Facebook continued to hold off Google in terms of growth in click-through rates, with the social network posting a 35 per cent gain in the third quarter of 2015 versus the third quarter of 2014, compared with 25 per cent for the search giant, according to a survey by Adobe Digital Index in its ‘Q3 2015 Digital Advertising and Social Intelligence Report’.
The report analyzed consumer activity on branded sites from the third quarter of 2014 through the third quarter of 2015, examining more than 900 billion digital ad impressions from search and social platforms, as well as more than 23 billion referred visits from social networks including Facebook, Twitter, Pinterest, Tumblr, Reddit, YouTube and LinkedIn.
Facebook ad impressions rose 10 per cent in the third quarter of 2015 compared with the previous quarter. Revenue per visit is rising across the board for social networks, with Facebook topping the list at USD 1.24, followed by Pinterest (USD 0.74), Twitter (USD 0.60) and Reddit (USD 0.57).
‘Google’s recent release of Customer Match–a new tool that helps advertisers personalize display ads based on historic search data–is a direct response to consumers’ finding Facebook ads (51 per cent) more relevant than Google’s display ads, the majority of which run on YouTube (17 per cent)’ , ADI discussed in its findings.
“Facebook ad CTRs rose 35 per cent year-over-year, indicating that targeting efforts are paying off. Marketers are using the platform more, and impressions are rebounding,” said Tamara Gaffney, Principal Analyst at Adobe Digital Index.
