In response to some questions my employer, Ampush, has received from its partners in recent weeks about our expectations for Facebook advertising pricing changes this holiday season, I penned a blog post last week. Performance advertising prices tend to run counter to expectations in one important way: the more one buys, the more expensive the marginal cost can become. That, combined with more overall demand by advertisers during this critical time of year, makes advertising on Facebook more expensive in late November and December. In this post, I explain why Ampush isn’t worried about that trend and how advertisers can prepare now for a prosperous holiday season.
Below you’ll find the blog’s first couple of paragraphs and a link to read the whole thing at http://www.ampush.com/blog.
Retailers have conditioned consumers to expect bargains throughout the holiday season, especially on Black Friday. The media has gotten in on the act, calling attention to the steals and deals awaiting the brave souls who start their shopping as soon as the turkey gets cold on Thanksgiving Day.
For advertisers, it’s a different story. The fourth quarter, and the holidays in particular, get more expensive. That’s true for television, as more marketers (and, increasingly, politicians) ramp up their spending to reach an audience that often is on vacation and consuming more content in their free time. All that demand drives prices higher.
It’s true for Facebook, too. And that’s okay.
For more, read the rest of the post here.