Following the news that Facebook will be reducing its ad formats by half and redesigning Sponsored Stories, Salesforce.com has released a report on the performance rates of various Facebook ad types that marketers use through its platform, Social.com.
Based on data collected from Social.com between January and March of this year, the study measured the performance rates of 11 Facebook ad products such as Page posts, Mobile App Install ads, Sponsored Stories, Click ads, Inline Likes and event RSVPs.
Mobile app install ads and Sponsored Stories were among the highest performing ads, according to the report. Sponsored Place Check-in stories received the highest click-through rate (CTR) and cost per impression (CPM) at 3.2% and $6.27, respectively, along with a $0.04 average cost per click (CPC). Mobile app install ads had a 1.72% CTR, $0.32 CPC and average CPM of $5.68.
Click ads, Inline Likes, Domain ads and Event RSVPs had the lowest CTR results. All of these products were also “very cheap in terms of cost per impressions,” Salesforce.com noted in the report. In terms of ad performance by industry, telecommunications, publishing and retail had the highest click-through rates and cost per impressions, while deals and dating sites had the lowest results.
“The key thing to remember is that each of the ad units has its own attributes, so Sponsored Stories, for example, has great engagement, but its reach might not be very high,” said Peter Goodman, VP of Salesforce.com’s Marketing Cloud. “That’s why I think it’s great that Facebook is simplifying its products and making it easier to use a combination of the Page posts and Sponsored Stories. I think people are going to get the best of both worlds in reach and engagement through this change.”
Facebook has said it will reduce its 27 ad products to roughly half that number over the next six months. Ad products that are getting the kibosh as standalone offerings include Sponsored Stories, Offers and Questions.