Facebook is willing to take a hit to its wallet to make sure its users don’t.
Facebook will ban all ads promoting cryptocurrency in an attempt to prevent scammers from using its advertising platform to dupe its users, the company announced on Tuesday.
Overall, in Q4 2017, search ad click volume growth slowed by 9 percent as the average cost per click (CPC) increased 14 percent. Spend rose 24 percent year over year. Engagement and conversion performance from search ads improved, however, and clicks from phones accounted for 50 percent of all clicks for the first time. Those are among the findings reported in Merkle’s Q4 2017 Digital Marketing Report.
Big brands have been talking for an awfully long time about “acting nimbly” and instilling a “startup culture.” There’s a recognition that being data-focused and able to act quickly will help spur short- and long-term success.
But one of the most remarkable things about 2017 was that it was the year big companies — particularly CPG (consumer packaged goods) brands — actually started to act like small companies when it came to certain aspects of their marketing strategy and decision-making.
Twitter and Square CEO Jack Dorsey today announced the Cash app would support instant buying and selling of Bitcoin. One of the biggest barriers to entry for cryptocurrency has been the difficultly and learning-curve involved in acquiring it. This could, potentially, change that entirely.
In Q1 and Q2 of 2017, Merkle (my employer) reported on a positive trend for advertisers that showed a decline in brand cost per click (CPC) year over year. The CPC of brand terms is often determined by Google’s algorithm as opposed to the competitive landscape, so brands are often left to Google’s mercy in determining the price paid for this traffic.