Males Are Cheaper On Facebook Ads

Sites include Facebook.com . Published on October 12th, 2012. Written by Anthony West.

Men are cheap! At least that’s the finding coming out of a study conducted by Kenshoo Social and Resolution Media.

The latest marketing insights report from Kenshoo found that although women outnumber men on Facebook, they are marketed to more due to the low cost of reaching them. The study found that marketers allocate only 47% of their budgets to the female audience on the platform with males getting 58% of the impression volume on Facebook ads.

The average cost to reach a male user on Facebook is $0.16 measured on a CPM basis, as opposed to $0.20 for a female user. CPC are also cheaper for men too, with the average cost being $0.51 for males and $0.68 for females.

Men also make better marketing targets due to their propensity for clicking on ads. The study found that men owned 60% of the click volume on Facebook ads. The findings are no way scientific and depending on who you ask industry-wide, the numbers may very well be reversed. One thing is certain though, the cheaper costs of reaching men make them more attractive targets.

On the flip-side though, women may be dearer on Facebook because they actually buy stuff. After all, clicking on an ad is only half the journey towards the sale. The customer path to purchase wasn’t a part of the study but perhaps Kenshoo Social and Resolution Media will include that variable in any future studies.

Do you believe men are better targets for advertising on Facebook? Share your thoughts with us below.