The cost per click (CPC) for ads on Facebook has risen by 74% in the last year across the US, UK, France and Germany. This is according to research from marketing firm TBG Digital and reported by the Financial Times. “In my experience of digital advertising this is the biggest growth that we have seen since Google,” says CEO Simon Mansell. “The main difference is that this is being fuelled by brand spend rather than [direct] response spend. That is an inflection point for the whole digital marketplace.” It’s good news for Facebook, but bittersweet for music marketers who caught on to the potential of Facebook ads fairly early, but are now seeing prices rise as big brands pile in. The FT gives an example of pricing this week: the social network advises setting a price of 68p per click for ads targeted at all 26 million UK Facebook users who are older than 18. The news came as Facebook opened up a new promotional channel for marketers, allowing Facebook Page admins to send their friends invites to Like their Pages. Which may sound like gibberish, but is potentially useful for artists. Source: Inside Facebook
Like what you’ve read here? This is just a snippet from our subscription service.
Our subscribers get the most important digital music news and analysis delivered to them every morning and full reports every week plus access to a massive archive of data and previous reports.
For a free two week trial of Music Ally, sign up here. No strings attached – we promise!