Think of Facebook Ads like TV

September, 2011


For the longest time I didn’t think too much about Facebook Ads. It doesn’t take much to realize that they have amazing reach, but I had heard some discouraging numbers (and continue to hear actually) and didn’t think they were too relevant to B2B – which is often my concern.

Granted, CPC advertising isn’t what I do everyday, but I try to keep my head in the advertising game since it’s central to the products I build – and it helps keep Argyle going.

Recently I had a few minutes to ponder FB ads, and realized that they make perfect sense if you think about them like ads on TV. Here’s a quick run-down on why they are similar:

  • The ads have little to do with the medium
  • The audience is often passively engaged in the subject content
  • The ads see little direct interaction (hence the discouraging numbers)

And here is why those are good things:

  • The ads can be relevant to the viewers interests – FB targeting is fantastic
  • The audience often doesn’t have a real purpose, so they can be distracted by ads more easily
  • Lower interaction – yes, but awareness is valuable. That’s hard to measure, but most likely occuring

So even though I have heard a number of anecdotal stories of low performance campaigns for FB ads, I think the targeting and audience that it has is compelling. As a tool to bring awareness to a very specific audience when their mind isn’t busy working too hard on other things, it excels.

I’m a convert, Facebook is definitely a powerhouse mass media advertising platform, and I want to be there more than ever.