These days we hear numerous reports about phantom Facebook Ad
Clicks, Fans and Likes. Techcrunch just published a story of Limited Run - a
Startup that came to the conclusion 80% of it's facebook ad clicks are coming from bots. Normally 1-2% of users deactivate JavaScript in the browser. This
Startup found that 80% of clicks were not JS enabled. They made further
investigations by tracking on the server side of their app which showed that
those requests have not even loaded their site.
What’s going on? 80% is a strong accusation. Is this an
example of a hysterical advertiser who hasn’t spent much but knows everything
better? Or did Facebook even boosted ad sales to be pretty for the IPO?
What has happend? Others are reporting about unusual traffic
patterns too. Jake Filan tells us about his ad campaign that increased the
number of likes from 100 to 900. But after the campaign the new audience seemed
like not existing. He found out that the likes came from mysterious user
profiles that often showed no activity except of answering hundreds of polls
and surveys. These profiles are clicking Likes in a high frequency with an
average of 500 per month. Their conclusion is that the traffic comes from
networks that generate fake Likes being sold as lead campaigns to advertisers.
And to prevent of being directly matched to those campaigns their bots are
clicking other ads by random. Considering this ‚by-product’ as the explanation
for the case of Limited Run a bot rate of 80% is possible. However the average
rate should be lower than that.
This teaches us to be careful when buying Facebook Ads or
associated services. Facebook said that there have been measures taken against
false accounts. But would you rely completely on it?
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