Source: Salesforce Marketing Cloud [pdf]
Notes: Facebook advertising CPMs were highest for the telecommunications ($9.40) industry and lowest for the gaming ($2.76) vertical in Q1, according to data released by Salesforce Marketing Cloud. Although Facebook has since updated its CPC measurement, Salesforce’s data shows that in Q1 the professional services vertical saw the highest average cost-per-click, of $1.12, more than 5 times that of telecom advertisers ($0.21). Meanwhile advertisers from organizations and associations (3.72%), retail (3.37%) and telecom (3.37%) appear to have crafted the most compelling creative, averaging the highest click-through rates for the quarter.
About the Data: The Salesforce Marketing Cloud report is based on global advertising data – across Facebook, Twitter and LinkedIn – covering more than 2 trillion impressions and 200 billion engagements by Salesforce Marketing Cloud customers, from October 2015 to March 2015. The report notes that the “aggregate data in no way represents any official position of Facebook, Twitter, or LinkedIn for advertising trends nor any individual advertiser” and that the “information is presented under Safe Harbor and should not be considered as any official statement by Salesforce.”