Latest social media marketing analysis by leading digital marketing agency Kenshoo has tracked a significantly improved performance on Facebook.
Kenshoo, which counts Expedia and Skyscanner among its travel clients, looked at the first two quarters of 2013.
The findings were based on a global analysis of 75 billion Facebook adverts across a representative sample of advertisers and agencies using Kenshoo Social.
Todd Herrold, director, product marketing at Kenshoo Social said the results demonstrate that Facebook is not just a brand awareness and engagement channel but is evolving into a powerful direct response channel.
He said: “Advertisers are finding success using Facebook ads to drive toward their direct marketing goals, most importantly conversions and revenue.
“There are several factors influencing this evolution. Facebook has been steadily optimising its ad units and launching new ad targeting products designed specifically for direct response, including Custom and Lookalike Audiences, Partner Categories and the Facebook Exchange (FBX).
“At the same time, advertisers are getting better at narrowing down their target audiences and honing in more appropriately on users who may find the ad engaging.
“They’re becoming more sophisticated and are increasingly leveraging advertising platforms, like Kenshoo Social, to build and manage scale using automated bid optimization, audience targeting and expansion algorithms."
Kenshoo also said Facebook's algorithms are improving, meaning the site can better pinpoint relevant users within an advertiser's target audience.
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