According to a recent study, companies in the retail industry are better off investing in Page Post Ads than Facebook’s Marketplace Ads.
Page Post Ads begin as a post on your Facebook Page and can lead off-site as well as target anyone, regardless of social connections. They can also appear in mobile and desktop News Feeds, unlike Marketplace Ads, which are traditional ads in the desktop sidebar.
In this particular study, the advertising firm Nanigans analyzed more than 975 million ad impressions from multiple retailers’ campaigns between December 2012 and January 2013. Specifically, it looked at posts that were photos that included a link to the retailer’s website in the caption. The company found that Page Post Ads in the News Feed generated 14 percent higher ROI compared to Marketplace Ads.
To be more specific, Nanigans found 45 times higher clickthrough rates and 68 percent lower costs per click with Page Post Ads. The average CPC ranged between $0.14 and $0.26. Costs per action — defined as registering for the retailer’s site — was 48 percent lower with Page Post Ads.
The company also compared the performance of Page Post Ads on desktop versus mobile. The mobile version generated 1.9 times higher CTRs and 46 percent lower CPCs than desktop. But before you choose mobile advertising over desktop, it’s worth considering how well your site is optimized for mobile sign-ups or purchases.
Several studies have confirmed the strength of News Feed ads, but those often compare Sponsored Stories, which can only be shown to the friends of members who have connected with your Page and must lead to destinations on Facebook. If you’re looking for a wider target audience, it’s worth considering Page Post Ads.
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.