Over the past month or so there have been conflicting reports on whether advertising on Facebook is worthwhile.
The catalyst for the confusion appears to be General Motors. In May, the company pulled its $10 million advertising campaign, stating that the ads were simply “not effective.”
Although it appears that the two companies have since made up — according to The Wall Street Journal, GM is willing to reconsider if it sees an improved ROI — a new study revealed that nearly three-quarters of advertisers are focused on the “rest of the web,” not Facebook.
According to the marketing platform 33Across, that’s a 23 percent jump from just three months ago. Even worse, when asked if they were planning to change their Facebook ad spend, five times as many advertisers said they planned to decrease it.
In March, only 58 percent said the rest of the web had most of their attention. However, in June, that number jumped to 71 percent. Granted there’s been a lot of back and forth in those three months, but that’s a pretty significant increase.
An earlier study performed by AdAge found that advertising on the social network isn’t a top priority for many marketers, and Facebook is to blame. Participants in the survey cited “inferior” customer support and the lack of helpful analytics as the reason why they’re not rushing to secure ads.
The challenge for marketers and advertisers is whether or not you’ll let these reports influence you. While it’s important to get all of the facts, the only way you’ll truly know how Facebook ads will affect your brand is by testing them. However, it’s wise not to put all of your eggs into one basket. Facebook may or may not be a key hit for advertising, but that doesn’t mean you should ignore the rest of the Internet either.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.