Well, simple click-through rates were the starting point of engagement, and there was much fall-off there. Conversion rates, once on our site, were effectively constant across channels.
I think it's a sheer problem of visibility and intentionality while people are on FB.
Facebook can actually be a pretty effective tool for building awareness and peaking initial interest...
I'm not sure about this, or at least from a cost-benefit perspective. I think FB ads are much more likely to be completely ignored, so you need many more impressions to build that awareness. And, you know, it's not a pure CPC model, so you're paying even when people aren't engaging.
I think the ads simply drown in the content that people are actually there to consume. FB tacitly acknowledged the issue by attempting to make its ad format more prominent and news feed ads certainly help, however, our experience has been that people are still more likely to ignore (or at least not engage with) a FB ad vs. a search result ad.
Comments
Well, simple click-through rates were the starting point of engagement, and there was much fall-off there. Conversion rates, once on our site, were effectively constant across channels.
I think it's a sheer problem of visibility and intentionality while people are on FB.
I'm not sure about this, or at least from a cost-benefit perspective. I think FB ads are much more likely to be completely ignored, so you need many more impressions to build that awareness. And, you know, it's not a pure CPC model, so you're paying even when people aren't engaging.
I think the ads simply drown in the content that people are actually there to consume. FB tacitly acknowledged the issue by attempting to make its ad format more prominent and news feed ads certainly help, however, our experience has been that people are still more likely to ignore (or at least not engage with) a FB ad vs. a search result ad.