I’m starting to explore paid traffic as a potential marketing channel for my app AmazeLaw. I built out a landing page for an online mini course and set up an ad campaign targeted at folks centered around a specific interest.
I tried my best to constrain FB’s ad placements, i.e. only US folks, set age ranges that are typical for this niche (24-55), targeted folks that are interested in one of my competitors, and yet after a day of results, I have a bunch of “clicks” and one “conversion”. I wouldn’t be shocked by that number given how tightly I set the targeting, except…
Only two of the clicks were to the website, the rest were “likes” of the actual ad (not even my FB page), and the conversion wasn’t registered by any of my metrics tracking tools or the email software I use to serve the mini-course.
Looking at the profiles of folks that “liked” the ad, they’re all clearly outside of the constraints I put on the ad targeting. Some outside the US, many high-school age, and there’s no conceivable way that any of these folks were remotely interested in the topic I selected. Some of them were clearly fake accounts, but majority looked legit (even though they don’t match the targeting)
So, to summarize:
- Dozens of fake likes on the ad itself
- Ads being served well outside of the ad targeting constraints
- Conversions being counted even though there’s no evidence a conversion took place (according to three separate tools that would’ve registered the conversion)
In other words totally useless and borderline fraud.
For folks that do FB advertising regularly, have you run into this? Is it just something you have to account for in the math (i.e. just calculate your CPC as roughly 10x your bid to account for the bogus clicks)?
I realize this could be a small sample size issue, but I don’t want to piss away cash on that channel if this is the norm.