If you are in tune with the digital marketing world you’ve no doubt seen the, Facebook Fraud video (embedded below) or seen a related tweet or blog post. They succeed in making a great point: Bad Lazy Advertising Doesn’t Work. Shocker. Let’s break down exactly why the point they try to make about Facebook Advertising as a whole is idiotic.
1) If your business is fake, by definition a campaign won’t work because you can’t sell anything. A Like is just a metric to gain an audience to sell something or spread an idea. If you aren’t measuring what this Like is to your business, you don’t understand the fundamental point of advertising.
2) Targeting REALLY matters. Lazy targeting to multiple countries is obviously something that invites Like Farms to rip you off. Simply aiming an ad at someone who Likes a category is equally lazy. Audiences need to contain multiple filters and 3rd party data provider information to ensure they are finding a real audience. Trust me data providers know when you are real (or you can trust 60 Minutes).
3) Also by the way, why are you running only Page Like Ads? Why aren’t you using:
- Facebook conversion pixels
- Post engagement ads
- App Installs
- App engagement
- Offer claims
- Anything easier than a Page LIKE to gauge the ROI?!!
I could “prove” Google ads don’t work by the same methodology. If I ran a bagel business and advertised, “Bagel,” as a broad match term on Google and set a $100 budget with a decent bid price, I would lose $100. I could also run a silly ad on a CPM basis to “prove” a digital medium doesn’t work.
What the Facebook Fraud Video did prove is that Facebook ads seem very simple. However, using them to run an effective campaign that delivers ROI can be really hard. That’s the precise reason a lot of firms to Matchnode.