Survey: Facebook Ads Purchased Mainly For Awareness, Not Leads
A recent AdAge survey posed the question – “What do you use Facebook ads for?” The answer was most certainly not to generate sales leads; an answer that came in next to last place. The most common answer was to build awareness and brand sentiment, and answer which gathered a whopping 45.7% of the first place votes. The second place response was to drive traffic to a website with “like generation” as the third place answer.
Facebook advertising is unique in the fact that it is so versatile. From sending traffic to lead gen to likes and awareness. Some of the answers did overlap a bit. For example, building fans or likes could be seen as a similar outcome to staying in touch with customers.
The fact that leads and likes weren’t higher up was somewhat surprising. It also should be noted that all respondents were visitors of the AdAge website and may well be skewed towards a more agency focused crowd than typical internet marketers.