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Do Facebook Ads Actually Work?

In Internet Marketing circles I am constantly hearing both sides go back and forth about if Facebook ads really work.  Most of the time it is from people looking for a way to make money online and trying to decide whether or not to try free SEO traffic vs. paid traffic tactics.

Other times it is actual top level marketers that are so use to the way that they are making money now that they don’t understand how to make money with social media traffic.  Many of the people that say that you can’t make money with social media sites such as Facebook don’t really understand the dynamics of this type of traffic.

I know a marketer, who shall remain nameless, that kills it each and every month with Google Display Network traffic.  He is so good at what he does that he can consistently get 1 cent clicks right from the very beginning of a new campaign!  But when he tried to use his vast knowledge and experience with the Facebook ad platform he totally bombed.  So from that point he proclaimed that Facebook traffic doesn’t convert.

Now the flipside of the coin is that I know another marketer, who will also remain nameless, that did the very same thing.  He too came from the Google Adwords arena and bombed on his first attempts at Facebook traffic.  But this second guy couldn’t sleep with the fact that he had failed at something that he should be able to master.  So he worked day and night until he found the answer.

What the first guy was doing wrong was that he was trying to monetize social media traffic in the same manner that he would with search engine traffic but they are two very different beasts.  When people are on sites like Facebook they aren’t necessarily searching for anything, they are there to socialize.  When people go to a search engine or to a website in search of information on a specific topic, they are in search mode.  They are two very different functions of the brain.

The second marketer figured out that you have to market more social media to people hanging out on a social media site.  This is the critical piece of the puzzle that turned everything around.  When he started doing this, not only did he begin to make thousands of dollars in promotions through social media but he spent as little as .002 cents per click!  Again, that’s two tenths of a cent for traffic.  Killer strategies exist if you are willing to test, test and test some more…

What do you think?  Do you think Facebook ads actually work?  Leave a comment.

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Wednesday, March 2nd, 2011 Social Media Marketing

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