Last week I brought up the issue of the effectiveness of social ads. The debate rages on with Joshua Porter providing insight as to why social advertising will never be as effective as search advertising. I have to agree with Joshua that search can actively track intent and thus is more effective. Users browsing through their friends’ profiles are not actively looking for something and are instead passively hanging out on the site waiting to find something of interest.
Can Facebook SocialAds Work?
Posted by Nick O'Neill on February 11th, 2008 10:11 AM
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There is a middle ground between pay-per-click and straight banner adverts. I personally have found PPC is now too saturated which has driven up prices.I agree you don't have the intent, but as socially-held information becomes more detailed, you should be able to profile better.I ran a personal test with Facebook social adverts over the past two weeks and have had a much better ROI than with Google Adwords campaigns running. I think this will also become more competitive, pushing up the prices, but it offers good value at the moment.
Comment by Craig Killick — February 11, 2008 @ 7:30 am
There is a middle ground between pay-per-click and straight banner adverts. I personally have found PPC is now too saturated which has driven up prices.
I agree you don't have the intent, but as socially-held information becomes more detailed, you should be able to profile better.
I ran a personal test with Facebook social adverts over the past two weeks and have had a much better ROI than with Google Adwords campaigns running. I think this will also become more competitive, pushing up the prices, but it offers good value at the moment.
Comment by Craig Killick — February 11, 2008 @ 8:30 am