Cost-per-click (CPC) is lower when one uses
ads with social context, according to a survey by TBG Digital.
Ads with social context are ads that list
endorsements beneath that indicate what friends ‘like’ a specific Facebook page,
group, event or application. TBG tested these social context ads versus ads
without social context and found that ads with social context resulted in a 29
percent lower CPC for advertisers.
The data came from an internal report
conducted across 2.8 billion impressions across multiple clients within the US
market across sectors that include education, financial services, food and
beverage, travel and entertainment, social games, retail, and social couponing.
The chart displayed clearly displays the difference in CPC rate between normal
ads and ads which are -Social by Design’.
This is good news for marketers. Not only
are these ads often more effective for ad recall, awareness and purchase
intent, but Facebook rewards ads that integrate this ‘social by design’
approach with lower prices. Advertisers are constantly looking for ways to
further their reach on Facebook, while lowering their CPCs and now Facebook is
providing a clear way to achieve this,” said Simon Mansell, CEO and founder of
By Telecomlead.com Team