30 Sep '12, 10pm

Men Cost Less to Reach with Facebook Ads, Click More - Search Engine Watch (#SEW)

Women outnumber men on Facebook, yet marketers spend more targeting men, allocating 53 percent of their budget to male users. Why is that? Quite simply, men are cheap. So say Kenshoo Social and Resolution Media in their latest Social Media Insights report, Men Are Cheap: Efficient Gender Targeting with Facebook Ads. Despite the fact that 58 percent of Facebook users are women, advertisers allocate only 47 percent of their budget to targeting women. Men also account for more click volume, though this can be at least partly explained by the higher impression volume as a result of greater spend. Other factors are in play, too, though. It’s also cheaper to target men than women; the average CPM for men is $0.16, compared to $0.20 to for women. Looking at costs-per-click, the disparity grows: $0.51 per click for men and $0.68 for women. As a result, marketers can afford to reac...

Full article: http://searchenginewatch.com/article/2208971/Men-Cost-Les...

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