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Facebook Ads - Men Are Cheaper than Women

According to financial analysts Facebook Q4 revenue (including payments, fees) could reach $1.5 billion. Digital marketing technology company Kenshoo says that just over 20 percent (20.3 percent) of the company’s ad revenue is now coming from mobile. And as per eMarketer, almost four billion dollars in advertising budgets were spent on Facebook ads during 2012, and that number is expected to grow to more than six billion in 2014.

Facebook AdsMeanwhile, Facebook continues to grow its user base as more people join the world’s largest social network and spend more time within its walls. ComScore reports that the average Facebook user spends more than 6 hours on Facebook each month. But what demographic is online more often, by gender, and how do you reach them?

Kenshoo knows a bit about this. 

The company's series of Social Media Insights report, “Metrics that Matter,” revealed key performance indicators to measure performance of Facebook Ads – Exposure Rate and Frequency. Its second report, “Social Media Advertising Global Games,” broke down Facebook ad performance by country. Now in its third iteration, the social media company reveals how women and men engage differently with ads on Facebook.

Facebook Ads by Gender

The study reveals which gender is more prevalent on Facebook. It explores which sees and clicks on more ads, draws more ad dollars, and costs less to target. Knowing these facts can help social media advertisers better optimize their ad spend.

5 Facebook Advertising Takeaways

Below are the study's five key takaways to help your Facebook ad targeting strategy.

  1. ImageCreate very finely-targeted ad segments. Separate men and women. Segment by age and other demographic selects, too. Smaller, highly-targeted ad segments enable more relevant and cost effective Facebook advertising.
  2. Methodically expand the number of highly-targeted ad segments to effectively scale campaigns by extending this improved relevance and performance to larger audiences.
  3. Use custom text and images for targeting men vs. women. Different messages will get the attention of different genders.
  4. Adjust bidding strategies based on segment attributes, including gender. Don’t overspend trying to reach males given the glut of inventory and lower rates available for targeting men.
  5. Monitor Frequency--an ad Frequency of six is optimal. Beyond that point, people tune out and fresh creative is required to drive engagement.

You can access the full report here.

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Join The Conversation

  • Mar 3 Posted 4 years ago mtebb19

    That is very interresing Virpi! I a male on facebook and never really thought about how the advertisements differed that much with gender. Its very interesting how segmented advertisements on FB are. I wonder if advertisements really are based on your friends or even your age. It would be interresting to change other profile information and see what turned up.

  • MJ Wesner's picture
    Mar 2 Posted 4 years ago Myung

    That is so interesting, Virpi.

    I wonder if any of the advertising for women is linked to who we are friends with.  For instance, if a twenty-something woman's closest friends are all getting married, maybe there's a spate of bridal ads; or once her friends all start having babies, more maternity ads pop up?

  • Virpi Oinonen's picture
    Mar 2 Posted 4 years ago Business Illustrator

    I wonder if some of the gender differences derive from the way Facebook advertisers approach men and women as audiences - not from gender differences per se.

    I did an interesting experiment recently. I'm a female and I use Facebook a lot but I got a bit annoyed by all the ads that featured fat loss products (I'm not overweight), a baby (I don't have one) or infertility treatments (I don't want a baby). Just because I'm a woman doesn't mean I want to lose weight or have or want to have a baby. Targeted advertising my ass.

    So I changed my sex to male. And lo and behold I started getting ads that were based on my actual interests (the pages I liked etc) and there were lot less generic ads that were purely based on my sex or age. One or two dating ads. Maybe one protein product. And that's it! 

    If advertisers would bother to post ads that were based on my interests (and not my gender) I might be more interested in clicking them.

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