Facebook has been offering pay per click advertising for some time now. But is it worth it? According to The Challenge Dividend, it’s an utter failure. Well, I’m not going to say it is or isn’t. Instead, I’m going to offer an idea what pay per click advertising should do to succeed. If Facebook isn’t doing that for you then maybe it is a failure:
- It should deliver targeted traffic to your website
- It should deliver targeted traffic at a price that you can afford
- It should return your investment and then some
- You should be able to expect a reasonable CTR based on your targeted demographic
Without targeted traffic, no amount of advertising is worth it. Be sure that, with whatever advertising platform you are using, you can reach your most targeted demographic. Also, be sure that you can reach them for a reasonable price. If you have to pay too much to get traffic to your site and can’t get a return on your investment then it isn’t worth it. A reasonable CTR may be different for a variety of campaigns, but generally it means that you are reaching targeted visitors who are interested in what you have to offer. Converting the visitors into sales is up to you and your website!
