In the fledgling days of display advertising, when a marketer wanted a specific placement on a site, he had only a handfull of options. Social media offered the chance to appeal to users by interest, while platforms like Google offered the volume marketers were looking for. Improvements to both of these systems have kept them viable, but the advertising industry has kept up. Going outside these systems may benefit your bottom line, according to Ted Dhanik of engage:BDR.
The first red flag for businesses with ad dollars is quality of traffic. Facebook provides extensive metrics to help you discover the engagement levels of the posts you make, and the possible shares your post can get. They do not provide you metrics on other elements your ad competed against, like the news feed or a user’s messaging. These other factors make the audience unreliable.
Banner advertising relies on targeting and intent to get the message across. Shifting your focus to a site where user intent is well-defined will improve your ROI.
Facebook provides a good service to advertisers looking for a place that offers good on-page placement in a niche that is relevant to their audience. They are no longer the only platform allowing this level of targeting, and that’s caused businesses to shift spending elsewhere.
The platforms also come with lower costs for the same amount of traffic. The difference is that you’re going through individual websites instead of one “catch-all” platform. Lowering the cost per click or per view will have positive effects on your ROI.