Search Engine Marketing Data Research Q2 2014 Part 2

Woman with White Horns
As part of the ongoing quest to get more TV dollars to Web video, buyers and sellers are suddenly in love with old school metrics like ratings and GRPs. Over the past year few months, many brands and agencies have been insisting on making guaranteed buys using Nielsen’s online campaign ratings (OCR) or to a lesser extent, comScore’s validated Campaign Essentials (VCE).

Our clients are hiring us to be able to anticipate these shifts in trends. However, that being said, the cost of engagement relative to overall consulting and campaign research and discovery has risen, as we are needing to bring onboard higher costs creatives and well as new A/B testing

Up is down, black is white. SEO/SEM has become way more complex over the last couple of years. UX+UI isssues, creative, adaptation to changing enviornments as well as the shift of cultures within the diverse social media channels, as well as the new complexities of Web browsers across various platforms (Mobile, Desktop, Tablets) has made even the use of the term ‘moving target’ almost irrelevant. We are doing the best we can with the resources available, but the bottom line IS the bottom line.

The answer for this question is both a moving target as well as crazy complex.

Our clients can reach as many people or more people as radio or TV, and in whatever country.
Facebook Ads have sophisticated targeting like AdWords, albeit on different criteria
Lowest cost per 1,000 impressions ad in history. They average around $0.25 per 1,000, which is only 1% of the cost of TV.

Google keeps changing the goals posts, on many different levels. As a Google centric shop, we find some of this very disturbing, but we are powerless to be able to do much of anything to effect this changing reality.

Mobile: The Good and Bad

The Good:

Mobile Facebook makes it a lot easier to target someone with an ad directly.

For the mobile Facebook ad, the click-through ratios are higher, the ads bring in higher engagement numbers, they cost less, and users take more actions and are more easily guided with these types of ads.

The Bad:

When you’re using mobile Facebook to market, you’re reaching a market that’s more person-based instead of people-based. You’re reaching out only to mobile users and not the Facebook population in general.

The sheer number of mobile devices you may need to format material for can create a lot more work for something that may not pay off as much as desktop. Not only do Smartphones differ in terms of OS, but you have to contend with other mobile devices as well.

Mobile Facebook makes it a lot easier to target someone with an ad directly.

For the mobile Facebook ad, the click-through ratios are higher, the ads bring in higher engagement numbers, they cost less, and users take more actions and are more easily guided with these types of ads.

When you’re using mobile Facebook to market, you’re reaching a market that’s more person-based instead of people-based. You’re reaching out only to mobile users and not the Facebook population in general.

The sheer number of mobile devices you may need to format material for can create a lot more work for something that may not pay off as much as desktop. Not only do Smartphones differ in terms of OS, but you have to contend with other mobile devices as well.

Paid Search Engine Ads Offer No Benefit, eBay Study Finds

http://www.businessnewsdaily.com/5842-stop-wasting-money-on-search-engine-ads.html

CPM basis for Facebook MOBILE ads $ 2014
http://tinyurl.com/ls83nfq

Mobile Advertising: New-Age Money Minter?
http://www.zacks.com/stock/news/127709/Mobile-Advertising-NewAge-Money-Minter

The Mobile Advertising Ecosystem Beyond Facebook
http://www.hasoffers.com/blog/top-25-mobile-advertising-ecosystem/

Understanding Facebook’s FBX — Social Media’s First Ad Exchange
http://www.businessinsider.com/explaining-fbx-facebook-exchange-2013-12

The Pros and Cons of Facebook Mobile vs. Desktop

Facebook’s mobile platform is fast-growing and offers unique opportunities, and many marketers are learning to capitalize on this dramatic change in use. Using paid tools or the Facebook Power Editor Chrome Extension, you’re able to specifically target mobile users with ads. This article, written by Stanna Johnson from Qwaya, explains some of the key points to consider when considering the mobile aspects of this widely-used PR tool.

http://soloprpro.com/the-pros-and-cons-of-facebook-mobile-vs-desktop/

Since the overall engagement on mobile ads is higher – people tend to like, comment and share more on their phones – this is something to have in mind when creating the ads. We try to make posts that are likable and sharable as they are and tie sponsored stories to them.

In general, we see mobile advertising as an opportunity to strengthen our client’s brands and spread the word.

What Are Average CPM Rates in 2014?
January 27, 2014 By Michael Johnston 0 Comments

Anyone monetizing a website through display ads wonders at some point how their earnings compare to their peers. Display ad earnings can be standardized through the CPM metric–or, more appropriately, revenue per thousand impressions (RPM). This figure refers to the cost to advertisers (which equates to revenue for publishers) for 1,000 ad impressions. So it makes it possible to compare the earnings rates for sites regardless of audience sizes.

http://monetizepros.com/blog/2014/average-cpm-rates/

Facebook ads: cost per impression up 186%, cost per click up 35%, revenue per click up 83%

http://venturebeat.com/2014/01/29/facebook-ads-cost-per-impression-up-186-cost-per-click-up-35-revenue-per-click-up-83/

The Biggest Quarter Ever for Paid Facebook Advertising

The final quarter of 2013 was the largest spending period in Facebook advertising history, according to the latest data from Nanigans’ clients. Fueled by a record December for online shopping as well as an influx of new mobile device owners, advertisers found their Facebook marketing delivered more revenue-per-click quarter over quarter (QOQ) and year-over-year (YOY) on desktop and mobile despite higher costs.

http://socialmediatoday.com/lcutts/2145051/nanigans-q4-facebook-global-advertising-trends-biggest-quarter-ever-paid-facebook-adv

Mobile advertising now ‘twice as effective’ as desktop: Reaction from Ebuzzing, Quisma, TubeMogul, Criteo and Forward3D

A report out this week from BBC World News claimed that mobile advertising was at least twice as effective on consumers as desktop advertising, with mobile ads up to four times as effective on affluent consumers. The study surveyed 6,000 smartphone owners in Australia, Germany, Sweden, India, Hong Kong and the US, and compared the habits of affluent consumers – the highest 20 per cent income earners in each country – to those of the general population. Among its findings was the belief by a third of affluent consumers that brands need to be on mobile if they wish to be considered modern and dynamic.

http://www.thedrum.com/news/2014/02/22/mobile-advertising-now-twice-effective-desktop-reaction-ebuzzing-quisma-tubemogul

Facebook DESKTOP news feed ads pros and cons
http://tinyurl.com/kxy8fxg

CPM basis for Facebook MOBILE ads $  2014
http://tinyurl.com/l3nce8b

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