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High Value B2C Real Estate Marketplace Experience with FB Ads
July 11, 2016

High Value B2C Real Estate Marketplace Experience with FB Ads

Richard Kaiser | TrustRadius Reviewer
Score 7 out of 10
Vetted Review
Verified User

Overall Satisfaction with Facebook for Business

We use Facebook for Business to advertise to vacation rental home owners who might be able to use our marketplace. Facebook Audiences helps us create a targeted audience around this segment. This solves a real challenge for us as we have had a hard time finding other comparable marketing channels that can get this targeted for this select audience.
  • Targeting a very specific audience.
  • Creating and editing ads is very easy.
  • I really like how they limit the amount of customization on an ad which reduces complexity from my standpoint.
  • Clicks on FB ads in the FB UI seem much higher than the amount of clicks we see in analytics related to FB. At times this difference can be almost two times higher.
  • Another problem with over reporting clicks is that it appears that reported CPC feels artificial and significantly lower than the true CPC.
  • The Power Editor overall is great but the ease of use still feels to be lightyears behind Facebook's main campaign view or bulk AdWords editor tool.
  • The reporting difference between FB data and our internal data seems to be more off than for any other comparable ad channel we use.
  • Customer service is tough as chat is the only option. It also occasionally goes down which can create challenges. Always dealing with a new customer service rep versus other services like AdWords where we have one dedicated rep.
  • The channel in general has a huge audience but traffic intent is much lower than AdWords and other targeted marketing channels.
From a 1:1 targeting standpoint they eat Google's lunch any day of the week.
Biggest thing for us is the targeted audience needs to have significant critical mass to be worthwhile. An understanding of what stage of product-market fit and your business is at (as well as your understanding of right messaging for specific personas) is also crucial. If you have not figured that out, Facebook will severely penalize you with low relevancy scores which will subsequently drive up CPCs significantly.