Facebook's pay-for-more-eyeballs shtick looks too good to be true: Page views, Likes from 'fake' profiles

www.theregister.co.uk | 1/14/2019 | Staff
Click For Photo: https://regmedia.co.uk/2016/09/12/shutterstock_fraud.jpg

Analysis Imagine a store where you go in, pay money, and sometimes leave empty-handed. That's digital advertising on social media in a nutshell because it's seemingly full of fraud.

Simon Arthur, founder of custom parts maker Big Blue Saw, believes he had more or less that experience buying Facebook ads. In a blog post on Friday, Arthur recounted how he paid Facebook to boost the exposure of posts made to his company's Facebook Page and received attention from what he believes are mostly fake accounts.

Arthur - Facebook - Boost - Post - Option

Arthur said he had previously been using Facebook's Boost Post option, by which Page owners can pay to have posts distributed more widely on the social network. He restricted the distribution of his post to those between the age of 18 and 65 who are living in the US.

After being advised to talk to a live Facebook ad salesperson, Arthur says he did so and, following the advice he received, set up a custom audience of the 5,000 or so people who had visited Big Blue Saw's Facebook Page in the past year. From that, he created a Lookalike Audience, said to similar in terms of demographics and interests, to the custom audience of actual Page visitors.

Facebook - Lookalike - Audience - Way - People

Facebook says, "A Lookalike Audience is a way to reach new people who are likely to be interested in your business because they're similar to your best existing customers."

For Arthur, that's not quite right because it would mean his existing customers don't exist. He set his ad spending to $100 over two days and after a day his page had received around a thousand Facebook Likes.

Clicks - Accounts - Engagement - Audience - Friends

But he believes most of these clicks were coming from fake accounts. He looked at the engagement he'd measured when he advertised to an audience composed of Friends of Friends, a group he said appears to...
(Excerpt) Read more at: www.theregister.co.uk
Wake Up To Breaking News!
Individuals can exist without government but government can't exist without individuals.
Sign In or Register to comment.

Welcome to Long Room!

Where The World Finds Its News!