2011 - The Year of Facebook?
A year ago, advertisers running ads on Facebook expressed the following results: low CPMs, atrocious click-through rates (CTRs), and virtually no conversion rates.
Now, one year later, Facebook has reached the tipping point in the second half of 2010.
Impressive Facebook Advertising Results
Recently a campaign was run for (Intel) on paid search and on Facebook. The campaign was designed to drive visitors to a specific landing page designed specifically for the campaign.
The campaign was run in seven countries: Argentina, Indonesia, Malaysia, Mexico, Philippines, Thailand, and the U.S.
100 times the impressions were delivered on Facebook as delivered through paid search on Google, Yahoo, and Bing. The CTRs were still a two-order of magnitude below the search CTRs - essentially, for the same £1, the same number of clicks were delivered. We haven't seen this before.
However one does have to wonder, Facebook is perfect for brand awareness, as would be any search campaign with generic keywords. This is to be expected, especially with the growing number of Facebook users.
Even with the recent Intel campaign, Facebook still has very general targeted paid campaigns and Google, Yahoo and Bing have proved with specific keyword matches we can tailored this to provide far higher ROI.
Maybe Facebook has a way to go yet to ensure all paid campaigns provide the same ROI as we would expect from Google, Yahoo and Bing?
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