A recent report by Efficient Frontier has shown that pay per click advert prices on Facebook are rising.
According to the Global Digital Marketing Performance Report for Q2 of 2011, the average cost of purchasing a PPC advert increased by 22 per cent.
In terms of the effect the rise will have on pay per click marketing, the report states, “the longer brands wait to engage with consumers on Facebook, the more expensive it will become to acquire fans.”
Other interesting statistics that could be taken from the report included that for every 17,000 new fans that a brand achieved, on average they saw an additional one extra comment on their Facebook posts.
While the amount spent on Facebook advertising might be increasing, generally only 5 per cent of a search-marketing budget is invested – though the report notes that during promotions of a time-sensitive nature this can increase to around 25 per cent.
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