A total of 148,187 campaigns run by 1,132 advertising accounts were analyzed to compile the report on how Facebook Ads is used. The total investment in these campaigns was exactly 3,993,540.35 US dollars. The examination looked at data on impressions, reach, number of clicks and cost. The average CPM (cost per thousand impressions) and CPC (cost per click) were also calculated.
This is the general information resulting from this analysis:
3,153,029,696 impressions
2,841,632,852 range.
80,772,268 clicks.
3,993,540.35 investment in USD
26 USD average CPM and 0.05 USD average CPC.
The campaigns included in the Metricool study were launched in different countries in Europe, North America and Latin America. Therefore, the currencies used to set up the campaigns differ in many cases. All data was converted to US dollars (USD) so that costs and investments are comparable between the different countries.
The objectives of Facebook Ads campaigns
The study included all the different types of campaigns that Facebook allows you to choose from. These are the advertising objectives that Facebook offers to run a campaign:
Awareness or Consciousness
This is useful if you are looking to generate interest in your services. Within this objective, you can choose between brand awareness, to gain more awareness for your brand and get more people interested in it, or reach, to show your ad to as many people in your audience as possible.
Consideration or Consideration
This goal is to get your audience to consider your product or service as a solution to their need. It is divided into 6 subcategories: Traffic, to drive traffic to your website or Facebook page. Engagement, so that more people see and interact with your Facebook post or page. App installs, if you are marketing an app , this will be your first step to launch it to stardom. Video views, as the name implies, the goal is to get more people to watch your videos. Lead generation, with the goal of capturing potential customers and lastly, messaging.
Conversion or Conversion
This goal encourages people who have shown gambling data turkey interest in your brand to eventually purchase your products or services. You can choose from conversions, driving users to your website to reach your sale or download goals, catalog sales, or store visits.
The most relevant aspects of the study on Facebook Ads
Having a clear idea of the different objectives you can choose for your Facebook ads, this is the most relevant thing that emerges from the study carried out by Metricool. Of the 148,187 campaigns analysed, the most popular types of campaigns used by companies were:
Post Engagement: with a 65.61% total
Traffic: 13.02%
Video views: 7.89%
Page Likes: 5.53%
Conversions: 5.26%
Facebook Ads Study by Metriccol
THE MOST POPULAR GOAL FOR BRANDS IS POST ENGAGEMENT
It follows that professionals who manage Facebook and Instagram accounts are primarily focused on getting more views on their posts. And getting as many interactions from the audience as possible. In this sense, Facebook encourages brands to invest part of their budget to get more visibility and interaction.
It is also the easiest campaign type to set up, as you can do it without the Power Editor. Therefore, this campaign type is accessible to any user, even without a good understanding of Facebook advertising campaigns.
THE SECOND MOST POPULAR CAMPAIGN GOAL IS TRAFFIC
This goal allows brands to quickly make their investment profitable. In other words, increase the return on the money invested. It is also very easy to monitor through tools such as Analytics or Metricool.
THE THIRD GOAL OF POPULARITY IS VIDEO VIEWS
This third goal is in line with “engagement,” as it basically consists of creating content and asking Facebook to distribute it beyond what you would get organically.
So, what we've learned is that part of the budget invested in Facebook or Instagram should go to distribution through advertising and another part to creating the content.
The campaigns with the highest investment
This may be of great interest to you. Knowing exactly how companies are investing their budget within Facebook Ads.
From the analysis, it can be seen that in this sample, traffic takes up the majority of the budget because it is the objective with the most direct ROI. Particularly when the third objective in the ranking is conversions, that also implies directing traffic to a specific website.