Marketers: The Problem With Your Facebook Ads Is You
Facebook is an easy target for disgruntled marketers who want to complain about users seeing irrelevant ads. The truth of the matter is that if an advertiser is running ads that are being shown to the wrong users, it’s on them, not Facebook. The social network arms advertisers with plenty of targeting options and data, according to Ben Harper of Zazzle Media, writing for AllFacebook.
“The fundamental problem that Facebook has right now, in my opinion, is a lack of education on our side as agencies and brands. Facebook has given us the tools to acquire new fans, engage users, create brand advocates, and generate conversions, with the caveat that we have to be sophisticated in our approach to social media advertising to make it work.”
Harper calls marketers to make full use of Facebook’s targeting options and tells them not to be hesitant to experiment. He also urges marketers to combine targeting options. Big agencies or brands should consider outsourcing their social advertising needs or investing in a specialist.
Facebook’s new partner categories are yet another tool advertisers can use to refine the targeting for their ads on the social network.
General Motors, which stopped running ads on Facebook in May, has decided to give the social network another try with a campaign for Chevrolet. The company originally decided to take their dollars out of Facebook after it noted insufficient return on their $10 million annual investment. The social network convinced GM to give its ads another try, though it’s unclear if the company will promote posts in users’ news feeds.
