The Herald Banner, Greenville, TX

Community News Network

March 20, 2013

Slate: Facebook is making you buy things

(Continued)

PALO ALTO, Calif. —

These general insights make a strong case for Facebook ads. First, according to the study, Facebook ads work. "Of the first 60 campaigns we looked at, 70 percent had a 3X or better return-on-investment — that means that 70 percent of advertisers got back three times as many dollars in purchases as they spent on ads," says Sean Bruich, Facebook's head of measurement platforms and standards. What's more, half of the campaigns showed a 5X return — advertisers got back five times what they spent on Facebook ads.

But the most interesting finding was the total lack of correlation between purchases and clicks. "On average, if you look at people who saw an ad on Facebook and later bought a product, [fewer than] 1 percent had clicked on the ad," Bruich says. In other words, the click doesn't matter; people who click on ads aren't necessarily buying, and people who are buying are almost certainly not clicking.

As Facebook's measurement systems improve, you might even see better ads — one of the eventual goals the system, Bruich says, is to figure out what kinds of ads appeal to what kinds of users, so over time you'll be presented with ads that are less likely to annoy you. And if, as you insist, ads really don't work on you — that you never buy things because of marketing you see on Facebook — it's theoretically possible that Facebook's system would be able to figure that out, too, and maybe the site won't show you any messages.

But that's unlikely. You may not love the ads you see — and you'll still never click on them. But unbeknownst to you, Facebook ads still work on you. Resistance is futile.

Manjoo is Slate's technology reporter and the author of "True Enough: Learning to Live in a Post-Fact Society." Twitter: @fmanjoo

Text Only
Community News Network
Featured Ads
Promotions
Poll

What's been the primary cause of the Texas Rangers' poor first half of the 2014 baseball season?

Too many injuries
The loss of Nolan Ryan in the front office
Questionable decisions by general manager Jon Daniels
On-field decisions by manager Ron Washington
Key players just aren't producing
All of the above
     View Results
Facebook
Must Read
Photos


See more photos and purchase prints here.

AP Video
Judge Ponders Overturning Colo. Gay Marriage Ban Airlines Halt Travel to Israel Amid Violence NYPD Chief Calls for 'use of Force' Retraining VA Nominee McDonald Goes Before Congress Bush: Don't Worry, Sugarland Isn't Breaking Up US Official: Most Migrant Children to Be Removed Police Probing Brooklyn Bridge Flag Switch CDC Head Concerned About a Post-antibiotic Era Raw: First Lady Says `Drink Up' More Water Courts Conflicted Over Healthcare Law Holder Urges Bipartisanship on Immigration Raw: Truck, Train Crash Leads to Fireball US Airlines Cancel Israel Flights Obama Signs Workforce Training Law Crash Victims' Remains Reach Ukraine-held City Diplomatic Push Intensifies to End War in Gaza Cat Fans Lap Up Feline Film Festival Michigan Plant's Goal: Flower and Die Veteran Creates Job During High Unemployment
Hyperlocal Search
Premier Guide
Find a business

Walking Fingers
Maps, Menus, Store hours, Coupons, and more...
Premier Guide