Facebook Ad Performance Improved In 2011, Study Says

facebook-logo-smAdvertisers on Facebook saw improved click-thru rates in 2011, while Facebook itself earned more from higher ad rates. That’s according to a new study from TBG Digital, an ad agency that specializes in Facebook marketing.

The TBG study indicates that average cost-per-click (CPC) was up only one percent between Q3 and Q4 in five major markets — the U.S., U.K., Canada, France and Germany. At a country level, CPC was up 10 percent in the U.S. and down 11% in the U.K.

Average CPM (cost per thousand impressions) rates were up eight percent overall between Q3 and Q4, and up 23 percent since Q1 of 2011, as shown on the graph below.


Facebook ad click-thru rates (CTR) were up 18 percent during 2011 acros the five major markets included in the TBG report.

Food & Drink had the highest click-thru rate among 15 measured industries, followed by Beauty & Fitness, Retail, Home & Garden and Not-for-Profit.


TBG measured data from 214 billion impressions in the five markets included in its study. You can see the report on Clearslide.com.

Related Topics: Channel: Strategy | Facebook: Advertising | Social Media Marketing | Social Media Marketing: Advertising | Statistics: Online Advertising | Top News


About The Author: is Editor-In-Chief of Marketing Land. His news career includes time spent in TV, radio, and print journalism. His web career continues to include a small number of SEO and social media consulting clients, as well as regular speaking engagements at marketing events around the U.S. He recently launched a site dedicated to Google Glass called Glass Almanac and also blogs at Small Business Search Marketing. Matt can be found on Twitter at @MattMcGee and/or on Google Plus. You can read Matt's disclosures on his personal blog.

Connect with the author via: Email | Twitter | Google+ | LinkedIn

Marketing Day:

Get the top marketing stories daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. You can read more about our comments policy here.
  • http://www.facebook.com/icyspearqueen Alyssa Copeland

    I’m surprised that food and drink had the highest click-thru rate. Is it strictly food and drink in that category, or do they include things like energy drinks, diet pills, and other popular trending items like that? Regardless, it’s nice to see that brands are starting to get their money’s worth for Facebook Ads.

  • CPM Ad Server

    Hello Guyz.
    i am Glad to inform you all here a new Company CPM Ad Server now offering CPC and CPM banners.
    We Provide High Rate of clicks and 1000 impression
    We working on CPC and CPM banners.
    1-3$ per 1000 Impressions and 0.10-0.60$ per click
    We required all world traffic.
    We have no limit of traffic.

    CPM Ad Server

    skype    cpmadserver.

Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!