Weekly Digital News Roundup: February 15-19
Facebook Newsfeed Ads Get Retailers High-Value Clicks
- >According to eMarketer, for retailers paying for ad placements on Facebook, there are two questions: Do they actually get consumers to click? And convert? Nanigans, a Facebook advertising-software company, studied more than 975 million Facebook ad impressions served to US consumers who would generate more revenues than they cost to acquire.
- While ads in the sidebar performed poorly, garnering only a 0.04% clickthrough rate among high-value Facebook users, page post ads in the newsfeed saw a clickthrough rate more than 46 times higher, at 1.87%. ROI was also 14% greater for ads in the newsfeed, according to Nanigans. In addition, the cost per click in the newsfeed was less than one-third of Facebook domain ads.
- For mobile vs. desktop newsfeed ads, the difference in performance was not quite as stark, but still, there was no question of mobile’s superior metrics. Looking at a different set of impressions for a similar pool of customers likely to eventually make purchases, mobile newsfeed ads achieved a considerable clickthrough rate of 3.38%. On desktop, ads in the newsfeed achieved about half that clickthrough rate. Likewise, the cost per click for the mobile newsfeed was just under half the cost on desktop.
Small Businesses Bet Bigger on Content Marketing
- eMarketer reports that many small businesses are already using some form of content marketing to promote themselves—74% as of a January survey of US small businesses by BusinessBolts.com. It’s a tactic that must be paying off, because three-quarters of small businesses also said they planned to do more content marketing this year than last—and just 4% said they had no plans to do any content marketing at all.
- Articles and blog posts were the type of content most favored by small businesses—74% have promoted their business using articles, and 64% through blog posts. Small businesses spent an average of 6.9% of their annual marketing budgets on content marketing last year, according to a November study conducted by Ad-ology Research.
- Ad-ology found that US small businesses were spending a greater share of their budgets on content marketing than on social media advertising. This suggests that small businesses may be more focused on using social sites to publish owned content rather than paying for advertising on the networks—a trend at some larger businesses as well. But small businesses in particular seem to rely on content marketing because it can be extremely cost effective.
Facebook Is Testing A New Revenue Stream In The Netherlands And Israel
- According to Business Insider, Facebook is testing a number of new revenue-generating features. It recently dabbled with gifting, paid messaging, and now it’s diving into ticketing. Users in the Netherlands and Israel are seeing a “buy tickets” button on event pages and in their news feeds.
- Hosts have the option to charge event-goers a set amount per ticket. Currently, Facebook is sending attendees to third-party sites (Ticketmaster and Eventim) to complete transactions. All Facebook was first to report the ticketing feature, and The Next Web confirmed it.
- Facebook’s “Buy Tickets” feature sounds a lot like Eventbrite, a company that’s worth a few hundred million dollars. Eventbrite lets anyone create an event and collect RSVPs or money from attendees, whether they’re throwing a New Year’s bash for friends or hosting a major business conference.