Facebook Tells Advertisers That Clicks Don't Matter - Page 2
Measuring effectiveness through click through rate has become the de facto standard due to the success of Google Adwords. Adwords advertising is compelling for retailers because it allows them to catch shoppers at the moment of interest in their product, and therefore the click through becomes a goal in itself.
Such relevance is not available on Facebook, which has led the network to trumpet its supposed brand building qualities instead of its tangible path to your shopping basket.
According to Smallwood, marketers can increase the return on investment from their ads by 40 percent by focusing on an ad's so-called frequency. Instead of one Facebook user seeing an ad 100 times and another user seeing the ad only twice, for example, Facebook says it will soon offer advertisers' insight on the ideal number of ad impressions for a particular campaign.
"Using the Datalogix tool, we'll able to understand what that sweet spot is," Smallwood said, adding that Facebook will then control how often each user sees the ad.
Will it be enough to convert advertisers to the Facebook gospel? For me the jury is still very much out on that one.