Today I read an article in eMarketer that I thought was very interesting and informative. The article, ‘Women Click on More Facebook Ads‘, is about Facebook ads and who tends to click on them the most. In working in advertising I find this article very useful when scheduling campaigns in Facebook; it helps me to know who I should direct more impressions to.
The articles states that according to an April release by Facebook ad management solutions provider AdParlor, in Q4 2011, American women on Facebook were 12% more likely than men to click on ads, and they tended to also participate in various social media activities on Facebook. AdParlor found that worldwide the average clickthrough rate for men on Facebook ads was 0.066% in Q1 of 2011 and 0.048% in Q2. Women, by contrast, clicked at rates of 0.073% in Q1 and 0.063% in Q2—differences of 10.6% and 31.3%, respectively.
Now that I know this I have a better understanding of what I am playing with when working with Facebook campaigns. This will not just help me get a better CTR but also provide solutions for marketers who want to target women.