I recently came across an interesting article on AdWeek about Facebook mobile ads conversion. A recent study by quarterly Global Online Advertising Index shows that in Q4 2014, even though 63% of Facebook ad clicks happen on mobile devices, only 1/3 of them converted (purchase, download or lead form completion). Mobile Ads Conversion
The same study compared mobile ads conversion on Paid Search and Facebook. As summarized in the table below, while Facebook ad clicks are shifting to mobile, its mobile ad conversion rate is far behind paid search ads on Google and alike search engines. Even within Facebook ads, the study found that desktop ads got 1.1% conversion rate, while mobile ads only generated 0.3%.
One may conclude from the numbers that Paid Search on mobile devices is more effective than Facebook mobile ads because customers actively searching for a product have better intents to purchase. On the other hand, however, the fact that clicks on mobile ads are greater than desktop ads indicates Facebook mobile ads may be a great way for a retailer to build brand awareness and reach consumers on mobile devices. If Facebook wants to make its mobile paid ads more effective, it faces the challenge of making social network a buying opportunity app rather than just personal social space.
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