Facebook has developed a talent for displaying ads people actually want to click on - and it’s time for the real estate industry to get on board, according to one internet marketing expert.
The call comes following the release of the latest quarterly Social Intelligence Report from software giant Adobe, which found that people are clicking on the ads they are being served on their Facebook News Feeds, with ad click-through rates soaring by 160 per cent year-on-year and 20 per cent quarter-on-quarter.
Revenue per visit (RPV) coming from Facebook grew by two per cent quarter-on-quarter, while RPV from Twitter and Tumblr declined by 23 per cent and 36 per cent respectively.
"It’s working very well [for Facebook], but you really need to know how to target your ads very accurately to get a return on investment,” Jhai Mitchell, internet marketing business developer at Elders Real Estate Toongabbie, told Real Estate Business.
"Focusing on page likes is a losing battle for posting and reaching your target audience. Too many real estate brands are focused on this,” he said, adding that they need to focus more on their own blog and building a following from there.
Facebook reported on Wednesday (23 April) that advertising revenues were up 82 per cent to US$2.27 billion from a year ago, with earnings from mobile ads comprising 59 per cent of the total. Mobile ads were less than one third of that a year ago, and 53 per cent just three months ago.
According to the Adobe report, Friday is the best-performing day for social media, with consumers posting more, liking more and commenting more on this day of the week. On top of this, a quarter of videos played and 15.7 per cent of impressions on Facebook take place on a Friday. Thursday is the next most active day with a 14.5 per cent share.
"Thursday and Friday are the best days to post but it needs to be after 6pm or it gets drowned out,” said Mr Mitchell. “But don't look for much of a direct impact from just posting and not paying to boost it, as Facebook has dropped the reach of page posting again.”
Mr Mitchell believes that Facebook ads are the best opportunity from brands since Google's Adwords. “It's cheaper and can be more targeted, but it needs to come with an overall strategy that meets your goals,” he said.
Meanwhile, after being on the receiving end of a user backlash when it introduced auto-play videos into the News Feed late last year, it appear to be working for Facebook, as Adobe revealed that engagement with those videos was up 58 per cent from last quarter, and up 25 per cent from 12 months ago.
Adobe tracked more than 226 billion post impressions by 300 brands on Facebook in the first quarter of 2014 for its report.