Whoops! McDonald’s Facebook Ad Goes Horribly Wrong
I’ll admit it.
I really like to eat at McDonald’s.
When it comes to their french fries, there are two sorts of people:
those who like them and those who are liars.
This afternoon, I saw this page post ad show up in my newsfeed.
Expand the comments and you’ll see this:
If you keep scrolling through them, there are over 3,000 similar comments.
What went wrong?
This is what happens when you run Facebook ads in the newsfeed and don’t target.
Companies like Walmart, Comcast, and American Airlines have to be ultra careful in social channels.
It’s like walking through a minefield.
Had McDonald’s or their agency asked us to optimize the ad (the content about the dollar menu isn’t bad), we’d have first targeted people in their email list and their 29.9 million fans, segmented by their life stage and food preferences.
While you can get away with mass-blast ads on TV, that strategy won’t work in social.
But our numbers are way up!
And certainly the social media agency plus the internal team are celebrating the fact that their PTAT and engagement rates have skyrocketed.
Do you think they see what’s actually happening on Facebook, as they get lambasted by haters?And the Facebook ads they keep running over the years continue to pour gasoline on the flames.
Friends don’t let friends run un- targeted Facebook ads
Readers, do you think their advertising efforts are helping or hurting them here?
What has been your experience running newsfeed ads or in boosting posts?