Joseph Perla writes that Facebook ads don’t work because it’s the wrong platform for advertising
People go to Facebook to interact with their friends. It is fundamentally different from the ad platform that is Google. People go to Google to find something they need, possibly ready to buy, which a good percentage of the time can in fact be solved by someone’s ad. Facebook ads, on the other hand, annoy users. They yield no real value, and thus no profits.
But, then, how is Facebook so profitable? Are they lying? No. They are growing. More and more people sign up to Facebook, and more and more businesses hear about how many people are on Facebook. It seems like a huge opportunity. TV shows and award-winning movies are made about Facebook.
Because of Facebook’s presumed success, many small, medium, and large businesses individually and in turn experiment with Facebook ads. They spend hundreds or thousands or more on Facebook ads. At the end of the first run, they see bad ROIs. They tweak the ads and spend more money and try again. Nothing. So they stop, understanding that Facebook ads are worthless. Almost everyone I’ve talked to who has actually bought Facebook ads knows this. But, not everyone has bought Facebook ads yet. There are still more and more new businesses finding out about Facebook ads. As they grow, even more businesses give their money to experiment in destined failure.