Global Facebook ad budgets have increased 81% (year on year) while revenue from Facebook ads is up 162% according to new quarterly data. The report, from Kenshoo, attributes the rapid growth in Facebook advertising to the introduction of new ad types, structural changes, and improved audience targeting capabilities. The data also reveals that paid search [...]

Global Facebook ad budgets have increased 81% (year on year) while revenue from Facebook ads is up 162% according to new quarterly data.


The report, from Kenshoo, attributes the rapid growth in Facebook advertising to the introduction of new ad types, structural changes, and improved audience targeting capabilities.
The data also reveals that paid search generated 19% year-on-year (YoY) spend growth globally, 22% revenue growth, and an all-time high click-through rate.
The study is based on five quarters of performance data from over 6,000 advertisers and agencies using the Kenshoo platform across 17 vertical industries and 51 countries, spanning the Google, Bing, Baidu, Yahoo!, Yahoo! Japan, and Facebook ad networks
Among the key findings in the research:
• Search ad spend increased 19% YoY and 3% quarter-over-quarter (QoQ)
• Search click-through rate increased 23% YoY driving an 11% increase in clicks
• Social ad spend on Facebook increased 81% YoY and 13% QoQ
• Social click-through rate on Facebook skyrocketed 148% YoY and 86% QoQ
View this infographic below showing the key findings;
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“As evidenced by the continued increases in spend and performance, marketers increasingly see the value in leveraging paid search and social to create powerful complementary campaigns,” said Aaron Goldman, chief marketing officer of Kenshoo. “Marketers running their campaigns through Kenshoo benefited greatly with significant gains in click-through rate and revenue compared to this time last year.”
Earlier this year, Kenshoo and DataPop unveiled their inaugural Search and Social Commerce Index showing retailers are missing opportunities to better brand and merchandise via social commerce, with only 1.7% of products posted on social commerce properties.
“Paid search continues to deliver results as a mature and trusted channel, and utilising it as a source of intent data to inform social advertising has emerged as a proven best practice for campaign optimisation. Similarly, social advertising has shown a positive impact on paid search when utilised in tandem and we’re continuing to invest heavily in social on its own merits as a strong performance marketing channel,” said Price Glomski, executive vice president, product for advertising agency, PMG. “The Kenshoo platform simplifies cross-channel campaign management and optimisation, helping ensure we get the best possible return on our marketing investments.”
Methodology
Search and social results are based on five quarters of performance data from over 6,000 Kenshoo advertiser and agency profiles across 17 vertical industries and 51 countries, spanning the Google, Bing, Baidu, Yahoo!, Yahoo! Japan, and Facebook ad networks. Only accounts with five consecutive quarters of stable data from July 2013 through September 2014 were included in the analysis. The resulting sample includes more than 400 billion impressions, 5.5 billion clicks and $3.5 billion (USD) in advertiser spend.
www.Kenshoo.com

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