Women are most often targeted by advertisers on Facebook, to the tune of 58% of the time but according to new research shared by therealtimereport.com, men respond better to ads and are less costly to reach.
The click volume for men is 60% vs. 40% for women and the impression volume is 58% men and 42% women.
Advertisements targeting men also cost less on average, the cost per thousand impressions targeting men was $0.16 and it was $0.20 for women. The cost per click average was $0.51 for men and $0.68 for women.
Performance marketers understand that when you are looking for a return, the numbers have to add up. Does the fact that the impression volume and click volume on Facebook for advertising to men change the way you think about advertising there? There are many targeting options for advertising on Facebook and gender is one of the most important. Stating the obvious, if click costs are cheaper and the volume is there, if you are not doing so, you might want to work that into your plan.