Chart of your day: Use for benchmarking your ad clickthrough rates (Ecommerce focus)
With the rapid adoption of smartphones by consumers, both Facebook and Google had to go fast to transition their desktop-based revenue model to smartphone. This involved developing new ad placements for mobile which encouraged clickthrough to keep their CPCs.
This benchmarking report from Nanigans shows how Facebook has prevailed in encouraging relatively high average clickthrough rates of > 2% in retail ecommerce which are higher compared to the sub 0.2% average CTRs for banner ads. They’re in keeping with the > 2% average CTRs which we see from Google (if budget is sufficient to focus on the very best positions.
Recent changes in CTRs out of this report show response moving upward for ecommerce marketers even with increasing in Q4. The common Q1 2018 CTR of 2.98% in Q1 is 25% higher quarter-over-quarter and 61% higher year- over-year. That is at an identical cost of $10.24 CPM, a quarterly loss of 2%. Average CPCs are $0.34.
Further breakdowns aren’t given for ad type. So, if you are still making the case for buying Facebook advertising then this shows what’s possible with regards to response at the very least.