Most ads have high-performing life spans of two weeks or less. The best results occur in the first three days, but most advertisers run their ads longer than that. The report advises against this, but my experience is that some of my best ads are viable for weeks. Life span depends on the ad and size of the target audience.
If you have the time, treat ads as individuals. Refresh them when their 55 percent of advertisers aren’t using sponsored stories. Not so good: About a year ago, another study showed that many multimillion-fan pages were reaching fewer than 100,000 of their fans daily. The declining reach of many fan pages and Facebook’s emphasis on its Reach Generator product suggests that you may need to start using sponsored stories. Most fans don’t return to the pages themselves. The more you focus on timeline right now, the more you’ll spend on ads in the future. Focus on posts that get interaction, and keep the less interactive fans aware of your posts with sponsored stories.
Return on investment and analytics are the biggest challenges faced by Facebook advertisers. Both sales and tracking are still problematic. It’s impossible to tell the quality of their analytics, however, and whether this is in part the cause of the ROI issues. Campalyst, which offers great Facebook post integration with Google Analytics and Adobe, will soon debut better Facebook ad tracking.
Advertisers favor some ad criteria and neglect others, so you may find competitive opportunity in trying some of the less frequently used criteria like workplace, relationship, and education. B2B and higher education marketers may find this inspiring.
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