By nearly all accounts, e-commerce had a banner 2013 holiday season, including a record-setting Cyber Monday. Advertisers also committed larger budgets to digital in Q4, and according to new data from Kenshoo Social, they doubled-down on Facebook ads.
Ad spend on Facebook rose 101 percent among compared to Q3. Holiday competition drove up costs with cost-per-click (CPC) rising 21 percent, and CPM rates increasing by 33 percent from Q3.
Ad efficiencies increased despite the heavier competition, however. Facebook ad click-through rates rose 10 percent in the Q4 shopping season from the third quarter. Ad impressions were up 51 percent and clicks up 66 percent.
Revenue attributable to Facebook ads rose 60 percent from Q3.