With their IPO, Facebook has had a lot of headlines lately. The more subtle, longer term trend of low ad click-through-rates (CTR) finally erupted when General Motors decided to drop all their Facebook ad buys, $10 million annually.
This may come as a surprise to many marketers, but remember what happened with banner ads. There was a steady loss in CTR. Despite Facebook’s efforts to approve ads and block out spam, the same will happen.
However, a lot of clicks may not be the end-goal for many marketers on Facebook
Key Takeaway: Online behavior changes. What once drove a lot of clicks may now be best for awareness. This has happened before and it will happen time and time again.
Read more about the findings at eMarketer.


















