Three years ago, you could drastically reduce your cost per click by just running a ton of ads. The mainstream pay-per-click vendors, experienced with Google, applied their same techniques to Facebook — multiplying tons of ad combos by headlines, images, and body copy. While that technique was positioned as smart optimization, it was really spamming the system with thousands and thousands of terrible ads. If a general message against a particular audience wasn’t effective, making 10,000 variants of the same thing wouldn’t matter.
Looking for ways to make money through your Facebook presence? Maybe you’ve only dipped your toe into the water, but want to see how Facebook can help your business? You might want to check out the AllFacebook Marketing Conference, coming to San Francisco this Thursday and Friday. AllFacebook has brought together some of the world’s experts in social marketing for this two-day symposium, and passes are still available.
A Facebook advertising test currently being conducted for informational purposes could lead the way to something much, much bigger: Charging marketers per engagement, as opposed to per click.