Gauging a User’s Reaction to Your Ads
This article was written by Ted Dhanik
A skilled advertiser understands the need to anticipate user intent when broadcasting banner advertising on the Web. A proper understanding of what users want to see will lead to higher conversions, and push your ROI high above the average for the offer. Ted Dhanik, CEO of engage:BDR, argues that the time of social media dominance in demographic targeting may not be sustainable in a new article on Adotas.
Algorithmic Advertising
Facebook uses an algorithm, like Google, to determine where your ad is shown and the frequency. Other ad networks give you more control over time of day and placement. Facebook was once the only source for interest targeting, now other ad networks give you more freedom over demographics and other parameters. You’re bidding for position, and nailing prime real estate far more frequently on other ad networks, which helps level the playing field for you.
Limited Data
Facebook’s data is also limited in scope, providing more metrics on how engaging your content is versus how well your ads are reaching people. Facebook doesn’t collect the kind of user data that you’re able to target for on display advertising networks. Webmasters understand a lot about their audience, down to the kinds of cars they own or the size of their homes. That micro targeting is far more effective than Facebook’s user generated targeting. It’s also more reliable.
User Intent
A blog or a Web page usually has a specific intent, like providing a news source or information about something. Facebook users could be doing anything, and that’s hard to target to. So while demographic targeting looks attractive, it fails to take into account the variables in user behavior that exist on the network itself.
Bio: Ted Dhanik is a direct marketing guru with over 15 years of experience. Ted Dhanik has experience building big brands like MySpace. As the CEO of engage:BDR, Ted Dhanik helps businesses acquire more leads through digital marketing.