Facebook Advertisers Doubled Ad Spend in Q4 [Kenshoo]

By nearly all accounts, e-commerce had a banner 2013 holiday season, including a record-setting Cyber Monday. Advertisers also committed larger budgets to digital in Q4, and according to new data from Kenshoo Social, they doubled-down on Facebook ads.

Ad spend on Facebook rose 101 percent among compared to Q3. Holiday competition drove up costs with cost-per-click (CPC) rising 21 percent, and CPM rates increasing by 33 percent from Q3.

Ad efficiencies increased despite the heavier competition, however. Facebook ad click-through rates rose 10 percent in the Q4 shopping season from the third quarter. Ad impressions were up 51 percent and clicks up 66 percent.

Revenue attributable to Facebook ads rose 60 percent from Q3.

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About The Author

Ginny Marvin

Ginny Marvin was formerly Third Door Media’s Editor-in-Chief, running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.