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Facebook ad spend up 25% from last quarter

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By Ishbel Macleod, PR and social media consultant

October 11, 2011 | 2 min read

Facebook ad spending increased 25% in the third quarter of 2011, with search spend up 16% year-on-year in the UK, research from marketing company Efficient Frontier has found.

The Global Digital Marketing Performance Report found that strategies that are contributing to spend growth include maximising fan reach with Sponsored Stories and acquiring new fans with Facebook ads: 84% of Facebook engagement can be attributed to Likes which are credited to Facebook advertising.

It was also discovered that engagement -Likes, comments and shares- per post increasing by 31% on average, and impressions per post increasing 24% on average, over Q2.

Jonathan Beeston, global marketing director for Efficient Frontier, said: “Facebook is the real success story.

“Ad spend is growing and as a result, costs are increasing, but despite that, Facebook still offers great value to brands. Used well, Facebook advertising integrates to search and social engagement to give a combined result that is better than the sum of its parts.”

The report also stated that Facebook ad cost-per-clicks (CPCs) increased 54% in Q3 over Q2, reflecting both a higher volume of advertisers and more price competition on the platform. It was predicted that prices would continue to rise between 30-40% quarter on quarter.

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