The last quarter of the year is the most important for marketers, and the massive amount of data we combed through to deliver Q4’s Benchmark Report is proof. We used 13.3 billion impressions and over 135 million clicks to calculate median CPC, CPM, and CTR for Facebook ads (News Feed, the Audience Network, and FB Messenger), Google Ads (Search and Display), Instagram, LinkedIn, Twitter, Google, YouTube, and Bing.

Use these numbers as helpful comparative points to determine the success of your own results. Are you paying more than everyone else for clicks on Facebook? Knowing that Bing’s CTR ended 0.42% above Google’s, is it time to integrate Bing into your marketing mix?

Here’s a quick peek into what we found:

Google Ads Search CPM plunged $33

Key Takeaways

• Median CPM decreased by 49.2% since Q3 2018

• Median CPM decreased by 55.4% year over year in Q4 2018

Instagram CPC drops to the lowest price we’ve recorded

Key Takeaways

• Median CPC decreased by 23.7% since Q3 2018

• Median CPC decreased by 80.3% year over year in Q4 2018

Product updates & tips from top performers — All in our free report

Our Q4 2018 Benchmark Report reveals costs and click-through rate benchmarks for each major advertising network — Facebook ads (News Feed, the Audience Network, and FB Messenger), Google Ads (Search and Display), Instagram, LinkedIn, Twitter, Google, YouTube, and Bing. You’ll also find key product updates for each network so you can make sure you didn’t miss anything, plus tips and advice from top performers in the industry. Get your free copy now!