1,500 Advertising Campaigns
11,200 Individual Ads
2.2 Million Clicks
0 Happy Marketers
“Facebook Advertising Performance Benchmarks & Insights” is the latest whitepaper from Webtrends and it brings some sobering news. In short, Facebook ads aren’t turning out to be the gift to marketing we’d hoped and maybe Eric Schmidt was right, Google has nothing to worry about.
The most telling piece of information is contained in this chart. Basically, it shows that clicks have declined and prices have risen.
A big part of the problem is ad burnout. Because Facebook serves ads based on interest, the same ad is served to the same person multiple times over a few days. The study saw that people began to ignore the ad after only a few viewings. They counter this with Google search ads which only appear when someone is searching for that information, thus reducing the number of times the ad is seen, and thus, ad burnout.