The 3-Year Period's Spends-&-Such ..
We reviewed accounts across a range of verticals and spend levels over a three-year period (2016-2019) to determine if costs were trending upwards.
Our findings showed that cost per click (CPC) had increased 158% on an average, across our range of clients. However, not all accounts saw increases (some saw drops as much as -67% but were far in the minority).
If broken-down as per our three largest industry verticals, ‘Education’ saw the largest increase (235%), while Finance and Entertainment both saw increases of 81%.
The costs in bringing users from Facebook-to-website have undoubtedly increased for our clients.
This isn’t necessarily the bane of the platform contrary to as it may seem, as Facebook still offers very comprehensive awareness and consideration options for increasing brand status & interaction.
However, in terms of acquisition and on-site conversions, investments towards Facebook begins to take place as a lower priority amongst a field of far cheaper, display clicks. Not to mention, more targeting search activity.
Note (Left – Graph) : Only campaigns with a link click objective were considered to ensure YoY comparisons as reasonable.