Facebook Logout Ads Too Expensive for Small Businesses

Ford Mustang Logout Ad

Let’s just jump right in, shall we? No need to beat around the bush. Facebook wants $710,000 a day for logout ads. Yep, more than half a million sweet hard-earned American dollars. For small businesses, that’s pretty much $709,800 dollars more than most people are probably willing to pay. But I guess if you’re Ford Motor Company, it’s no big thing.

To be honest, these logout ads kind of irk me. Yes, they are sleek, shiny, and beautiful, and yes, I have clicked “play” on this exact ad (Hi, my name is Jocelyn, and I’m an Internet ad clicker…”). And yes, the number of shares on this are astounding. And that’s exactly what irks me.

Facebook by and large leveled the playing field for businesses big and small. While Joe’s Dry Cleaners is never going to buy a Superbowl ad, or maybe any TV spot at all, social media has provided the opportunity to do the consumer engagement thing just as good as Ford, or maybe even better. When big businesses already have a huge leg up in pretty much every other form of media, it’s a sad day when they get it on the great equalizer – the social web – too. It’s like when you find out that the hot quarterback of the football team is nice, rich, and smart, too. Throw the dorky guy a bone, Zuck!

The web, unfortunately, doesn’t always level the playing field, though. Sometimes the highest bidder is the one who is seen. That’s proven in pretty much any ad platform in existence. Sometimes the more money you put into a Facebook ad, the more fans you’ll get. And for smaller businesses, sometimes this just ain’t fair because, after all, small business dollars are a bit more precious than Fortune 500 ones (am I allowed to say that?). And these new Facebook logout ads are kind of the icing on the cake. It might be blasphemous for me to say so, but do we really need more ads talking to us about how sexy the Ford Mustang is, especially after we’ve chosen to leave a site? I just want to logout of Facebook, for Zuck’s sake!

At the end of the day, all I can say is “Pshhht, whatever.” I can sit here and complain about how crap it is that Ford gets a leg up because they have more dinero to spend. Or I can sit here and come up with ways to make my clients’ networks better in different ways. Maybe it’s offering better, faster, smarter customer service to our fans. Maybe it’s building and encouraging a community of likeminded fans and rewarding them for just being awesome. Either way, it gives us smaller companies a chance to flex our muscles, be original, be authentic, and still be badass.

Facebook May Release New Ad Options As Early as Next Week

Facebook Expands Ad Options in February 2012

If you’re anything like us and in and out of Facebook all the live long day, news of new ad options are exciting. Currently, there are a few options for ads. You can choose Facebook Ads or Sponsored Stories, both of which have their place in audience building, buzz, product awareness, or driving traffic from Facebook to another online destination.

Facebook Expands Ad Options in February 2012

AllFacebook has it rumored that Facebook will alter and expand their ad options as early as next Wednesday, February 29 at their marketing conference in New York. (Side note: also rumored to be discussed is Facebook timeline for businesses). According to a recent article, the following are what the new ad options might look like:

  • Status updates: Up to 150 characters of text, no additional media;
  • Photos: Up to 90 characters of text, 185-pixel-by-104-pixel thumbnail, 16:9 aspect ratio
  • Videos: Up to 90 characters of text, 185-pixel-by-104-pixel thumbnail, 16:9 aspect ratio;
  • Links: Up to 90 characters of text, 75-pixel-by-75-pixel thumbnail;
  • Questions: Four answers will be displayed — three, plus a “see more” link; and
  • Events: Up to 90 characters of text, 75-pixel-by-75-pixel thumbnail.

Since Facebook ads have been an effective tool for a majority of our word of mouth clients, these new ad options are encouraging. The ads provide for additional (and interesting) ways to interact with the people we are trying to reach, as well as an increased opportunity for brand exposure.

Is there a way to view all of your fan pages on Facebook?

Facebook has rolled out a new feature that can link the community pages that you follow on Facebook to your profile. This allows you to view all of your fan pages on Facebook, and also selectively display them on your profile. Facebook is touting this benefit as a boon for users, yet we have a sneaking suspicion that it is designed to help advertisers target more people (and thus spend more).

Mashable wrote up a great post about this new feature. Click here to see an in-depth look at Facebook’s new features.

We think this action is more for advertisers than anything else. Heck, just last week we were asking for similar adjustments from Facebook. If I can target people who like hip-hop for my music artist, it’s much easier than typing in “eminem” and “dr. dre” and “the roots” and tons of other relevant keywords in the keyword section for ads. Hopefully large communities will emerge and targeting for advertisers will be just as accurate yet have increased reach.

Check back here for updates regarding this issue.

Well that’s one way

Want to increase web traffic through social networking sites? You just experienced one way – a Facebook ad.

(didn’t get here by clicking a facebook ad? Click here for explanation)

These ads are great because they are:

– Easy to create

– Relatively cheap

– Targeted by geography, demographics, and keywords in Facebook profile. (To reach YOU, we targeted our ad to people with words like “social media, social networking, word of mouth, word of mouth marketing, advertising, web traffic,” and a few other phrases.)

But Facebook ads aren’t just a quick fix. You should have compelling ad copy, a pertinent picture, and a site that actually delivers on your promise. More importantly, it should be part of your overall marketing strategy, and not just something you decided to do late on a Tuesday night.

Part of our marketing strategy is to give our audience tips on how to use social networking to their own benefit. Why give it away for free? Because we want to prove we are the experts, we want you to come back to our site, and we want to give you a reason to listen to our communication. Because sometimes we blatantly promote ourselves, and if it was the only communication we had with our audience, nobody would ever come back, because who wants to hear that?

Speaking of communication, what do you think of this blog post? Did you learn anything? Tell us what YOU want to learn more about and we will do our best to help you out!