Is There a Problem with Facebook Advertising?


Facebook has received a healthy amount of criticism for its platform’s failure to generate returns on paid advertisements. Part of the problem might be on the brand side, though, with advertisers concentrating too hard on direct-response metrics like conversions instead of long-term awareness and engagement KPIs.

Facebook users are disinclined to spend much time with Facebook ads. According to a May 2012 poll by the Associated Press (AP) and CNBC, 83% of Facebook users in the US hardly ever or never clicked on online ads or sponsored content when using Facebook.

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