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The study by Trademob said 40% of all clicks were either fraudulent clicks by publishers and bots looking to boost ad revenue or accidental clicks. Combined, the fraudulent and accidental clicks had conversion rates of less than 0.01%, making them essentially worthless to advertisers. 

Fewer marketers are using Instagram than other networks. 58% of marketers are on Instagram, compared to 94% on Twitter and 82% on Facebook. Naturally, less competition is going to translate to more opportunity. (Of course, as more marketers catch on, this will change.)

Instagram has a younger median age (27 years old), which may account for why users are more likely to interact with brands.

slick pics actually don’t produce nearly the same engagement rates as original “non-glossy pictures shot outside of a studio” – the agency’s description of what an “Instagram photo” should look like.

cost-per-click (CPC) is down 2 percent year-over-year and 11 percent quarter-over-quarter, while clickthrough rate (CTR) rose 160 percent YoY and 20 percent QoQ. Facebook ad clicks overall were increased by 70 percent YoY and 48 percent QoQ. Impressions are up 40 percent YoY and 41 percent QoQ.

Comments on ad posts are up 16 percent YoY and 40 percent QoQ; likes are down 4 percent YoY and shares are up 2 percent. Engagement on video is up 25 percent YoY and 58 percent QoQ, showing that auto-play videos haven’t been as toxic as feared. Video plays are up 785 percent YoY and 134 percent QoQ after auto-play videos were implemented in Q4. Nearly 1/4 of all video plays on Facebook happen on Fridays. Posts with images still gain the most engagement, though the percentage of engagement for photo, link and text posts are all down YoY. Posts with links are up 77 percent YoY and 167 percent QoQ, as Facebook has made great strides in making link posts more visual. Most impressions in Q1 came on a Friday, with 15.7 percent of all impressions. Sunday is the least likely day to receive a comment on a post. Facebook referred revenue per visit is up 11 percent year-over-year and 2 percent quarter-over-quarter. Facebook produces 75 percent of traffic to retail sites, up 2 percent year-over-year and 13 percent quarter-over-quarter. Facebook refers 52 percent of social traffic to B2B high tech sites, up 34 percent year-over-year.

Part of the reason why advertisers spent more on Facebook, suggests Resolution Media, is that Facebook ads are cheaper: both impressions and clicks cost less on Facebook than on Twitter, so marketers are enticed to spend more. Plus, Facebook offered more extensive alpha and beta opportunities than Twitter.

. Twitter has 6 distinct communication networks The Pew Research Center and the Social Media Research Foundation combined on a report that analyzed thousands of Twitter conversations to come up with six distinct communication networks.

4. You have less than an hour to respond on Twitter Consumers expect a lot from you on Twitter, as recent research by Lithium Technologies confirms. The real-time nature of Twitter has led to incredible expectations. According to Lithium, 53% of users who tweet at a brand expect a response within the hour. The percentage increases to 72% for those with a complaint.

Create Rich Cards Rich cards are a form of structured data; they give users visually appealing information that is easy to understand and provides a flawless mobile search experience. They are Google’s way of taking advantage of the rise in mobile usages, which has surpassed desktop. They aren’t just easy on the eyes though. Analysts at Google state that Schema markups will become more important when it comes to search ranking as time goes on.

Create Skyscraper Content If you haven’t heard of or don’t use skyscraper content, then you’re missing out on a lot of SEO juice. The term was coined by  Brian Dean, who used it to boost his traffic by 110% in 14 days. Skyscraper content involves finding high performing content in your niche and creating something better, and then shamelessly promoting it.

Take Advantage of High-Performing Posts You know that internal linking is a good SEO practice. But, do you optimize your internal linking for maximum effect? At the beginning of this post, I told you that 73% of users don’t click past the first page. That means that your pages with less authority will be left out in the cold and will receive only the occasional stray or lucky click. You can remedy this pretty quickly. If you have pages with high authority showing up on the first page of the search results, take advantage of this and link to lower ranking posts from these high-performing posts. This strategy can lead to more clicks and higher rankings.

Only 18% of clicks on Google search results go to paid results Less than 1% of clicks on Twitter.com go to paid results The best Facebook ads get less than 10% CTR (in fact the average is .05%) Etc, etc, etc.

Organic digital traffic (search, blog, links, etc) counts for 90% or more, with $5 billion of investment. While paid (affiliate, ppc, display, etc) sends the remaining 10% of traffic but gets 800% more budget at $45 billion.

