Like search engines such as Google, Yahoo, Bing, Baidu etc., the social media nowadays also use various online platforms for advertisements.
Thus they finance themselves and their shareholders, mostly in the US, with the proceeds from advertising. Originally  the effectiveness of Facebook ads was a matter in dispute and could hardly be verified. In the meantime, however, some online suppliers show a certain success and have the effectiveness of their e-shop campaigns tested.
By means of an accurate analysis of advertising costs on various social media platforms and search engines, for example, has shown that in comparison with other suppliers, Facebook ads yield inferior and less sustainable results. In this instance they measured how many new customers and especially how many subscribers resulted per social media canal from the advertising budget deployed for their e-shop for contact lenses.
In future many similar analyses will be needed  in order to ascertain beyond doubt the effectiveness of social media costs.
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