Let’s start with a riddle.
It begins within 15 minutes of waking up, and ends about 15 minutes after getting into bed. It requires very little energy, and almost no movement. You’ll probably do it about 14 times a day, every day. Any guesses? Answer: Checking Facebook.
Almost 92% of marketers say that they are using Facebook Ads constantly, With users checking updates over a dozen times a day, why wouldn’t they? For ages the number 7 has been tossed around as a magical number of exposures before conversion can be reached, but it seems now that this could be happening multiple times a day. Are marketers really utilizing ads the way they should?
While ads are being targeted people more and more everyday, the average user has become more and more vulnerable. And with constant updates, it is believed that Facebook is making their layout tailored to the advertiser, and not the user. Facebook’s lead marketer, Brian Boland, denied the allegations. “Competition in News Feed — the place on Facebook where people view content from their family and friends, as well as businesses — is increasing, and it’s becoming harder for any story to gain exposure in News Feed,” Mr. Boland wrote.
While this isn’t the place to go into specifics on ad performance, know that the stats that fluff the surface aren’t all that impressive most of the time. Reach, whether it be organic or paid, is not the most important factor in the equation. There are quite a few elements to be determined before the desired outcome can be what you want it to be. The keys to making a great Facebook ad are what will give you your consequences, be they good or bad.