TBG's
report states there was a 435% improvement in conversions -- measured by transactions such as purchases, registering for loyalty cards, and RSVPing for events -- when brands targeted existing likes or
fans compared to when they did not.
TBG's data also show that Facebook advertising is getting more expensive. Reflecting campaigns run in the U.S., U.K., France, and Germany, CPM rates rose 45% year-over-year in Q2, while cost-per-click jumped 74%.
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