Have you seen this? A video posted this week calls out Facebook ads for being nothing more than a legalized click farm. The video states that while Facebook forbids the use of paid likes from third-party websites, Facebook itself uses its own click farms to give you, the advertiser, fake likes when paying to use their ad space. The video already has netted over one million views, and many of the comments are praising the author for his insightful contribution. The video is put together well and makes a convincing argument.
However, there are several flaws in his statements that social advertisers have easily pointed out, but they have been drowned out by the masses of uninformed.
Date Range of the Data:
This video references data from 2012. It’s now 2014; in the past year Facebook has overhauled its algorithm more than three times.
The video mentions that the video author created a page, Virtual Cats, and then spent $25 on paid advertising while targeting the US, UK, Canada, and Australia.
The video never showcases at any point what the author was actually targeting outside of cat lovers and the specified geographical areas. It leaves us to believe he was targeting only cat lovers, an audience 136,000 in the specified geographical areas mentioned earlier.
The other problem with this is that is too broad. He might as well be targeting everyone who wears shoes. As part of the Social Ad outline, as with any well-thought-out advertising, the geographic targets should be specific and meaningful—as should your targeted interests, if not you pay for what you get.
If you want to grow your business or fan page, you need to have goals in place. The video never mentions what his goals were outside of growing likes. The Chesire cat said it best, “If you do not care what road, then any will do.”
If your goal is engagement, then you need to formulate what kind of engagement you wish to go after and then research your target market to decide the best course of action to accomplish this engagement. This could be done through blog promotion, offer redemption, or contests.
The video creator describes how he netted 262 likes to his page about cats; he said he was shocked, however, when he next asked for engagement for a science experiment and hardly anyone engaged. The problem with this scenario is that the target audience doesn’t care about science; they care about cats—that is why they liked the page in the first place.
I personally have seen great success with Facebook and other advertising platforms when the goals have been specific. The broader the goal, the less likely it will be reached.
The video describes that both case study pages spent a max of $100 at any given time. That’s a great amount—for one campaign. Consistency is key; spending only $100 will not allow you to gain any traction or help you sort out target markets. As with any advertising campaign—or achieving any goal, for that matter—there needs to be a consistent process. Social Ads typically have a lifespan of 10 to 14 days tops. After that, you need to change gears and post something else to keep your targets engaged.
The campaign highlighted in this video was nothing more than a, create page and hit boost. This is the 2012, flawed way to do it. Anyone in the industry that works with these ads almost daily will tell you having a well-defined, specific game plan is crucial to achieving success. I highly recommend using Power Editor, because the options you have at your disposal for targeting are amazing.
Goals and targets should be thoroughly thought out and should be paired with a budget to help achieve them. If all you can afford is $100 a month, that’s fine—but make sure your content is attractive and meaningful so that you get the most out of your ad dollars.