According to the most recent Q2 benchmark report from Facebook ad partner Nanigans, the click-through rate (CTR) on Facebook ads was up 146% year over year and rose 47% from the first quarter. Spend on unpublished page posts, mobile app install ads, and domain ads comprised 87% of Facebook spend this quarter.
Of course, there’s also CPM to match, which is at $1.95, an increase of 218% from this time last year. And cost per click is also on the upswing for Facebook. The average CPC for Facebook ads, both desktop and mobile, rose 7% from Q1 to $0.55. For those counting, that’s a 29% YoY increase.
Nanigans’ ecommerce customers, which include Rue La La and eBay, saw CTRs rise 111% since Q2 2013. On the gaming side, Nanigans clients, of which Wooga is one, saw a massive CTR uptick of 579%, a growth related to the general move from desktop to mobile in the gaming space. It's a shift Facebook has rushed to meet, with its expanding Install Ads program and the mobile ad network, launched at the f8 conference back at the end of April. (more…)