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That's the essence of search vs. display advertising. You're right that the user's mindset is totally different when searching vs browsing but I think your conc
by lopatin 10y ago
That's the essence of search vs. display advertising. You're right that the user's mindset is totally different when searching vs browsing but I think your conclusion about display ads not being worth it for direct online sales is wrong. People make money selling goods and services through FB ads. And many people are profitable with this (in the classical sense of "ROI"). Perhaps you're in a market where you found yourself bidding against people who don't measure direct monetary returns, and yes this is much more prevelant in display as opposed to search, but it's not that polarized in general. Your click through rate and conversion rate will be lower. Your cost-per-click will also be lower. Display works for direct advertising in many industries as long as you know how to target your market's interests.
Also fwiw I haven't seen the term "ROI" being used to describe non-monetary returns (clicks, likes, etc...), is that common now?
- downandout 10y agoRe: ROI, I was just generally referring to the fact that many advertisers, large and small, deploy campaigns with the goal of gaining likes/shares etc. Brand advertisers count ROI this way, along with small businesses that have no other way to measure ROI other than with metrics such as likes, shares, and follows. BTW, I am not the only person that feels this way about Facebook ads. I can't find the link atm but a study I read a year or so ago indicated that less than 6℅ of FB advertisers are showing a positive (cash) ROI.