Facebook Ads and Metrics: New Research for Marketers

Facebook Ads and Metrics: New Research for Marketers

Wondering if Facebook is still a relevant platform for marketing?

Interested in how your colleagues and peers will use Facebook in the coming year?

In this article, you’ll discover new insights that show where Facebook marketers are focusing their attention and how you can best take advantage of ads on the platform.


#1: Facebook Advertising Spend Will Increase

According to Social Media Examiner’s 2017 Social Media Marketing Industry Report, 94% of the 5,700+ marketers surveyed use Facebook for marketing, up from 93% a year ago. Furthermore, 62% of the respondents said that Facebook is their most important marketing platform.


#2: Marketers Continue to Question Facebook Metrics

A combined 42% of our survey respondents reported that their Facebook marketing activities are effective, down from 46% just a year ago. On the other hand, 58% say that their Facebook marketing initiatives aren’t effective or they don’t know. Measuring ROI has always been a sore spot for social media marketers, but is this inability to measure results solely to blame for the perceived decrease in effectiveness?


#3: Varied Ad Formats Combat News Feed Ad Fatigue

News feed ad fatigue is a real thing, and in a way, Facebook is recognizing this by admitting they’re running out of places to put ads in people’s news feeds. When consumers see too many ads too many times, click-through rates plummet. Throw in the fact that some brands don’t rotate their ads for variety, and you have an increasingly frustrating user experience.

Read the full article on the SocoialMediaExaminer website.