Facebook’s advertising system is constantly growing, and the number of advertisers they use to promote themselves has doubled in the last 18 months. Perhaps its notable success lies in the ease of obtaining results, or in the possibility of ad targeting, the performance of which may differ according to the interests of different industries.
To show this, he has launched An infographic that collects the main performance parameters of Facebook ads in different sectors. The study shows the results of Facebook (Average Click-through Rate), CPC or Average Cost Per Click, CVR or Average, and Average Cost Per Action ().
The averages found for the different advertising modalities correspond to 18 industries or sectors: Apparel, Automotive, B2B, Beauty, Customer Services, Education, Employment & Vocational Training, Finance & Insurance, Fitness, Home Improvement, Healthcare, Industrial Services, Legal, Real Estate, Retail, Technology, and Travel & hospitality.
CTR on Facebook
The legal sector has the (that is, the average click-through rate, i.e. the percentage of clicks a link gets relative to its number of impressions) highest on Facebook (1.61%). Other advertisers with high CTR are in the retail industry (1.59%), clothing (1.24%), beauty (1.16%) and fitness (1.01%). This is not surprising, since these are sectors that generally present high-quality models and ad images, which work especially well on Facebook or Instagram.
In contrast, employment or professional training services have a relatively low CTR on Facebook (0.47%), which suggests that perhaps other platforms such as Linkedin could be better suited to this type of advertiser.
The average click rate of Facebook ads across all industries is from 0.90%.
CPCs on Facebook
Ads from the financial and insurance sector have the highest CPCs (costs for each time a user clicks on an ad) on Facebook, at $3.77 per click. Likewise, the terms “Insurance”, “Loans” and “Mortgage” are the three most expensive keywords in Google, with an approximate cost of 50 dollars per click each (47 euros).
The cheapest clicks on Facebook are taken by the clothing industries ($0.45 per click), the travel and hospitality industry ($0.63), and the retail industry ($0.70).
The average cost per click (CPC) for Facebook ads across all industries is 1.72 dollars (1.61 euros).
CVR on Facebook
As far as CVR (Conversion Rate) is concerned, that is, all those users who have clicked and landed on our website and who carry out the desired action (a purchase, a registration…), the fitness sector is the one with the highest conversion rates, with 14.29%. Other industries with a good percentage are education (13.58%), employment and professional training (11.73%) or the real estate sector (10.68%).
However, there are other industries like retail or technology that don’t benefit as much from lead generation ads on Facebook, and have lower conversion rates (3.26% and 2.31% respectively).
The average conversion rate of Facebook ads across all industries, andThat’s 9.21%.
CPAs on Facebook
The average cost per action (CPA) (i.e. paying for certain actions like likes or link clicks) in Facebook Ads it is, in all industries, 18.68 dollars (17.57 euros). Among all of them, the educational sector stands out, which with an average of 7.85 dollars (just over 7 euros) sees Facebook or Instagram as a good platform to reach, above all, the younger audience. Quite the opposite occurs in the automobile or technology sectors, whose rates rose notably (43.84 and 55.21 dollars, respectively).
This study makes clear the great takeoff and effectiveness of advertising on Facebook, which is mainly due to the abundance of opportunities it offers advertisers from different industries, as we anticipated at the beginning of this article. We leave you below the complete infographic so you can assess and compare all the data.
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