A marketing budget is difficult to allocate appropriately. Do you risk opening a new account with a promising ad network, or try to refine your tried and true methods? For some marketers, that option is starting to disappear. Rising costs and other factors are pushing marketing money away from Facebook and shifting it to display advertising networks. If you’re concerned about the state of your campaign, read on for advice from Ted Dhanik, the CEO of engage:BDR.

Too Much Noise

Noise refers to the outside influences that potentially distract from your messaging. In the case of Facebook, a marketer must compete with photos, videos and intriguing links and user posts. There is the possibility of a disconnect occurring, where the user doesn’t fully receive your messaging and may opt out of the promotion. There is no way for you to verify why the user is logging into Facebook, or even if the user is authentic.

Real Estate isn’t Prime

The placements on Facebook used to bring a lot of value to advertisers seeking top positions on a budget. Facebook’s extensive system of metrics made it an even more attractive prospect, but they are no longer the only platform in the game. Independent banner advertising networks can offer the same quality placements on highly trafficked websites. Some networks have millions of unique page views spread between them, so you can divide by interest and target by demographic without your traffic suffering in the process.