facebook-client-page-logoThanks in large part to mobile ad advancements including the rollout of the Audience Network, Facebook’s Q3 numbers show a dramatic increase in CTR and spend when comparing both year over year and quarter over quarter results.

We run results on a total of over 650M impressions on both desktop and mobile last quarter. When comparing Q3 2014 to Q3 2013, we saw:

– 54% decrease in impressions

– 56% increase in CPC

– 342% increase in CTR

– 224% increase in spend

 

When comparing Q3 2014 to Q2 2014, we saw:

– 136% decrease in impressions

– 53% increase in clicks

– 262% increase in CTR

– 54% increase in spend

– CPCs were flat

 

Breaking out mobile specifically, our quarter-over-quarter numbers showed:

– 51% increase in impressions

– 180% increase in clicks

– 85% increase in CTR

– 40% drop in CPC

 

We expect that the Q4 holiday rush, combined with more and more advertisers competing for inventory on the Audience Network, will increase CPCs over the coming months. There is little doubt mobile will continue to be a core revenue driver for Facebook, and we predict that the average DAU (daily average users) growth is likely to stay in line with the average growth percentage rate of 62% QoQ.

Longer-term, we expect that video will become the next “big thing” as Facebook shifts their focus on monetization and expands their offerings for brands and marketers alike.

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Dayna Moon
Dayna Moon brought more than a decade of digital marketing experience to the 3Q Digital family where she led the team in evangelizing social media.  3QDigital - an industry-leading digital media agency focuses on building strategic initiatives and delivering comprehensive insights for clients across a variety of verticals. A native of the southern states and graduate of the University of Georgia she has a passion for the SEC  but open to cheering for the bay area teams. She can sometimes be found on social media @manymoons2 and never far from the beach.