According to new figures released by WordStream, Facebook is not as effective as an advertising platform as it may think, with Google still far and away the industry leaders.
It was found that Facebook has much less reach than old fashioned online advertising, which means that its individual ads are less effective.
Overall, Google ads reach around 90 per cent of all internet users, while Facebook's equivalent only reach around 51 per cent. Furthermore, Google is able to reach its audience in many different formats, from simple text ads to video overlays and in-game targeting. Facebook, meanwhile, relies on standard display ads and sponsored stories.
Even more concerning for Facebook is the click-through rate (CTR). The average CTR for an online ad is just 0.1 per cent. Google has an above average CTR, standing at 0.4 per cent. Facebook, however, has a lowly CTR of 0.051 per cent.
One thing is clear from these figures, and its that Facebook's advertising platform is struggling to keep up with the staggering growth of its social network. Whether Facebook can transform its advertising fortunes depends on how committed founder Mark Zuckerberg is to turning it into a viable source of income.
In a recent letter to shareholders, Zuckerberg mentioned Facebook advertising just once, which seems to suggest that, for now at least, online advertising isn't as high on his list of priorities as it possibly should be.