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.