44% would never click on Facebook sponsored ads, while 30% 'strongly distrust' the social networking site with their personal data, research from Greenlight has found.
The digital marketing agency’s Search & Social Survey asked 500 how they engage with online advertising, search engines, and social networks, and discovered that Facebook ranked as the third most popular website, after Google and YouTube.
It was also discovered that only 3% said they click on Facebook ads ‘regularly’ and 10% click on them ‘often’.
Hannah Kimuyu, director of paid media at Greenlight, said: “Facebook's popularity doesn't come as a surprise. However, with over 30% of respondents saying they 'strongly distrust' Facebook with their personal data, Facebook's advertising programme has an upward struggle.
“Facebook's advertising programme allows brands to connect with more than 800 million potential customers, through targeting their age, gender, location and interests, in other words - personal data.
“Pulling this study back to Greenlight's client base, we have seen similar performance levels, especially with retail getting more from Facebook. On average a CTR of 0.5% - 0.8% is considered positive, however retail brands typically achieve 0.8% - 1.0%.
“When running both the traditional ad format alongside a sponsored story format, we tend to see at least a 30% increase in conversion rates, again with retail leading across the sectors.
“Although 44% say they would 'never' click on advertisements or sponsored listings in Facebook, it is interesting to see that those who do find the targeting effective and engaging. Moreover, given the positive growth figures, we at Greenlight predict that more of us will be advertising and hopefully 'clicking' on an advertisement or a sponsored listing on Facebook this year.”