1. Create A Content Strategy Not A Blog To develop a content strategy, make sure you have great answers to these questions: Are you going to be able to attract the right people? Why will they care about you? What are you doing to earn their interest? Why are thy going to share? Will they like and trust you more?

Twitter ads generate clicks at a significantly higher rate than Facebook. As a result, the firm found, advertisers are significantly dialing up their Twitter ad spending.

“Business & Consumer Services” saw its Twitter ad spending soar by 361 percent in the fourth quarter over the third quarter, versus Facebook’s still huge 211 percent increase. Over the course of 2013, Twitter ad spending for the ”Business & Consumer Services” ballooned 297 percent, found Resolution.

Why is Twitter growing despite a much smaller audience? For one, Twitter has rolled out several compelling new offerings that connects its ads directly to TV shows and commercials, Resolution’s report notes.

From every ad, users can also steer themselves to an "ads preferences" settings page, where they can tell Facebook not to show them ads based on their inferred affinity for certain categories. Conversely, they can also select categories they are interested in.

Now users who click or tap on the drop-down menu on a Facebook ad and select "Why am I seeing this ad?" will be taken to a brief explanation for why that ad was shown to them. For instance, a user could be told they saw an ad because they're interested in televisions, and that Facebook's inference was based on pages they've liked and ads they've clicked on.

the new targeting is intended to help direct-response advertisers, in particular, to make their Facebook ads more relevant to their selected audience.

CTR by itself is a poor indicator of ad performance and may be “completely unrelated, or even negatively correlated, to the other measures capturing metrics such as calls, directions and store visits” As mobile display campaigns are optimized for CTR, it negatively impacts secondary actions such as calls and directions Lower CTRs were often associated with the highest offline in-store visitation rates

if marketers and brands are relying exclusively on CTR they’re not getting an accurate picture of which ads actually deliver true engagement and are “working.” In addition the risk of inadvertent clicks (the “fat finger” problem) is relatively high, casting further doubt on CTR.

Twitter shows you everything posted by those you follow: news, thoughts from friends, pictures and more. You dip in and out as you like. But similar to live TV, when you turn it off — when you’re not actively watching Twitter — then you’re missing everything. Those 10 or 100 or 1,000 accounts you follow? Even though Twitter shows you everything from them, unlike Facebook, you’ll largely miss whatever they do if you’re not watching Twitter constantly.

That 5% engagement rate sounds pretty good, but it’s based only on the 7,195 people who actually saw my tweet. What’s the engagement rate for my overall audience of 390,000? That’s 0.1%, rounded up from 0.0923%.

Tweet & Tweet Again To Reach 30% Of Your Audience Twitter’s own post suggests that high visibility isn’t common. Consider this from it wrote today: We saw that brands that tweet two to three times per day can typically reach an audience size that’s equal to 30% of their follower base during a given week. This indicates that Tweet consistency is a key factor when it comes to maximizing your organic reach on Twitter.

When Should You Use Facebook Canvas Ads? There are lots of applications for Canvas ads. Whether you want to implement a conversion campaign, grow brand awareness, or generate more clicks to your site, these are a great idea. If you want to elicit a direct response, consider using a format that displays your products with a CTA button. If brand awareness is your goal, focus your efforts on creating engaging visuals and copy to attract as many views as possible. In this case, also consider paying based on CPM (impressions) rather than CPC (clicks). This will help you optimize your views.

You can see that the highest open rates occurred with four-word length subject lines and the lowest open rates were tied to nine-word length subject lines. But the click-to-open rates didn’t correlate, meaning high open rates did not correlate to high click-to-open rates.

The winner was seven words for overall engagement. And if you write a subject line with eight words, well, you’re in for a shock! It’s nearly half the performance as subject lines with only one less word.

Not even the promise of lower CPMs as a result of less competition was enough to tempt large swaths of advertisers to change their view of the platform last year. But it wasn’t for lack of effort. Snapchat execs pushed the self serve auction model in the U.K. for much of 2018.

Snapchat’s impressions are now the cheapest of its peers, according to the ad buyers interviewed for this article.

ll told, the ephemeral mobile messaging app had a good year in 2018 thanks in part to the arrival of the Snap Pixel. When it launched last summer, the pixel gave its ad business more clout as agencies could go to advertisers with more accurate data based on how Snapchat’s ads drive direct response clicks to websites. Deeper data on what actions Snapchat’s ads drove meant ad buyers could move away from last click attribution models.