How Streamlining Ad Units On Facebook Can Harm Marketing Agencies
Advertising makes up 85% of Facebook’s earnings, meaning big business. However, the success of such advertising seems to be limited to Facebook itself, with many marketing agencies seeing little return for their buck on Facebook ad units.
The company has recently undergone advertisement changes for the second time in six years, but will this be enough to ensure that marketing agencies aren’t wasting their money on adverts doomed to failure?
Google ads vs Facebook ads
On average Facebook ads have a meagre click-through rate of 0.5%; 10 times poorer than Google. This means that for every 1000 Facebook ad viewers only 50% will engage and click through onto a Facebook ad.
Why do Facebook ads have such a poor click through rate?
A number of reasons have been given for the poor consumer response to Facebook ads, however some of the main reasons include:
- Dull, mediocre and boring advertisements, with the size, style and placement on the page doing nothing to draw the customer in.
- Very little customer interaction, meaning no interest or engagement created, thus no click through made.
- Poor personal ad targeting/irrelevant ads-just because you ‘Liked’ a certain car brand last year doesn’t mean you want to buy one now.
What is the best thing to do for your marketing business?
Changes have been made to Facebook advertising, including removing online deal offers and implementing elements of the ‘Sponsored Story’ advertisements, with the interaction of the ‘Comment’ and ‘Like’ options sitting atop the ad.
However, some still feel not enough is being done to bring customers to the advertisers and their products, and so many favour Google ads instead. With their emphasis on recent search engine history to connect with the viewer’s consumer intents right now, Google ads are viewed as a much more cost effective way to ensure that you are not wasting both time and money on redundant advertising.