Some months back I reviewed FaceBook’s sponsored listings  and found the Click through rate to be very poor. Since then I have tried with a much larger brand and had an even more disastrous CTR. Today I think I found out at least one reason why.

I was going through Facebook and was clicking around. Just as I clicked, I noticed an advert saying “let’s play chess…” but by then I had clicked somewhere else. The advert that replaced the chess one was totally different. I WANTED to get to the chess advert. I started searching… but no joy. Someone had an advert targeted at me and it passed me by before I could click. It might be that I see it again, but there is a problem with the algorithm that dispalys the adverts. FaceBook should try having the advert display for about 5 pages before rotating, to ensure it gets into the “head” of the Facebook user if they really want people to start clicking.

Until they do that, or find other solutions, we are finding unacceptably low click through Rates. Mind you – since I am paying on a CPC I don’t care… but Facebook needs to fix that to generate income.

Dixon Jones

An award-winning Search and Internet Marketer. Search Personality of the year Lifetime achievement award Outstanding technology individual of the year International public speaker for 20 years in the field of SEO and Internet Marketing, including: Pubcon; Search Engine Strategies (SMX); Brighton SEO; Ungagged; Search Leeds; State of Search; RIMC and many more.


Jason · 4th February 2008 at 8:39 pm

Hey Dixon

I think you’ve certainly hit one nail on the head, it has also happened to me on quite a few occasions too.

Another ‘nail’ could be ad placement, I would guess that some if not all of the ad appears below the fold for a lot of viewers.

mayhemuk · 6th February 2008 at 8:06 pm

You’d think they have enough page impressions to do A:B usability testing a bit quicker eh? 🙂

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