So, the easiest way to make personal property ads more efficient is to list personal property and real estate auctions separately on your website. Even without Facebook, this should be your standard practice. The buyer pool for personal property is almost always larger than the real estate where its housed. That’s true of farm equipment, commercial machinery, estate collections, and business liquidations. Yes, there’s a little overlap in prospect markets but not as much as you might think. The Venn diagrams look more like binoculars than Olympic rings.
As long as advertising is sold by auction, the algorithms can always work for us Facebook wants ads to align with user interests so much that they don’t annoy people off their feeds. They want happy advertisers and give us as much reach as market value will allow. It doesn’t take a lot of money to benefit from this system.
That’s why I find it so ironic that the question I get most from auctioneers about Facebook advertising is, “How much will it cost?”
This is a seismic shift. For most people reading this, though, there is little reason to panic. We can still have incredibly targeted and efficient ads on the most pervasive social media platform in our country.
If I had to choose between my instinct and the billions of advertising impressions that fed Facebook’s seismic shift in available text space, I’m going to rely on the behemoth’s deep and wide sampling of our buying culture. Advertisers don’t make the rules. Consumers do. We advertisers either break ourselves upon those rules or play within them for more and better traffic to our auctions.
None of these options are inherently right or wrong. Your situation will dictate which one you use and when you use it. For many of my campaigns, I use more than one—because I’m not always fishing in the same lake for the same fish.