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    Home > News > Digital Marketing Study On Facebook Advertising

13^th July 2011 | Author: Stephen Smith

Digital Marketing Study On Facebook Advertising

Studies by various digital marketing research agencies have discovered that Facebook advertisers from the retail and restaurant industries are getting click-through rates, which is more than 250 percent higher than the lowest-charting categories. These low-charting industry categories include real estate, law and government. This is an interesting statistic, because as a whole, there are very few retailers who have Facebook business pages.

In fact, this same digital marketing study discovered that advertisements that have a 'social context' garner better click-through rates, and consequently have a lower cost per click. The term 'social context' refers to digital marketing ads, which are displayed to the friends of those Facebook users who have previously communicated with a particular company. In 'social context' advertisements, a person will be able to view the names of their friends who have 'liked' the brand, or interacted with the company in other ways.

When it comes to Facebook ads, digital marketing professionals can choose between CPC or CPM pricing. Another important thing to note is that advertisements that send users to the brand's Facebook business page, rather than an external URL, cost about 30 percent less. This means that Facebook is giving secret rewards to digital marketing specialists who keep traffic circulating on the social networking website. When compared to Google's initial marketing strategy, Facebook seems to be building a 'walled garden' around itself, to make sure that it always has a high volume of traffic.

When Facebook was contacted regarding these so-called 'rewards' to digital marketing advertisers, Annie Ta, the spokesperson, replied that the price paid by online marketers is based on a set of nuances. She said that though Facebook does not discount advertising prices if the landing page links to a Facebook page, they do take different 'signals' into account for defining ad quality and pricing.

Facebook - The Centre Of Online Initiatives

As the popularity of Facebook increases, many brands are using it for their digital marketing initiatives. Recently, Monster.com launched a LinkedIn-type of network on Facebook through an app named 'BeKnown'. This app allows people with Monster accounts to set up a network of their professional contacts on Facebook. Matthew Henson, the spokesperson of Monster.com said that Facebook's popularity as a global social network was unquestionable. He added that it made sense to launch BeKnown "where people are".

Qudos Digital is a leading digital marketing agency and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk.

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