After analyzing 65 billion ad impressions in a 12-month period, Kenshoo Social, in partnership with Resolution Media, found significant differences in the effectiveness of ads targeting men and women.
Despite women representing the majority of Facebook users, the study found it’s cheaper to advertise to men. Men are not only exposed to and click on more Facebook ads, but ads targeting men also cost less through the cost-per-thousand impressions ($0.16 male/$0.20 female) and cost-per-click ($0.51 male / $0.68 female) pricing models.
Additionally, the study, entitled Social Media Insights: Men are Cheap, found that ads targeting men achieved superior Exposure Rates, reaching a larger percentage of their unique audiences. Marketers can leverage this data in a variety of ways.
“Men and women are attracted to different ads, so marketers need to create custom ad copy and landing pages for their target audience,” said Todd Herrold, senior director, product marketing for Kenshoo Social. “Marketers should adjust their bidding strategies to ensure they don’t overspend trying to reach men who can be reached effectively at lower rates.”
Herrold also said that small, highly-targeted ad segments enable more relevant and cost-effective Facebook advertising; so Kenshoo Social recommends advertisers create very granular ad segments defined by gender but also age, demographics and interests.
“The most successful advertisers do this at scale to deliver the necessary campaign volume without sacrificing relevance or wasting impressions,” said Herrold. “We learned in ‘Metrics that Matter’ that an ad Frequency of six is optimal, and people tune out ads they’ve seen seven or more times.”