So-called â€œclick-through ratesâ€ â€“ the proportion of times a user clicks on an ad to get their browser to go to another site â€“ are notoriously low on Facebook: roughly 0.035 per cent in the U.S., according to research provided by the digital marketing agency Resolution Media. (By some estimates, Googleâ€™s click-through rate on ads is about 10 times greater.)
â€œFinding ROI [return-on-investment] on Facebook is a bit tricky,â€ agreed Mr. Bandurski.
Until now, Facebook has served up advertising only to people who â€œLikeâ€ a particular brand, or to friends of those users. But this week it began experimenting with ads that pop up in usersâ€™ Facebook feeds â€“ even if they havenâ€™t agreed to accept messages from that advertiser.
The practice is likely to upset not just the networkâ€™s users, but some of the companies that have invested heavily in getting people to â€œLikeâ€ them so they can send out their marketing messages.
It makes sense. When I am on Google I am looking for something. When you are using Facebook, you are looking for friends which is why I have always wondered why brands advertised there.