With General Motors deciding to stop advertising on Facebook, saying that the ads had "little impact on consumers", Acquisio CMO Marc Poirier has commented on his views on Facebook ads.
Speaking to The Drum at SMX London, the co-founder of the performance media platform said: “Generally speaking Facebook marketers are not nearly as well educated on what it takes to make Facebook ads work for DR as they should be. I suspect this is exactly what happened here.
“To be successful with Facebook ads is really hard work. It's the kind of marketing that makes search marketing look like a walk in the park. The key to success is in isolating variables as much as possible, and in creating very small segments and to present creatives and landing pages that are custom tailored to their very specific needs. You also want to see the contribution of Facebook ads beyond the last click only, so attribution plays a role here. My friend Nic Gorey at Rocketer says Facebook Ads marketing is like the new One-to-One Marketing and I tend to agree with the concept.
“By the way there are several very compelling examples of massively successful campaigns which leveraged Facebook Ads to generate leads at a lower CPA than search, for example. I think GM was most likely mismanaged by agencies who didn't even realize that they were not doing the right things to drive success. So they didn't do the hard work that is required to make Facebook ads successful. So they blamed the media. It's pretty sad really.”