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The mechanics for AdWords are more complex for sure. But the concepts are much simpler. AdWords: When people search for something, we'll show them your ad, whi

The mechanics for AdWords are more complex for sure. But the concepts are much simpler. AdWords: When people search for something, we'll show them your ad, which they'll click, and then buy something. Facebook: At various times, we'll show people your ad. People will click on it, but the vast, vast majority won't buy. But you've just engaged with them. So you need a fan page and the right kind of content to put on it. If you do this right, you'll build brand loyalty and increase sales in the long run. Did we mention you can use Facebook ads to drive fans to your Facebook page? Conceptually, Facebook is way more complicated, and less easily outsourced. You can hire an AdWords guy, throw money at him, and get results. With Facebook? Not so much. You can try to outsource it, but it's expensive, and everyone will tell you "you're doing it wrong" (because you are), which is becoming a very common theme with Facebook ads. If everyone is "doing it wrong", does "it" really work? When selling AdWords, the most common objection I get is "nobody clicks those links". That is, of course, extremely easy to overcome. When talking about Facebook, the first question is, "what's a fan page, and where are these ads? Can you just do it all for me?" They usually haven't got a clue where to start, and their first instinct is to pass it off to someone else so they don't have to think about it. There's a market opportunity there, but it looks a lot more like traditional media advertisements (low effectiveness, opaque results) than online ads.

km3k 14y ago
This sounds like a problem of the people buying the ads understanding how search works, but not understanding how Facebook works. I think this will work itself out in time. Was this a problem with search advertising when most people didn't understand search? Facebook needs to educate these people if it wants to be more effective, but it seems odd that they should have to. Does this happen in other forms of media? I can't imagine a TV network holding an advertiser's hand as much as some people want Facebook to. Maybe I'm expecting too much of these advertisers, like knowing the medium they plan to advertise on.
- damoncali 14y ago
  Maybe I'm expecting too much of these advertisers, like knowing the medium they plan to advertise on. In my experience, you are. Most just want to pay money and have customers walk though the door. They don't care about marketing, media, or the intricacies of intent, social proof or anything else. AdWords almost works this way. Facebook very much doesn't. The bottom line is that the advertisers don't know or care how it all works. I've witnessed this at tiny mom and pops all the way to Fortune 500 companies. Frankly, I'm shocked that GM noticed that they weren't making money off Facebook ads - that puts them ahead of their peers in a substantial way. You'd be shocked by how much money is wasted - straight up thrown away - by big companies on Facebook.

km3k 14y ago

This sounds like a problem of the people buying the ads understanding how search works, but not understanding how Facebook works. I think this will work itself out in time. Was this a problem with search advertising when most people didn't understand search? Facebook needs to educate these people if it wants to be more effective, but it seems odd that they should have to. Does this happen in other forms of media? I can't imagine a TV network holding an advertiser's hand as much as some people want Facebook to. Maybe I'm expecting too much of these advertisers, like knowing the medium they plan to advertise on.

damoncali 14y ago
Maybe I'm expecting too much of these advertisers, like knowing the medium they plan to advertise on. In my experience, you are. Most just want to pay money and have customers walk though the door. They don't care about marketing, media, or the intricacies of intent, social proof or anything else. AdWords almost works this way. Facebook very much doesn't. The bottom line is that the advertisers don't know or care how it all works. I've witnessed this at tiny mom and pops all the way to Fortune 500 companies. Frankly, I'm shocked that GM noticed that they weren't making money off Facebook ads - that puts them ahead of their peers in a substantial way. You'd be shocked by how much money is wasted - straight up thrown away - by big companies on Facebook.