Adobe Digital Index released its latest Digital Advertising Report finding that Facebook's click-through-rates continue to grow more quickly than Google's display CTRs.
Facebook has been leading Google in this area for the past year, and its growth continues to come more rapidly than Google's. That said, Google's recently announced Customer Match feature could help narrow the gap. Time will tell.
“Facebook ad click-through rates rose 35% year over year, indicating that targeting efforts are paying off,” said Adobe Digital Index principal analyst Tamara Gaffney. "Marketers are using the platform more, and impressions are rebounding.”
"According to ADI, Google’s display click-through rates (CTRs) are up 25% YoY," the company says. "Here again, Facebook outperforms in terms of display CTR, up 35% YoY. The Customer Match announcement demonstrates that Google is under pressure to better leverage targeting data in order to improve its performance, ADI maintains."
Customer Match allows advertisers to target people whose email addresses they have and others similar to those people across Google Search, YouTube, and Gmail. Advertisers upload a list of email addresses, which can be matched to signed-in users on Google, and build campaigns and ads specifically for these audiences.
“70% of online consumers agree that the quality, timing, and relevance of a brand’s message influences their perception of a brand,” said Sridhar Ramaswamy, Senior Vice President, Ads and Commerce at Google when the feature was announced. “Google is in a unique position to connect consumers with your business in the most relevant ways. Whether they’re searching on Google, checking promotions on Gmail, or watching videos on YouTube, we can deliver the most relevant information based on what they’re doing, wherever they are, when they’re looking, and on any device they’re using."
Adobe Digital Index senior analyst Matt Roberts said, “Google’s CTR continued growth amid declining costs is likely due to the influence of programmatic media buying. It demonstrates that display remains a compelling opportunity. We’ll watch to see what impact Customer Match has going forward.”
You can check out the full Adobe report here: