To The Marketing Genius Running Bad Facebook Advertising:
I don't get it. Your Facebook advertising is awful. It's almost like you are 18 years old and just started reading a marketing 101 book. Or worse yet. You are robbing your clients blind with high agency fees.
Yes, Google Advertising is hard. It requires logical campaign design, optimization, and an understanding of search. Perhaps you've given up with Google or your clients figured out you don't know anything.
Facebook isn't hard. It's actually very intuitive and very easy to use. Yes you can setup multiple campaigns and multiple ads. You can use some bid management help, but at the end of the day, the platform is easy to microtarget people based on interest and demographics. So there's no reason for the following lousy political ads....
Elizabeth Warren (Democrat for Senate from Massachusetts): I live in NJ.
I'm a registered Republican. Probably show up in the conservative bucket. I don't susbcribe to multiple political accounts. I should NOT be in your target.
Obama LGBT: Well the targeting is way off here. Wrong political category (for the most part), wrong Presidential candidate, and it is very easy to add in narrow interest targeting to find people in the LGBT target. However, not to be outdone, The Mitt Romney campaign (sorry) has the worst targeting
Now. I'm not a facebook fan of Mitt Romney. I was following him since 2008 but during the 2012 Primary I didn't want friends thinking I supported him, so I unliked him. Plus, I found the posts not very informative. They then hit me with a lot of ads which of course was the correct target. That was fine but they stopped.
So now, I get served individual ads based on potential microtargets. However, all of these microtargets are so easy to find, its inexcusable to not use them. And, Facebook has matured so that just getting likes is not that compelling + it's not very helpful for your strategy if someone is in multiple micro targets or coalitions.
So to summarize, I've been served ads meant for women, young voters, Hispanic voters, LGBT, and out of state liberal/progressive ads. I can actually rationalize the Warren + Debbie Wasserman Schulz ads as testing into the active politics broad category but the rest of the lifestyle targeting by President Obama and especially Romney for President are just poor.
I havent seen any more poorly targeted Obama ads but the Romney ads just keep coming. It doesn't make any sense. If you really want to build up facebook coalitions, why not try to put the correct demos in your coalition. Sure maybe it costs you a little more money to add the demo, but doesn't that make the most sense to have the purest coalition as possible? It's easy, try it.
P.S. By the way, The Obama Campaign is still serving LGBT ads. It's really a poor display of the lifestyle targeting available in Facebook and demonstrates that The Obama Campaign is not technologically savvy.