Submitted by: Petersf Moore
It would seem a no-brainer that the world’s so-called “third largest country” would be a prime advertising medium, but that’s not necessarily the case. While Facebook may boast over 400 million users and have produced a projected $4 billion in advertising dollars for 2010, that doesn’t mean it’s necessarily the advertising gold mine it so obviously seems on the surface to be.
After you’re done website building, next comes the ongoing task of website marketing, and to do that effectively-and not wastefully-you’ll need to dig a little deeper to find the truth of which online advertising sources deliver the best bang for the buck.
Ads On Facebook Vs. Google Search
Before making his well-publicized departure from the company, Google’s ex-CEO Eric Schmidt wrote off Facebook as an ignorable competitor in the online advertising game. His argument? They’re not search ads. In other words, Schmidt is saying that because the ads on Facebook aren’t derived from a user’s searches, they provide less immediate relevance to the viewer than the ads that appear alongside Google Search Results.
Of course, the counterargument to that could be that ads on Facebook are distributed based on a user’s Likes and their other Facebook activity, including-perhaps most notably-the recommendations of their Friends, said to triple a Facebook ad’s effective durability. Still, it’s hard to argue that an ad appearing in direct, real-time response to a specific search is more relevant (or at least timely) to the viewer than one based on their overall profile.
Costs More, Less Effective
According to social media news source Mashable, Facebook ads increased in cost from 2009 to 2010 but decreased in effectiveness. The Webtrends survey from which they gleaned this data, which examined over 11,000 ads on Facebook, also found that Facebook advertising produced about half the click-through rates of traditional banner ads.
For Which Demographics Are Facebook Ads Most Effective?
The same Webtrends survey found that the older the viewer, the higher the click-throughs, although with a noticeable drop-off after age 65. This means that, provided your target market is not senior citizens, the older the audience, the more likely that advertising to them on Facebook will deliver.
Interestingly, the survey found no difference in the click-through response of men and women.
For Which Industries Does Facebook Advertising Deliver?
It should come as little surprise to learn that the most effective ads on Facebook were the ones for products and services considered “fun”, including entertainment, media and blogging. The least popular campaigns on Facebook were for “drier” industries like computer software and health care.
Using This Information To Choose A Website Make
Many of the website maker services online offer free Google and Yahoo search advertising integration, and many more website builder services offer free credits for search advertising on those engines. Nowadays, you’ll also find quite a few website creator services offering Facebook advertising features as well. The question is, is Facebook advertising support a feature worth seeking out in website building software or no?
A website builder that integrates Facebook advertising functionality is certainly a boon to a site, but for comprehensive support with a well-rounded online marketing plan that delivers you the best chances of getting the highest click-through rates on a consistent basis, a website creator that incorporates a full selection of all the standard online advertising options-including Google AdWords and traditional display and banner ads-is best. At least for now it seems unwise to eschew any one form in favor of the other.
About the Author: Pete Moore is Co-Founder of award winning website builder,