How do different kinds of ads on Facebook, Twitter, LinkedIn, and YouTube stack up against each other in terms of impressions and clicks.

1. Comparing
Facebook, Twitter,
LinkedIn, YouTube
Ads Dr. Augustine Fou
http://www.linkedin.com/in/augustinefou
December 18, 2012.
December 18, 2012 1

2. Important Notices
• The ads are mainly display ads
• The different ad types should not be
compared apples-to-apples
• The content in the ads is different and
should not be directly compared
• Each type of ad should serve its own
purpose and audience
December 18, 2012 2

3. Facebook Ads
687,000 impressions
115 clicks
0.017% CTR (click through rate )
$1.58 CPC (cost per click)
December 18, 2012 3

4. Twitter Ads
4,961 impressions
0.24% follow-rate
$1.68 CPF (cost per follow)
December 18, 2012 4

5. LinkedIn Ads
2,402,636 impressions
1,062 clicks
0.044% CTR (click through rate)
$2.23 CPC (cost per click)
December 18, 2012 5

6. Adwords TrueView Ads
292,984 impressions
2,127 views
$0.17 CPV (cost per view)
193 clicks
$1.93 CPC (cost per click)
December 18, 2012 6

7. StumbleUpon Ads
Effective CPV
(cost per view)
7.5 cents
9.9 cents
8.8 cents
5.0 cents
5.0 cents
etc
December 18, 2012 7

8. So What?
“Different types of ads are used in different
ways, targeting different audiences. But
they all have reported impressions and click
through rates. So they can be compared or
benchmarked with caveats. Choose the right
one for your audience and business
objectives.”
- Dr. Augustine Fou
December 18, 2012 8

9. Dr. Augustine Fou – Chief Digital Strategist
“I advise clients on optimizing
their use of digital tools and
techniques.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
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@acfou Augustine Fou