从定位和非定位性来看，Facebook展示广告具有不同投资回报率（ROI）。

ROI

这也是BLiNQ Media创始人和首席执行官Dave Williams在《Ad Age》阐述的观点。

Williams表示，“作为广告渠道，Facebook蕴藏着巨大财富，但要充分利用这个平台广告商需要拥有系统的策略以及了解平台与众不同的参数。”

他指出，Webtrends（游戏邦注：其为面向电子商务及大型站点的软件包）最近就点击率所做调查并未将定位广告和非定位广告区分开来，这也就是为什么会出现Facebook 2010年的广告点击率降至0.51%的结果。

Williams表示，区分二者很重要，对于营销者来说，Facebook的价值在于其所收集的大量用户数据。正是依靠这些个人数据，定位广告才能得到有效运用。

Williams表示，“用户愿意分享自己的个人信息，这为基于年龄、性别、兴趣、地点、职业甚至是好友兴趣的定位广告敞开了大门。”

Williams 表示公司过去7个月针对30多亿广告印象所做调查与Webtrends的研究结果截然不同。

据数据显示，非定位广告的平均点击率只有0.02%，而定位广告的平均点击率则达到了0.15%（游戏邦注：这一数据是Webtrends调查数据的3倍）。而从用户粘性参数来看，定位广告的数据高达150%，远超非定位广告的22.5%。

但Williams也发现单凭点击率并不足以判定某个Facebook活动的成败。他认为活动目标就像获得名片，而非签署协议。促使用户喜欢自己的品牌是获得用户粘性的第一步。

Williams表示，“Facebook页面应该为用户提供价值，作为线上线下交流和交易的渠道。”（本文为游戏邦/gamerboom.com编译，转载请注明来源：游戏邦）

Here’s The Secret To ROI On Facebook Display Ads

Facebook display advertising yields a  return on investment when your measurements separate the targeted ads from the un-targeted.

That’s what Dave Williams, founder and chief executive officer of BLiNQ Media, argues in Ad Age.

“Facebook has massive value as an advertising channel, but using it right requires a sound strategy, and a thorough understanding of its unusual metrics,” Williams said.

He points out that recent research by Webtrends didn’t parse targeted from un-targeted ads when measuring click-through rates and that’s why the results show that Facebook’s click-through rate dropped to .051 percent  in 2010 (in other words, only one of every 2,000 ads is clicked).

The difference matters, said Williams, adding that Facebook’s value to marketers is in the massive amounts of data it gathers from users. It’s this personal data that allows for targeted adds to be effectively used.

“People willingly share personal information about themselves, opening the door to uniquely targeted advertisements based on age, gender, interests, location, occupation and even friends’ interests,” said Williams.

In contrast to the Webtrends study, Williams mentioned research performed by his own company that tracked three billion-plus impressions over seven months.

Data analysis revealed a click-through rate of .02 percent, on average, for un-targeted ads, compared to .15 percent, on average, for targeted ads (three times higher than Webtrends findings). Better yet, in terms of engagement metrics, targeted ads scored 150 percent, drastically higher than the 22.5 percent scored by un-targeted ads.

Still, Williams cautioned that measuring click-through rates alone is not enough to gauge the success of a Facebook campaign. He likened the campaign goal to attaining a business card rather than a signed deal. Getting the consumer to like your brand is enough as a first step of engagement.

“Your Facebook page should offer value, functioning as a gateway to conversations and transactions, either online or offline,” said Williams.

Readers, do you think that targeted ads should be tracked separately from un-targeted ads when measuring click-through rates?（Source：allfacebook）