Facebook is the website du jour, but in Reach Students’ experience it delivers appalling ad clickthroughs.
We’ve run four targeted campaigns this year using its flyer ads, and each time the results have been disappointing.
Our most recent campaign saw 1.4 million page impressions delivered at specific universities – and only a 0.04% clickthrough rate. Ouch.
When we first experienced poor results earlier this year we looked carefully at creative and planning. Further experimentation saw a variety of quite different offers and creative approaches. What kept us going was the fact that others had anecdotally mentioned good returns from Facebook ads.
It remains a mystery to me why such perfectly targeted ads with highly relevant messages perform so badly on Facebook compared to other sites – often sites where the targeting is less precise. source
Complains one media buyer who spent heavily on a range of blog and social properties: “Facebook was consistently the worst performing site on just about every campaign we ever ran with them.” via