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As the meta adapted, some small businesses began to look for other avenues for ads. Shawn Baker, owner of Baker SoftWash, an exterior cleaning company in Mooresville, NC, said it previously required about $6 in Facebook ads to identify a new client. “Now ads cost $27 because they can’t find the right people.”
Baker began spending $200 a month advertising through Google’s marketing program for local businesses, which spawned the website when people in the area looked for cleaners. It has increased its prices by 7 percent to compensate for these higher marketing costs.
“You spend more money doing the same things than you should before,” he said.
Other tech giants with first-party information are taking advantage of the change. Amazon, for example, has tons of data about its customers, including what they buy, where they live, and what movies or TV shows they’re streaming.
In February, Amazon announced its size. advertising business — $31.2 billion in revenue in 2021 — for the first time. This makes advertising the third largest source of sales after e-commerce and cloud computing. Amazon declined to comment.
Utah Amber Murray, owner of See Your Strength, which sells stickers online for worried people in George, began ad trials on Amazon after Facebook ads’ performance deteriorated. The results were remarkable, she said.
In February, it paid Amazon about $200 to feature its products near the top of search results when customers look at the textured stickers. Sales reached $250 a day and continued to grow, he said. He said that when he spent $85 on a Facebook ad campaign in January, it only generated $37.50 in sales.
“I think the golden days of Facebook advertising are over,” Ms Murray said. “At Amazon, people are looking for you instead of telling you people what to want.”
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