{"id":36704,"date":"2011-02-03T02:38:41","date_gmt":"2011-02-03T02:38:41","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=36704"},"modified":"2011-02-03T02:38:41","modified_gmt":"2011-02-03T02:38:41","slug":"facebook-advertising-results-disappoint","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/facebook-advertising-results-disappoint\/","title":{"rendered":"Facebook Advertising Results Disappoint"},"content":{"rendered":"

\"\"Facebook<\/a> is at the top of the list of websites that serve the most ads, but the results businesses are getting from those ads are disappointing.\u00a0 A new report from Webtrends<\/a> reveals that in 2010, the click-through rate for ads on Facebook was just 0.051%, which is down from 0.063% in 2009.<\/p>\n

Fortunately for advertisers, the price of Facebook ads is still low relative to other online advertising opportunities.\u00a0 In 2010, Facebook CPMs had risen to $0.25 from $0.17 in 2009 when click-through rates were slightly better.<\/p>\n

The Webtrends study also reported that only two ad categories performed above the 0.1% click-through rate in 2010 — tabloids and blogs at 0.165% and media and entertainment at 0.154%.\u00a0 Coming in last was the health care ad category with a click-through rate of 0.011% and a cost-per-click that averaged $1.27.<\/p>\n

Considering that eMarketer<\/a> has estimated that advertising on Facebook in 2011 will reach $2.19 billion in the United States and $4.05 billion globally, advertisers don’t seem to be overly concerned with the lackluster click-through rates.<\/p>\n

Keep in mind, these statistics are about advertising<\/em> on Facebook (i.e., those ads that appear on the right side of your screen when you’re logged into your Facebook account), not social media marketing and content marketing via Facebook profiles, pages, groups, and other activities.<\/p>\n

I spoke at a conference about branding and social media to an audience of small business owners recently, and during that conference, I had the opportunity to speak with author and Google AdWords expert Perry Marshall<\/a> about the difference between Google AdWords advertising for businesses of all sizes and Facebook advertising.\u00a0 He made an interesting analogy that summed it up quite well.\u00a0 Perry said that Google AdWords is like the Yellow Pages and Facebook is like the neighborhood coffee shop.\u00a0 If advertisers look at the audiences for both Google AdWords and Facebook as well as the behaviors and demographics related to usage and expectations, they’d have better success at placing and creating ads to boost return on investment.<\/p>\n

Perry’s company offers a handy quiz on IsFacebookForMe.com<\/a> that helps brands evaluate their business, customers, and competition to determine if Facebook is an effective place to advertise.\u00a0 Take the quiz and see what it tells you about your brand.\u00a0 It might help you strategize how Facebook advertising should (or should not) fit into your overall marketing plan.<\/p>\n

Image: stock.xchng<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Facebook is at the top of the list of websites that serve the most ads, but the results businesses are getting from those ads are disappointing.\u00a0 A new report from Webtrends reveals that in 2010, the click-through rate for ads on Facebook was just 0.051%, which is down from 0.063% in 2009. Fortunately for advertisers, […]<\/p>\n","protected":false},"author":4,"featured_media":36706,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[95],"tags":[6309,6864,6865,6862,6863],"class_list":{"0":"post-36704","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-brand","8":"tag-facebook-advertising","9":"tag-facebook-advertising-costs","10":"tag-facebook-advertising-statistics","11":"tag-facebook-brand-advertising","12":"tag-facebook-pay-per-click-advertising","13":"entry"},"yoast_head":"\nFacebook Advertising Results Disappoint<\/title>\n<meta name=\"description\" content=\"Facebook ads deliver abysmal clickthrough rates. 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