Klick Health

NON-PHARMA BENCHMARKS FOR FACEBOOK

Editor

in
Read More

Pattern89 looked at the Facebook ad data in their system (they claim they used AI but everyone claims that, it's probably NLP -Ed.) and found some benchmarks and return on ad spend (ROAS) for different content types. While this is not pharma, and benchmarks are difficult at the best of times, it's still entertaining to see what other marketers are doing on the platform.

The Basics

Some of the top-line numbers from the report:

Benchmarks

Then the report provided some ad benchmarks across their entire portfolio:

 

pattern89-fbig-benchmarks-600

 

Emotions

The Pattern89 system looked at images to categorize them (but the results weren’t that applicable for pharma marketers -Ed.) and emotions to determine which were the most productive.

If you believe that sentiment and emotions can be accurately determined by current algorithms (the author does not -Ed.) then the following emotions provide the best ROAS. Even if you don’t believe that the algorithms are accurate, we can see that the numbers are close enough that marketers should try a spread of messages and experiment with their audience.

 

pattern89-emotions-600

 

This report has other data about image types, emoticons, and beards (4 beards = 3.93:1 ROAS). Grab the PDF to get the full story.

 

Pattern89

More About the Author

Klick Wire

This is the Klick Wire blog account. Here you will find archived versions of all your favorite Klick Wire stories. To get these stories delivered to your inbox every week, use the sign up form at the bottom of this page.

More from this author

Go from news to action. Klick Wire

Weekly Digital Health Newsletter

Klick Health will NEVER spam you. Read our privacy policy

Thank you! You're now signed up to get the Klick Wire every week - news from the world of digital health marketing.

Sorry there seems to be a problem. Please try again later.