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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

by 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.