GM announced yesterday that they are dropping the best, most effective yard sign that money can buy – a Facebook ad. GM says that Facebook ads don’t drive sales, which says more about GM’s web presence than the effectiveness of Facebook ads.
On Facebook and Google you can reinforce traditional advertising or introduce validating statements, reviews, or articles, without paying for the ads. You only pay for clicks, which means everything else is free.
While writing this post I pulled up my Facebook account and the image above reminds me that Sacha Baron Cohen’s new movie is out, my friend Orlando Sentinel reporter Aaron Deslatte liked the movie, and so did TIME magazine. I rarely, if ever click on Facebook ads, but they do make an impression, literally. I also don’t click on highway billboards, but I bet GM won’t ditch those anytime soon.
Finally, this digital yard sign concept isn’t new to campaigns. It’s the one yard sign that is actually worth the investment. Look for more and more Facebook and Google ads from companies and campaigns that understand the value of repeated impressions.