Men are Cheap, that’s the name of a new study from Resolution Media and Kenshoo Social and it could be my favorite study title ever.
The study takes a quick look at the gender differences in Facebook ad campaigns and comes to a not so simple “chicken or the egg” conclusion. Here’s how it goes:
The majority of Facebook users are women, but not by much; 58% female vs 42% male.
Even though there are more women, more Facebook ad dollars are spent on men. (53% male vs 47% female)
Because they’re spending more on men, men are offered more ads. Since they’re offered more ads, the law of averages applies and they click more often.
That leads us to the fact that it’s cheaper to target men on Facebook (with advertising).
If you prefer text over graphics, that’s cost-per-thousand impressions running around $0.16 male and $0.20 female. Cost-per-click is also a bargain at $0.51 male, $0.68 female.
As it turned out, 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.
But 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? Well, of course, because more kids play on the playground, so naturally they have a higher possibility of getting hurt. Or am I reading this wrong?
Even if I’m reading it right, it doesn’t discount the fact that it’s working. Aiming Facebook ads at men appears to be a great way to get more for your money. Now, let’s extend that thought. If you sell athletic equipment, video games, and suits – this is a no-brainer. But what if you sell women’s clothing, romance novels and chocolate? What would happen if you aimed your ads at men? Men buy for women, especially with the holiday season barreling toward us, so why not? (I don’t have an answer, I’m just thinking out loud.)
Your turn to think. Look at your Facebook campaigns with an eye toward gender. How would you change the approach if you aimed that block specifically at men? Doesn’t matter what they product is, just give it a shot. Remember, a highly targeted Facebook ad campaign is a successful campaign and today, men are your target.