This is an old 2010 post, before FB advertising as we know it now migrated to the Newsfeed. This post is all about the Right Hand column ‘thumbnail’ ads, and is still relevant to those ads …
You know me, I’m all about the ‘polarity response’ so here goes …
Have you noticed the legion of ‘make money on FaceBook’ products being thown at you at the moment? Dozens of video courses etc all telling you how to put ads for Clickbank offers on FaceBook, and make thousand$ every month?
The creators of some of these courses get all their pals to ‘launch’ the product, they sell maybe 1500 units @ say $97 in one push, and therefore next month they have a cheque from Clickbank for, err, $150,000 to wave in your face …
“Look how smart I am, look how much money i make from Clickbank, I’ve got the secrets the Gurus dont want you to know etc etc blah blah bollox”
Guess what, they absoloutly did not make that money palcing ads on FaceBook, and sending those clicks to either CPA (Cost Per Action) offers, or Clickbank products
Facebook –> CPA doesn’t work because the numbers dont stack up. Sure, they get $5,000 cheques every month from the network, but it costs them $4900 in adclicks to get it.
Facebook –> Clickbank doesn’t work well for TWO very good reasons.
The first is the SAME reason Amazon is growing like a weed, by the way …
Think about the mindset of Amazon users & the context of its use. No one ‘surfs’ Amazon. No one ‘browses’ it for entertainment. No, you – me – everyone visits Amazon …
- We have already decided to buy a product
- We are now just looking for a vendor to supply what we have already decided to buy
This means, people looking on Amazon have whats known as an exceedingly high commercial intent.
They are there to ‘buy’ something, no other reason
Facebook is the polar opposite. People go on FB to do anything but buy. They are there to ‘nosey’ – NOT to buy stuff.
As an ‘audience’ they have an exceedingly LOW commercial intent
Sure, if your FB ad is well targeted it will get the clicks. No doubt about it. My FB ads have gotten hundreds of clicks within hours sometimes, but guess what … they dont buy in great numbers, because the CONTEXT is all wrong. Like people coming up to you on the beach, or pitching you an MLM deal at a party. GO AWAY!
Second reason direct selling using FB ads (as opposed to community building or two step or opt in) is not a good strategy is to do with the way the ads are ‘found’ by the audience.
FB vs. Google Ads.
With Google Ads (AdWords) you find the ad (as a result of a keyword search). With FB ads, the ad finds you!
This means, your Google ad could be seen by legions of different searchers every day. Your FB ad however will be seen by the same (targeted) person every day.
So let me ask you … even if your ad is perfectly targeted to the user (you have a golf offer only appear on profile pages of people who have listed Golf as one of their interests) because its ‘for them’ YES they will click it.
After visiting your offer (or a clickbank product salespage) not only will they not buy in large numbers (because of reason #1 above) but they will never click that ad link again – why would they – they know where it leads!
So, not only is the context entirely wrong for direct marketing ads, but the ad will be ‘spent’ within weeks at best, usually days, once everyone in the target audience had clicked or dismissed it!
IN MY EXPERIENCE Facebook ads dont convert well for most people, and have a relatively short life
Someone needed to say that, by the way.
Are there exceptions? Always. There are some very very smart Professional Social Media Marketers out there who work miracles for their clients, but they prove the rule by being exceptions. Most regular businesses struggle to make it work. Ads to do with holidays, credit cards & local vouchers do well, as might special interest DVDs (until all the target audience has seen the ad). So save your money unless the FB info product is about building communities & lists, NOT about selling stuff ‘off the page’ … or hire a Pro (Put the cook in the kitchen)
Just to be clear, Im NOT talking about FB Fanpage community, list & relationship building which may THEN lead to a sale further down the pipe here. Those things work & work quite well. I’m talking about 22 year old spivs banging out ‘how to make a fortune sending FB users to clickbank’ video products and other such bullshit
Your comments, please …