The holiday season might be chaotic for everyone, but it hasn’t stopped consumers from interacting with Facebook Ads. According to Kenshoo Social, interaction, as well as return on ad spend, have increased since Thanksgiving.
The social marketing platform found that the interaction rate is up 46 percent. This means that consumers are taking more actions after clicking on ads, such as Liking Pages, installing apps, and completing sales.
In fact, improvement could be seen almost immediately following Thanksgiving. Kenshoo found that direct sales revenue — defined as retail revenue from online sales transactions following a Facebook ad click — increased 129 percent on Cyber Monday. Return on ad spend averaged $10.95 that day.
It’s common for interaction and conversion rates to improve this time of year. After all, advertisers are running more promotions and consumers are in a buying mindset. But while the increase is consistent with last year, Kenshoo noted that retailers are launching more effective campaigns.
“We are seeing advertisers taking the learnings they’ve obtained throughout the year in terms of what ad types, messages, and promotions resonate most with their target audience and then leveraging these practices as they increase their overall social media budgets over the holidays and optimize their campaigns,” noted Todd Herrold, Kenshoo’s social senior director of product.
Advertisers had an even better advantage this year over last thanks to the launch of Promoted Posts and Facebook Offers — both of which help to increase your reach without the confusion of Facebook Ads. Businesses on Facebook, especially retailers, should consider adopting one of more of these tools as we enter the new year.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.