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Facebook ad impressions grew by 47% in Q4, clicks by 105%

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By The Drum Team, Editorial

February 2, 2012 | 1 min read

With the Facebook IPO now official, Kenshoo has revealed key growth metrics based on analysis of more than 100 billion ads delivered on the social media site, finding that ad impressions grew by 47% in Q4 from Q3 last year, while ad clicks grew by 105%.

The research also found that Kenshoo Social customers spent 109% more on Facebook in Q4 of 2011 than they did in Q3, with a paid search ad budget growth of 27% globally on a quarter-over-quarter basis.

Aaron Goldman, chief marketing officer of Kenshoo, said: “Brands using Kenshoo Social to manage Facebook ads saw impressive response rates leading to large increases in advertising spend that dwarfed paid search budget growth in the 4th quarter.

"We see these trends continuing in 2012 and beyond as the Facebook ad ecosystem expands and marketers get savvier using tools like Kenshoo Social to drive tangible results.”

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