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Facebook declares war on Google

Think Facebook couldn’t possibly get bigger? Think again.

The social network’s advertising reach is about to extend to non-users across the web.

Gate keepers

Facebook has long used its extensive demographic information to serve targeted ads to its 1.6 billion users.

Now a new feature called Audience Network will bring that know-how to third party apps and websites.

Nowhere to hide

Until now, only Facebook users visiting third party sites would be shown ads.

Facebook will use a combination of  cookie-tracking, plug-ins, and propriety buttons to learn more about web users who have the temerity not to use Facebook, and serve them up their own targeted ads.

These ads aren’t expected to be as nuanced as those Facebook delivers to its faithful, however they’ll still probably bring in a healthy chunk of revenue.

Google smack down

The move places Facebook squarely against Google for dominance in the online ad space.

Google currently owns 33.3% of online ad sales, compared to Facebook’s 10.7%.

Google’s ad treasure chest us worth a tidy US$53 billion, well ahead of Facebook’s US$17 billion. Also, the majority of Facebook’s reach is contained within its eco-system.

Whoever comes out on top, the online ad market is narrowing. Following the announcement, it’s now predicted that 85% of new marketing spends will go to either Google or Facebook.

Learn with SMK through December

Start your SMK: Digital Excellence 7-day free trial today and unlock unlimited, on-demand access to hundreds of hours of digital masterclasses, training courses and hands-on tutorials.

Your risk-free trial offers the perfect opportunity to expand and upgrade your digital intellectual property.

Each month SMK releases 30 hours of new and updated social media and digital marketing educational course content, ensuring you never get left behind – be it on digital strategy, tactics or implementation.

Alongside this, SMK offers live help and support weekly within the SMK Working Group. It might be a quick fix or the root of a bigger problem; either way, a problem shared is a problem halved. On a day-to-day basis, SMK’s team gives you hands-on support and fresh ideas.

Not to mention a shoulder to cry on, occasionally.

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SMK Editor

December's Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEST

  • Live help and support from SMK’s team of analysts.
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group.

Weekly Technical Labs: Meta Business Suite on Wednesdays from 1 pm – 2 pm AEST

  • Technical Labs explore the technological process and workflows related to key digital marketing activities.

Google Analytics 4, Data Analysis & Evaluation Masterclass on Thursdays from 10 am – 12 pm AEST

  • Module 1: GA4 Optimisation, Key Features, Tools & Reports
  • Module 2: Setting up GA4 Conversions & Understanding Analytics Events
  • Module Three: Analytics campaign tracking and report analysis
  • Module Four: GA4 report round-up, conversion attribution & visualisation

Influencer Marketing Masterclass: Organic, Paid & Commerce on Fridays from 10 am – 12 pm AEST

  • Module 1: 2024 Influencer Marketing Trends, Forecasts & Opportunities
  • Module 2: Organic Influencer Marketing Best Practices
  • Module 3: Optimising Influencer Campaigns With Social Ads
  • Module 4: Evaluation, Reporting and Influencer Commerce

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