3 ms·
The difference is the last mile. Google's ads target someone looking for something (which is much more likely to result in a sale) whereas facebook's ads target
by smokinn 17y ago
The difference is the last mile. Google's ads target someone looking for something (which is much more likely to result in a sale) whereas facebook's ads target someone looking to check out his friend's pics from last night's party or the profile of a girl he met recently.
Vastly different contexts.
Maybe, in the future, facebook will be able to change this, but it's doubtful. At least not on the facebook.com property. There's a very good reason why social network CPMs are consistently the lowest in the entire industry.
- dejb 17y ago> There's a very good reason why social network CPMs are consistently the lowest in the entire industry. That's the whole point of the article in my view - Facebook is looking for ways to increase that CPM. If they can do that then they would stand a chance of 'taking over the web'. Yes they probably would have find a way to 'target someone looking for something'. I would estimate that the average user of Facebook is more naive and influence-able in their purchasing than the average Google user which could be a useful advantage.