Is Social Advertising a Dead Art?

Written by Ted Dhanik

Social advertising is a good opportunity, one that more businesses are pouring money into by the quarter. The question is whether the ROI is sustainable, making the long-term investment worth it. Facebook’s users have proven unreliable, and driving users from a social media page to a product page can prove difficult. With rising costs and falling returns, Ted Dhanik of engage:BDR asks whether social is worth the time and the money you’re spending on it.

Ad Placement

Facebook was one of the best destinations for those looking for a self-service ad platform. Those days are long gone, and many networks are offering competitive programs to match up to the ones offered by Facebook and Google. The other advantage is that page views come for pennies on the dollar, where Facebook charges a premium for ad space that may or may not be useful to you.

Multiple Ad Types

Facebook used to be the only source for multiple ad types, in addition to premium real estate. Display advertising networks can now place ads anywhere above or below the fold, while text ads can blend with content on the page. Even mobile ads are sized and served without inhibiting the user.

Demographic Targeting

Facebook also offers demographic targeting, one of the first platforms to do so. Unfortunately, Facebook cannot microtarget something. This is important for marketers who want to connect with users that are likely to make a purchase. With Facebook, you can approximate a user’s intent, but you are still competing with other variables for the user’s attention. Banner advertising levels this playing field by pairing you with sites that cater to the users you are trying to reach.

Bio: From 2003-2008, Ted Dhanik was helping Myspace launch into the digital space. With over 15 years of direct marketing experience, Ted Dhanik is poised to help businesses acquire more leads and make a big splash. To find out more about how engage:BDR can help your direct marketing, contact Ted Dhanik.