Growing number of companies are leveraging Facebook's PPC options
Published April 15, 2011
More companies are taking advantage of Facebook's cost-effective self-serve advertising platform by launching pay-per-click campaigns on the social site, a new report from the Search Engine Marketing Professional Organization indicates.
Nearly half of North American companies (47 percent) and 45 percent of global businesses are now using the PPC options on Facebook to reach the social site's user base of more than 500 million consumers. Among advertising agencies, this number is even higher - 74 percent of North American organizations are leveraging Facebook's self-serve platform.
"Search engine marketers have learned how to roll with algorithm shifts and price increases and are constantly improving their efficiency. At the same time, they're taking the time to focus on the emerging opportunities where search, social and mobile meet," explains Stefan Tornquist, research director at Econsultancy, which helped conduct the survey.
Facebook's self-serve platform has grown even more profitable for the social network over the past year. The company has added more advertising slots to profile pages, which means brands are getting more exposure.