The story about Facebook ads getting half the clicks of network banners caught our attention earlier this week. A snippet from the ClickZ piece:
Facebook’s average click-through rate was 0.051 percent in 2010, down from 0.063 percent the year before. So for two straight years, the platform has come in below the industry standard of 0.1 percent for banner click-throughs. Cost per click was $0.27 (2009) and $0.49 (2010) for those years, according to Webtrends.
Why aren’t Facebook ads as successful as banners? A couple of insights:
We’ll be curious to see how the newly-launched “Sponsored Stories” ads perform. Stay tuned…
–The Advertise.com team