Aus slugged with double CPC rates by Facebook: Study

By By Wenlei Ma | 18 January 2013
Australia pays more than double than the US in Facebook CPC.

Australian advertisers have been paying double the cost-per-click (CPC) rate on Facebook ad campaigns to that of their US counterparts, according to ad management technology company Marin Software.

Marin contended that Australian advertisers are paying US$0.66 on CPC rates compared to the US market which was US$0.33. The UK paid US$0.39 CPC while the Eurozone averaged US$0.23.

However, Australia's click-through-rate was on par if not lower than the other three markets at 0.07%. The US clocked in at 0.09%, the UK at 0.07% and the Eurozone was 0.08%.

The findings were released in Marin's fourth quarter Global Online Advertising Trends Report which included Australia for the first time.

The Marin report also found in search marketing, the cost-per-click in Q4 was US$1.31, up from US$1.15 in the prior period. However, it's still down from US$1.43 in Q2 of 2012.

Click volume increased 34% year-on-year while impressions rose 65% year-on-year.

Within the report, Australia had the highest combined clicks from smartphone and tablet devices, which accounted for 26% of clicks. But smartphone and tablet devices only commanded 20% of spend.

Marin Software Australia managing director Nick Gill said: “Whilst we see more and more Australian advertisers recognise the value of search marketing, it is abundantly clear that there is still room for improvement in the optimisation of their SEM ads. It would be great to see an improvement in the Australian industry CTR this quarter.”

Marin's report is compiled with data from its Global Online Advertising Index which includes information from global agencies and advertisers.

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