Nums: What percentage of Facebook users click on the ads?

According to an AP-CNBC poll

User clicks are a critical part of an advertiser’s calculus when gauging the effectiveness of those ads and how much they’re willing to pay for them.

So, how does Facebook do?

image

Here are some survey results …

Well, since 59% of people say they distrust Facebook’s use of their personal data, it’s not that surprising that:

  • 57 % of Facebook users say they never click on ads or other sponsored content
  • 26% said they hardly ever click on ads
  • 4% of users say they often click on ads

A 4% clickthrough rate is only slightly better than the 2% to 3% benchmark rate for “effective banner ads”.

Confronted with these realities, Facebook is now pitching that clicks don’t really matter … that ads on their pages work more like TV ads.

According to Facebook: “People who click on ads aren’t necessarily buying products, and people who are buying are almost usually not clicking”.

Facebook ads broadly create demand for products … they don’t necessarily evoke a “direct response”.

Oh, really?

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One Response to “Nums: What percentage of Facebook users click on the ads?”

  1. Pssst: Facebook is stalking you in stores …. | The Homa Files Says:

    […] See Nums: What percentage of Facebook users click on the ads? […]

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