Do they matter, or are conversion rates more important?
My recent blog on Facebook advertising the targeted approach resulted in some interesting comments from people, both positive and negative.
A common thread focussed on the press coverage around the fact that advertising click through rates were far lower than other pay per click marketing.
It was also mentioned that many large companies had pulled their Facebook advertising in favour of more traditional channels.
In May GM pulled their advertising budget stating that Facebook advertising did not impact their car sales, but last month Ford spoke in support of Facebook advertising, along with Coca Cola. In an interview on the Wall Street Journal Live, the comment "GM just weren't doing it right" was an interesting reflection of effective social media advertising.
Wall Street Journal Interview - Coca Cola and Ford Support Facebook Advertising
Video streaming by Ustream
This interview highlights the problem faced by marketers. Should we be evaluating Facebook advertising against Google or LinkedIn even?
Facebook is social - Google is active
Facebook is by the far the largest social media platform in the world and has attracted users from a diverse range of social groups, ages, interests and backgrounds. In doing this it has become a true SOCIAL network, where people congregate in a similar manner to that enjoyed in the pub, the local village shop, in a cafe, or at a sporting event. People interacting in a social environment, which means that in more often than not we're not in buying mode.
When I want to buy something or find a particular service, like the majority of people I turn to Google. Have you tried searching in Facebook? Its not easy and through simple experience I know that I will find what I need through Google.
Context and Relevancy
I often talk about relevancy, its something I believe passionately in, but how often do you see irrelevant adverts in Facebook, so why would I click on them. Then when I do see something of interest I'm all too often bounced out of Facebook and off to a website, rather than a Facebook Page or App where I can find out more.
Hold on I'm in Facebook, talk to me on Facebook, not on your website, I'm not ready to buy yet, I want to find out more information.
Creating successful Facebook Advertising Campaigns
What is becoming apparent is that successful Facebook advertising campaigns are not about instant purchases, but are used to attract and build brand advocats, let me feel good about your company or brand. Tell me the stories, let me feel the brand from what is happening on your page.
In my opinion to achieve greater conversion rates there are key ingredients
- Target your audience
- Use relevant imagary and advert copy to attract this audience
- Make sure your Facebook Page or featured post is relevent
- Make sure your Facebook Page is alive
Facebook advertising has great potential for recruiters in the same way as consumer marketing, but to be successful you have to look at using it in a different way to traditional pay per click and you may not achieve huge click through rates, but you will see strong conversion rates.
Let me know what your thoughts and experiences are or drop me a line at david.johnston@4MAT.com or @davidjohnston1 on Twitter.
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