Reports about Facebook and Google advertising traffic do not exactly pain a nice picture. Claims indicate roughly 90% of the traffic associated with the ads are “useless“. Facebook and Google are doubtfully thrilled with such a report. The report is discouraging. No, business won’t outright collapse just because a news report about the uselessness of the ads is published. Some viewers of the ads will be turned off though. Articles of this nature may go viral. In time, articles like these can collective impact a significant number of perceptions. Poor perception on ads could have an undesirable effect. Even a slight decrease in revenue is something giants like Facebook and Google hope to avoid.
The notion of “90% useless traffic” is a bit misunderstood. Facebook ads are designed to run throughout the platform of the social media network and draw the eyes of members interested in what appears on the ad. Ads of this nature are rely on conversion rates. Conversions refer to serious parties that actually click on the ads. After clicking on the ads, they do what the advertisers wants. Buying a product is one thing. Joining a Facebook group is another. Advertisers all have different goals.
10% of valuable traffic is a fairly good conversion rate. Expecting half of the advertising traffic to do what the advertiser wants would be unrealistic. Would half the people watching every Super Bowl advertisement make a purchase?
Advertisements cast a proverbial wide net. Not everyone caught in the net responds. The goal is to procure the highest and more feasible volume of serious click-throughs. Those buying ads on Facebook or Google must maintain realistic expectations. Without a proper outlook on what to expect with the ads, disappointment is unavoidable. From this perspective, 10% of valuable traffic is not so bad.