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Also, the reason some advertisers don't have success on the network is because they're not using Facebook ads correctly. This is really an education problem on

Also, the reason some advertisers don't have success on the network is because they're not using Facebook ads correctly. This is really an education problem on our part. Facebook excels at "brand advertising" while Google excels at converting leads into sales. Think infomercial ad vs superbowl ad. Pepsi is not trying to sell you a soda during the superbowl. They want to sell you on a lifestyle choice: the idea that you should be drinking Pepsi instead of Coke. Those are the kind of ads that work well on Facebook.

whopa 16y ago
Brand advertising efficacy is notoriously hard to measure. Where does the data come from to support the notion that FB excels at it?
- jraines 16y ago
  Right. The germane thing about the superbowl ad is that you can't put an accurate value on ROI. I've seen a ton of ads for Snorg tees (for example), and while, yes, that has created brand awareness in my head it's not worth anything until I buy a t-shirt. I think because people are measuring CPC/Ms, conversions, and basically using this as a lead generating tool, they should be trying to work on that aspect of it.