Let’s be honest with one another – Facebook has never been known for its search capabilities. With such poor results, it’s inevitable that marketers have questioned if social media advertising is truly the best option, especially when it comes to ROI.
On average, Google reaches 90 percent of Internet users, while Facebook only reaches 51 percent. On top of that, Google has an average of 0.4 percent click through rate, Facebook only .051 percent.
However, advertisers need to fret no more!
Facebook has announced Graph Search, which Mark Zuckerberg has claimed will be “a great leap forward for search.” Hoping to overtake Google, LinkedIn and Match.com, users will soon be able to ask Facebook for their friends’ preferences before making decisions on restaurants, vacations, career choices, and maybe even life partners.
Some analysts are saying that Graph Search has the potential to close the gap between Google and Facebook by creating a feedback loop between advertisers and Facebook users. For example, if a business has the most “likes” it could ultimately be at the top of search results. With this being a criteria for higher search rankings, Facebook is hoping that advertisers seeking greater Graph Search results will purchase more ads.
Facebook has yet to release any advertising products that Graph Search will provide down the road, but what they are promising to its users is in-depth personalization and an ability to solve questions to answers that you would not expect the internet to solve for you.
So if you asked me, I would simply tell you that the ability to accurately microtarget in an advertising campaign could possibly result in some of the greatest opportunities companies have ever seen. Good move, Facebook. Let’s see what you do with this brilliant platform.