Social Media

Facebook vs. Ad blockers - are you a Shark or a Jet?

If you’re one of the many using Facebook, and also have an ad blocker installed - you could inadvertently be contributing to the downfall of Facebook.

Despite Facebook’s huge popularity and audience, Facebook finds itself at risk from the millions of people with Facebook profiles. Almost all the money Facebook makes is through their advertising feature, and so any threat to this source of income could, potentially, put the company at risk. So if you’re one of the many using Facebook, and also have an ad blocker installed - you could inadvertently be contributing to the downfall of Facebook.

Ad blockers on desktop devices have become a thorn in Facebook’s side. If they can’t rely on their paid advertising to generate an income, what can they do? Start charging people to use Facebook? I think we all know how that would affect Facebook’s audience numbers. Instead, they’ve moved into an almost West Side Story-style turf war with ad blockers - coming up with new and inventive ways to force their ads passed ad blocker software on desktop devices.

But what does this mean for your paid Facebook advertising campaigns? Not all that much at the moment. Ad blockers have been around for a while and with Facebook continually trying to thwart their progress, paid advertising on Facebook isn’t feeling too much of an effect at the moment. However, there are ways you can try and help your business during this trading of barbs.

Firstly, make sure your advertising campaigns aren’t overzealous and don’t annoy your target audience - look at your targeting and make sure your ads are optimised for both age, gender and also the time that they’ll be online. Facebook are currently thwarting ad blockers on a desktop by allowed users to select preferences for what shows up on their newsfeed - make sure you are not one of the preferences which get unticked by ensuring your campaigns are relative and avoiding coming across as spam.

What next?

So far, ad blockers have snapped back and tightened their ad blocking. Facebook have responded to this update, suggesting this cannot stay in place because not only is it blocking ads, but also some posts and updates on friends’ feeds. It’s an ongoing saga, but until there’s a resolution there’s only one way to keep up - advertise smart and advertise well.

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