Chart of the Day: Use for benchmarking your ad clickthrough rates (Ecommerce focus)

With the rapid adoption of smartphones by consumers, both Facebook and Google had to move fast to transition their desktop-based revenue model over to smartphone. This involved developing new ad placements for mobile which encouraged clickthrough to maintain their CPCs.

This benchmarking report from Nanigans shows how Facebook has been successful in encouraging relatively high average clickthrough rates of > 2% in retail ecommerce which are much higher than the sub 0.2% average CTRs for banner ads. They're consistent with the > 2% average CTRs which we see from Google (if budget is sufficient to target the top positions.

Recent changes in CTRs from this report show response moving upward for ecommerce marketers even after increasing in Q4. The average Q1 2018 CTR of 2.98% in Q1 is 25% higher quarter-over-quarter and 61% higher year- over-year. This is at a similar cost of $10.24 CPM, a quarterly decrease of 2%. Average CPCs are $0.34.

Further breakdowns aren't given for ad type. So, if you're still making the case for investing in Facebook advertising then this shows what's possible in terms of response at least.

Source

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of Smart Insights. Dave is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our sample templates here. Please connect on LinkedIn to receive updates or ask me a question. For my full profile and other social networks, see the Dave Chaffey profile page on Smart Insights. Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

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