Yet many Dutch advertisers complain that Facebook is an expensive advertising medium. This has two causes. Firstly, they often attach the wrong KPIs to the medium and secondly, as previously indicated, they do not use all the options that Facebook advertising has to offer.
Facebook advertising may seem easy at first glance, but if you don't use it properly, it is indeed expensive. (This applies to all media, by the way.) Facebook advertising is about strategy, testing, (big data) analysis, qualitative research and technology. You can't get away with a spray and pray strategy. This requires an almost scientific approach.
There is a clear parallel with Google Adwords : anyone can set up an Adwords campaign, but to get better results from it continuously is a different story. The big difference is that incompetence on Google is pretty invisible, while on Facebook it is very visible (unfortunately).
Advertisers who do not invest in optimizing their Facebook campaigns will get (too) little ROI from Facebook and will ignore the platform. Others will further professionalize. This will make incompetent advertising disappear into the background and relevance will increase.
And the best news today is that Facebook is going to give a helping hand to every advertiser who invests in creativity.
Facebook is becoming increasingly visual. Visuals are getting bigger. The accompanying copy of the post is placed over the visual (which is why it better be short!) And a post may not consist of more than 20% text to be promoted. All developments that increase the importance of images.
Images-with-Text-in-the-New-Facebook-News-Feed
In addition to the increased importance of the visual romania phone data aspect, the limitation of viral and organic reach on Facebook has made it necessary for advertisers to attach more importance to creative quality on Facebook. And I don't mean the one-off viral post but structural quality. I would like to illustrate this with the following practical example:
At the end of 2012, the viral and organic reach of the posts we develop for our advertisers appeared to be under pressure. We suddenly reached far fewer consumers with the same quality of content. Very good posts achieved a small percentage of extra viral reach through interaction, but because the initial reach was too small, the net viral reach was also too small. This caused the Edgerank to drop and a downward reach spiral was created.
It turned out not to be an incident but structural. And because the KPIs of many of our customers start with reach, we had to intervene.
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