Why Facebook Ads Don’t Cut It – Yet
2020 will go down in history for a number of reasons and one that stands out for many online marketers is the dethroning of Google by Facebook. Almost 9% of all US traffic visits Facebook. That’s a lot of traffic in one place and you would think a blessing for online marketers. No one would blame you for seriously considering Facebook’s advertising feature as well. Surely you could gain a decent stream of traffic to your web site?
If there is one disappointment related to Facebook, then it would have to be its advertising. They don’t appear to have got it right just yet, and while pay per click is cost free if there are no clicks, there are other certain aspects that concern me. Facebook is not alone – to date, social media has not been a great place to advertise. Let’s face it, most people visit sites like Facebook because they want to socialize, not view advertisements.
So where is Facebook failing? There are a number of areas that Facebook need to work at. The first, and perhaps most important, is that you cannot truly target your ads. In fact, you are limited to profile information such as location, age, and interests. It would be nice if advertisements could be targeted based on content – this would make them more relevant to the user, and more likely to receive a click.
One area that has concerned me for a while, to the point of annoying me, is that ads are repeated, especially if you click on one of them. I do click on ads when doing research, or if curiosity gets me. I notice those ads appear far more frequently than most others. In my mind, this is one way to really annoy users, especially if they have clicked through and become a customer. The last thing they want to see is the same ad appearing day after day.
When it comes to advertising, Facebook is still learning, still fine tuning, and still trying to find a ‘fit’ that will work with their users and advertisers alike. Until they do get it right, by all means do your research, but be well aware of its limitations as a pay per click option.
United States (US): New York, Los Angeles, Chicago, Houston, Phoenix, Philadelphia, San Antonio, San Diego, Dallas, San Jose, Austin, Jacksonville, San Francisco, Columbus, Fort Worth, Indianapolis, Charlotte, Seattle, Denver, Washington, Boston, El Paso, Detroit, Nashville-Davidson, Memphis, Portland, Oklahoma City, Las Vegas, Louisville
United Kingdom (UK): London, Birmingham, Leeds, Glasgow, Sheffield, Bradford, Liverpool, Edinburgh, Manchester, Bristol, Kirklees, Fife, Wirral, North Lanarkshire, Wakefield, Cardiff, Dudley, Wigan, East Riding, South Lanarkshire, Coventry, Belfast, Leicester, Sunderland, Sandwell, Doncaster, Stockport, Sefton, Nottingham
Canada: Toronto, Montreal, Calgary, Ottawa, Edmonton, Mississauga, North York, Winnipeg, Vancouver, Scarborough, Québec, Hamilton, Brampton, Surrey, Laval, Halifax, Etobicoke, London, Okanagan, Victoria, Windsor, Markham, Oshawa, Gatineau, Vaughan, Kitchener, Longueuil, Burnaby, Ladner, Saskatoon
Australia: Sydney, Melbourne, Brisbane, Perth, Adelaide, Gold Coast, Canberra, Newcastle, Wollongong, Logan City, Geelong, Hobart, Townsville, Cairns, Toowoomba, Darwin, Rockingham, Launceston, Bendigo, Ballarat, Mandurah, Mackay, Bundaberg, Bunbury, Maitland, Armadale, Rockhampton, Adelaide Hills, South Brisbane, Hervey Bay
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