Click-through rates on Facebook ads in 1Q15 increased 17% quarter over quarter and 260% year over year, according to a recent report from Nanigans.
The report was based on global data from Facebook ad impressions delivered by customers using Nanigans advertising automation software. The data set included ad spend on both Facebook desktop and Facebook mobile but excluded Facebook Exchange.
Average CTR in 1Q15 was 0.81% on Facebook ads in aggregate, up from 0.21% in 1Q14, the analysis found.
Below, additional key findings from the report.
CPC and and CPM
Following the highly competitive 4Q14 holiday season, cost per click (CPC) for Facebook ads decreased 17% globally in 1Q15 to an average of $0.53 among advertisers using Nanigans software.
CPMs on Facebook desktop and mobile ads combined also decreased in 1Q15 from 4Q14, falling 3% to an average of $4.26.
New Ad Products
The advertisers included in the analysis increasingly adopted newer Facebook ad products in 1Q15, with spend on video ads increasing 2.8-fold quarter over quarter and spend on multi-product ads increasing 5.2-fold quarter over quarter.
About the research: The report was based on global data from Facebook ad impressions delivered by customers using Nanigans advertising automation software. The data set included ad spend on both Facebook desktop and Facebook mobile but excluded Facebook Exchange.
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