An article published today by Cynthia Boris from Marketing Pilgrim caught our attention immediately upon publication. Titled “Facebook Ads: Women Are More Expensive, But Aren’t We Worth It?,” the piece highlights a study from Resolution Media and Kenshoo Social titled “Men are Cheap.” One of the most fantastic titles of all time, the study looks at the gender differences in Facebook ad campaigns. You see, even though 58% of Facebook users are female, 53% of all Facebook ad dollars are spent on men.
Why you ask?
Well, according to Kenshoo Social, “Ads targeting men performed better and thus warranted the increased investment. Men delivered better Exposure Rates and click through rates than women, increasing their value for marketers.”
This is where Boris comes in, pointy out “do men click more often because they’re men or because they get more opportunities to click? Isn’t this like saying, more children than adults are hurt on playgrounds?”
It’s an interesting argument and one we hope to expand on with the help of our audience. What do you think? Should we be targeting women more because they represent a larger Facebook demographic, or is the obvious choice to focus on the demographic that “performs better” online?
The conversation starts here!