Adobe Blog: Facebook continues ad surge, but faces stiff competition from other networks

The most recent study by Adobe Dig­i­tal Index makes it clear that mar­keters who didn’t adver­tise on social net­works dur­ing the 2013 hol­i­day sea­son missed out on high qual­ity traf­fic and click through rates from social ads. That said, it’s imper­a­tive to ana­lyze and opti­mize each cam­paign to deter­mine which ad-purchasing method is the most efficient.

Adobe Dig­i­tal Index data reports that click-through-rates (CTR) for Face­book paid adver­tis­ing, for instance, were up 365% year-over-year (YOY). As pre­dicted in Adobe’s Q3 2013 social report, mar­keters CPC rates increased dur­ing the hol­i­day sea­son, as well, up 29% quarter-over-quarter. CPM rates also increased, up 51% quarter-over-quarter.


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