Social advertising benchmarks Flanders vs. our benchmarks

1 year of super valuable data… and counting

How well do you estimate the true value of all the CPCs, CTRs, and CPMs that come your way daily? As a marketing expert, you often have to rely on American or European benchmarks to accurately assess the success of your campaigns on Meta, LinkedIn, or Pinterest.

In other words: if you want to correctly value your social advertising benchmarks at a Flemish level, you as a marketer often lack a reliable reference point today.

• How does my current campaign score compared to similar companies in similar sectors in Belgium?
• How does my current campaign score compared to my previous campaigns?
• Is my campaign budget yielding optimal returns, and if not, what could be the reason?

That is exactly why we at Expliciet started working with our own set of benchmarks, based on customer data collected since January 1, 2023, and across various types of companies, sectors, and channels.

Furthermore, our benchmark figures receive an internal update every six months. This way, our clients are assured of a valuable assessment of their marketing efforts.

Benchmarks on 3 levels

We monitor our clients’ campaign results in real-time per channel and per predefined marketing objective (traffic, awareness, leads…) at three possible levels:

• B2B campaigns
• B2C campaigns
• Recruitment campaigns

What (else) can our benchmarks teach you?

How can you as a marketer practically get started with our benchmarks? Initially, use them in combination with the data you’ve collected in Google Analytics 4 and from your first-party data. This gives you a sharp overall picture of your efforts, allowing you to evaluate them more thoroughly.

Do you notice your results towering above our benchmark limits? Then follow the example of our online marketing team and look at them with a critical eye. There are numerous factors that can influence results:

• In which period did you advertise? Some periods are naturally more expensive due to high competition. Think of Black Friday and the end-of-year period.
• Have you chosen your target audiences too broadly or just too narrowly?
• For which product or service are you creating the ads? A product with a high sales value and a long decision period will likely yield more expensive results in some campaigns, but that is not necessarily a bad thing.
• Does the chosen imagery or the accompanying text not appeal enough?
• Account history: have many successful campaigns run in the past? This may also impact your new campaigns. The algorithm has more data about your account, which is not the case with a new ad account.

Numerous factors can therefore influence the success of your campaigns. Precisely because we are constantly on top of the numbers, the online marketers at Expliciet have all the data at hand to optimize your campaigns quickly and efficiently. Both in terms of budget, conversions, and quality. Because relevant results still take precedence for us over the lowest possible CPC or CPM.

High time for an outstanding baseline measurement?

At Expliciet, we are happy to give you extra insight into our internal benchmark strategies. Be sure to contact us for more information or to come and hear, without obligation, what we can mean for your potential next campaign. Let’s understand to make you stand out!