Advertising and marketing via social networks is still growing in popularity. So much so that the majority of industry professionals indicate an increase in the use of popular social platforms as part of their promotional efforts. Cost-per-mille, also known as cost-per-thousand, is the amount advertisers must pay for 1,000 impressions of their advertisement on one webpage. In general, the latest data puts the quarterly average social media CPM at 5.4 U.S. dollars. However, CPMs differ based on numerous criteria such as type of platform, country, industry or campaign objective. For example, Facebook’s advertising average CPM worldwide was calculated at 1.26 U.S. dollars, yet it was highest in the UK (3.15 dollars) and lowest in Colombia (0.42 dollars). Conversely, the last measured Twitter ads global CPM was valued at 6.46 U.S. dollars.
Closely tied to social media advertising is influencer marketing, where costs are determined based on audience engagement. The average CPE (cost-per-engagement) of influencer marketing campaigns for telco brands stood at 4.14 U.S. dollars, the highest among other industries, whereas retail advertisers paid 0.09 U.S. dollars per engagement generated during influencer campaigns.
When it comes to search advertising, Google AdWords CPC is highest for legal industry related searches, and lowest for e-commerce. In fact, based on latest data, the search term ‘lawyer’ ranked fourth on a list of most expensive keywords, with a cost of 54.86 U.S. dollars. In the case of CPA (cost-per-action), technology keywords are most expensive while automotive keywords are at the opposite end of the spectrum.