Over half of social spending now runs through Facebook Campaign Budget Optimization (CBO)
Normally, ecommerce accounts grow faster than overall search in Q4, but with the shortened period between Thanksgiving and Christmas, spending in this segment trailed the overall search market
With a 30% year-over-year (YOY) increase in ad spending, ecommerce channel advertising continues to grow faster than either search or social
As expected, spending growth for Thanksgiving to Cyber Monday showed more year-over-year growth across channels than the entire 28-day comparison period between last year and this year
Social
Over half of social spending now runs through Facebook Campaign Budget Optimization (CBO)
Search
Normally, ecommerce accounts grow faster than overall search in Q4, but with the shortened period between Thanksgiving and Christmas, spending in this segment trailed the overall search market
Ecommerce
With a 30% year-over-year (YOY) increase in ad spending, ecommerce channel advertising continues to grew faster than either search or social
HOLIDAY 2019
As expected, spending growth for Thanksgiving to Cyber Monday showed more year-over-year growth across channels than the entire 28-day comparison period between last year and this year
MOBILE/PRODUCT SPOTLIGHT
Mobile Spotlight
Mobile ads comprised 88% of Q4 social spending and 54% of search spending, and year-over-year spending growth for mobile search was more than double that of other devices
Product Spotlight
Social product ads started accelerating in Q3, while search growth was more focused in the fourth quarter
CORE TRENDS
Social
Trends
Impression volume for social ads grew 28% compared to the fourth quarter of last year
With ad prices declining over the same period, total ad spending grew by 24%
Advertisers are embracing automation as the Facebook opportunities continue to get more complex, but that means different things to different people
Impressions
QoQ
+7%
YoY
+28%
Clicks
QoQ
+9%
YoY
+24%
Spending
QoQ
+28%
YoY
+24%
CTR
QoQ
+2%
YoY
-3%
CPM
QoQ
+20%
YoY
-3%
Search
Trends
Search spending grew 6% over the fourth quarter of last year
The compressed holiday schedule definitely had an impact on spending growth, by as much as 4 percentage points
Greater sophistication of programs has driven greater efficiency, generally leading to decreases in overall cost per click (CPC) in the channel
Impressions
QoQ
+29%
YoY
+8%
Clicks
QoQ
+14%
YoY
+9%
Spending
QoQ
+19%
YoY
+6%
CTR
QoQ
-12%
YoY
+1%
CPC
QoQ
+4%
YoY
-3%
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Social Trends