Today, Facebook is the largest social media site with almost 1.5 billion active users. The unique thing about the social network is that it continues to grow without showing any signs of slow down. This is in stark contrast to the story of Orkut that wound up gloomily some time ago. According to the latest advertising report, Facebook’s CTRs also show consistent growth. In fact, its click-through-rate growth is growing even faster than that of the largest search engine’s display CTRs.
Facebook’s Dominance Over Google in CTR
According to a top senior marketing consultant, the social network has been dominating Google in this aspect for over a year now. Its CTR is growing faster than that of Google. But the search giant is itself working on its new features to close in and overtake the social site. It has recently launched the Customer Match Feature, which is expected to help it gain a lot of lost ground.
Studies show that Facebook’s ad CTR has grown by more than 35% over the last year. This proves that its focus on targeting is offering good returns. Advertisers worldwide are increasingly using the social site and getting positive impressions. This has been confirmed by hundreds of senior marketing consultant globally.
Google’s CTR Growth
On the other hand, Google’s display CTRs have grown by around 25% over the last year. Even when Google announced its new feature, it shows that the search giant is facing stiff competition and desires to take advantage of its targeting data for improving its display performance. The new feature, Customer Match, will allow marketers to target audience based on their email addresses. You will also be able to target others who match the target audience across Google’s properties like Google Search, Gmail and YouTube.
The Customer Match feature allows marketers to load list of email addresses they already have. The addresses are then matched to the users who are logged in Google. It will then develop ads/campaigns to target these users.
According to leading social media experts, 7 out of 10 online consumers are influenced by the timing, relevance and quality of your message. If you get these factors right, most of your target audience will start building a positive perception of your brand.
Facebook may be growing at a faster rate more recently, but with multiple web properties and platforms, Google has a long term edge. Advertisers have a wider ranging reach over its platforms. But at the same time, advertisers on the social network are gaining better traction for the moment being. How long this growth will last is another story. But Facebook itself is working on expanding its horizons in the near future.