Quote:
Originally Posted by tyler_cracker
wooster,
as i understand it, the principal and huge problem with fb advertising is that you have zero engagement with the userbase. they're not on fb to buy things or learn about new products.
Is there data-based proof of this assertion? Some of the most popular pages on facebook are corporate and celebrity (business?) pages.
I would agree to a certain extent that facebook is best used for keeping clients and improving client satisfaction and feedback, however, that doesn't mean that it can't be used to gain new clients via advertising and what-have-you.
The main gist is the same as a company that slaps up a website and doesn't consider usability or company image, fully expecting the drag-and-drop site builder to save the company. Obviously, this doesn't work out, and this correlates perfectly to facebook: all the advertising in the world means nothing w/o conversion.
The problem is that, in my opinion, people marketing, including professionals, don't have any notion of the goals of their plan, and without some prescribed measurable metric, they are going to be disappointed because they automatically assume best-case when they should be considering (almost) worst-case.
The point is that there ~is~ data available that suggests running ads on facebook is highly profitable, but the caveat is that getting visitors amounts to nothing special in itself. It really breaks down to "how much can one afford to spend on gaining one client" and "what do I do once the client clicks my page?"
Here's one source:
http://www.hindustantimes.com/techno...e1-856594.aspx
Quote:
But the company doesn't seem to be connecting very well. In the poll, 83 percent of respondents said they "hardly ever" or "never" click on the ads Facebook serves up.
The ones who did click through were enough to yield the company $4.34 per user in advertising last year.
Sorry, 17% plus some x number is clicking on or "sometimes" clicking on ads? That's really good, actually. Even in the portals my company advertises on, we don't see anything close to numbers that correlate to this, and this is on portals that people go to for no other reason but to shop and find new products.
However, the main gist is that it all breaks down to how much you can afford to gain one customer, and that is the guiding principle to every marketing decision you make.
An example of one campaign I was working on: Best-case, try starting with one out of every 1,000 impressions equal one click-through, and out of those, 1 out of 10 (law of "not trying at all" in sales") will buy one product, thus consider 1 out of 10,000 impressions will convert to a customer. Multiply that number by impressions. Suppose it's $0.05 / impression, and your total is $500 for one customer.
The above is, IMO, best-case, and not truly an attainable goal for someone's first ad campaign, thus, you may consider your best case in this to something like 1 out of 30,000 impressions, then figure out if you can afford to spend $1,500 on each customer. If you're a cruise line, absolutely. If your selling an e-book, absolutely not.
I'm pretty sure facebook has all the metrics available for impressions and click-through. I would probably cut the number they give in half and then figure out your client-conversion rate, but consider it to be worse than 1 out of 10 as well. So, suppose, facebook tells you that click-through is generally 1/10% for each campaign. I would consider something closer to 1/20% and then client conversion to 1 out of 20 and plug in the numbers from there.