Facebook ads have had its detractors for many years. This is the latest round of data that shows that even legit ads purchased directly from Facebook results in "page likes" by fake accounts, which are not only useless, but also may have long-term harmful effects.
6. How Do I Know?
• No recent activity
• Misspellings, made-up names “Jane Boston”
• Random images used in updates (e.g. stock
images, plaigiarized images)
• No friends
• Thousands of likes, of completely unrelated
things
• Porn related images (e.g. selfies)
• All images are promotional (promote event)
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7. Site Click Ad Campaign
Average click through rate 0.042%
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11. Bot generated pages
on Facebook
using many of the same images and randomized content
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12. Fake Likes on Facebook
How much do you like courgettes, the
green vegetable Americans call zucchini?
According to one Facebook page devoted
to them, hundreds of people find them
delightful enough to click the "like" button
– even with dozens of other pages about
courgettes to choose from.
There's just one problem: the liking was
fake, done by a team of low-paid workers
in Dhaka, Bangladesh, whose boss
demanded just $15 per thousand "likes" at
his "click farm". Workers punching the
keys might be on a three-shift system, and
be paid as little as $120 a year.
Source: Business Insider, August 2, 2013
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14. February 10, 2014 Video
http://www.youtube.com/watch?v=oVfHeWTKjag
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15. BBC Reports Significant
“Like” Fraud (2012)
“These [fake accounts] all
seemed to have an
enormous number of
Likes, with many totaling
more than 10,000 and at a
“Liking” rate of more
than 500 a month.”
Source: Search Engine Journal July 2012
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16. TechCrunch Reports Massive
Facebook Click Fraud (2009)
“Tracking 202 is telling me
11 clicks….Facebook is
telling me 145. That’s way
off .”
“Tested on 3 different servers at 3
different DCs (not a network issue).”
“FB click fraud update:
ratio is now EXACTLY
10:1. 10 clicks reported on
FB, 1 click on prosper.”
Source: http://techcrunch.com/2009/06/21/facebook-click-fraud-enraging-advertisers/
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21. Eye tracking proves …
“The ads to the right
are only noticed by
23% of the
respondents, and
they spend only
0.5 seconds on the
ads.”
Source: Mashable
12/29/2011
… users don’t look at the ads.
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23. Areas of Optimization
1. Don’t just pay on a CPM basis for tonnage of impressions; if
you have some other performance metric which measures
actual actions that users take, use that instead
2. Pay on a CPC basis if you can, and use “conversion
tracking” provided by Facebook on your page or website
3. Move beyond counting the number of likes and use some
other metric that is more indicative of intent to purchase if
possible.
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24. Dr. Augustine Fou – Digital Consigliere
“I advise clients on optimizing
advertising across all channels. One
main area of focus is reducing ad waste
due to fraud – fake impressions, clicks,
leads, and sales.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
ClickZ Articles: http://bit.ly/augustine-fou-clickz
Slideshares: http://bit.ly/augustine-fou-slideshares
LinkedIn: http://linkd.in/augustinefou
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@acfou
Augustine Fou
25. Related Articles
Digital Ad Fraud Briefing
By: Augustine Fou December 2013
Fake YouTube Videos
By: Augustine Fou, December 2013
Ad Fraud Fighting Techniques
By: Augustine Fou October 2013
Fake Linkedin Profiles
By: Augustine Fou, December 2013
How Display Fraud Works
By: Augustine Fou, May 2013
Fake Facebook Profiles
By: Augustine Fou, Dec 2013
How Click Fraud Works
By: Augustine Fou, November 2013
Fake Twitter Accounts
By: Augustine Fou, August 2013
The Magnitude of Digital Ad Fraud
By: Augustine Fou, November 2013
An Ecosystem of Digital Ad Fraud
By: Augustine Fou, October 2013
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