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The Impact Of Major World Events On Facebook Advertising Bidding Costs

March 28, 2015

How World Events Impact Bidding Dynamics

Advertisers know anecdotally that high competition to reach key audiences results in higher prices. Our analysis of the Facebook® Ads auction market visualizes how an always-on, dynamic auction market can respond to both anticipated and surprise world events:

  • How major tent-pole events affect reach costs
  • Impact of viral events on user behavior
  • Evaluating the ROI of advertising around world events

This report contains analysis of bid costs via the Facebook Ads API over the course of ten weeks.

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AUTHORS

  • Chris Poirier, Principal Researcher
  • Max Kalehoff, Chief Marketing Officer
  • Scott Liening, Consulting Analyst