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Facebook ad spend up by over 50% in a year, with search engine advertising up 25%


By Ishbel Macleod, PR and social media consultant

July 17, 2014 | 2 min read

Facebook ad spend in Q2 of 2014 is up by 51 per cent from the same period in 2013, research from Kenshoo has found.

Based on 400 billion impressions, 4.5 billion clicks and €1.85bn in advertiser spend through the Kenshoo platform, it was found that spend on search engine advertising increased 25 per cent on 2013 with the click-through rate (CTR) reaching an all-time high as brands and agencies continue to improve and refine their paid search targeting and execution.

“The large growth for Facebook spend demonstrates that advertisers are now increasingly confident about allocating ad budgets to social advertising. Meanwhile search marketing continues to deliver steady returns,” said Justin Thorne, regional marketing director for EMEA at Kenshoo. “Kenshoo has been driving an aggressive agenda to create solutions for marketers to use search intent data and social interaction data to optimise performance.”

The volume of clicks on search ads have increased 15 per cent YoY, with nine per cent fewer impressions.

Despite this, healthy competition and increased investment in digital marketing has driven the price (cost-per-click) for search ads to rise eight per cent over the year and 54 per cent for social ads on Facebook.

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