Facebook CPMs Jump 7X YoY With Holiday Demand, ROI Doubles

Rising demand for ads in Facebook’s Newsfeed along with more users accessing Facebook on mobile led to dramatic increases in CPMs in November year-over-year, according to Kenshoo. With the higher CPMs, advertisers also saw ROI jump significantly in this time period.

CPMs saw a 7-fold increase, while return on investment nearly doubled and click-through rates rose 5-fold.

Cyber Monday

These results were magnified on Cyber Monday. CPMs increased by 10X and ROI increased by 5X on Facebook’s Marketplace compared to 2013.

Efficiencies on Facebook Exchange (FBX) were better than Marketplace, with CPMs rising by 3X and ROI jumping 5X.

Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

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.