Russell Allert said
12 months ago: Facebook has introduced some new changes to their ad and sponsored stories.
Cosmetically, they have changed the interface a little, but more importantly they have introduced “Objective”
I have written a little about it on my blog but basically Facebook wants you to focus more on your objectives.
They are doing this in two ways:
- Forcing people to think about what they want to do with their ad;
- Increasing ad clicks by targeting people more likely to click
It’s this last reason that worries me.
Depending on what you select, Facebook will show your ad to the people most likely to take the action you selected.
So, if you goal is to get Page likes, then Facebook will show your ad to people more likely to Like pages.
In my mind however, this is a double-edged sword, at best.
Facebook will be showing your ad to people who are more likely to engage in it, but isn’t the idea of an ad to get people who are less likely to notice your product or brand to notice it? Well, at least sometimes it is.
If you are just serving ads up to people who are more inclined to interact with it, then you are cutting out a very large section of your potential audience.
What do you think?
