updated 03:33 pm EDT, Tue May 29, 2012
Facebook ad credits offered despite polled click-rate
Facebook is offering free advertising to small businesses in an effort to encourage more advertisement sales in Europe. Qualifying companies operating in the UK, Germany, France, Italy, and Spain can receive a free advertising credit on the social network through its Small Business Boost promotion. This comes at a time when the effectiveness of advertizing on Facebook is questioned, with General Motors dropping paid Facebook ads altogether.
Up to 50,000 participants with fifty likes or more can get the £20 ($31) credit for Facebook Ad products, with anyone passing 100 extra likes since the start gaining an extra £60 ($94) credit. With the initial promotion running until the end of July, users will have up to three months to take advantage of the program after the credits are supplied.
Many advertisers are said to be apprehensive regarding ad spending on the social network, after a recent poll found a four percent click-through rate on the network. The numbers are higher than the two to three percent expected in standard banner ads, however not as high as potential advertisers have reportedly expected to achieve.
Facebook is, however, in the process of launching a system to allow advertisers to monitor campaign effectiveness, and allowing external ad agencies to buy ad slots in user news feeds.