Facebook Advertising Issues, How Serious Is the Risk

Facebook Advertising Issues: How Serious Is the Risk?

I’m not sure about you, but I’ve been receiving an increasing number of spam emails and other notifications promoting Facebook ads or Facebook pay-per-click regardless of the known problems with Facebook advertisements.

I’ve even received a few with the introduction, “Did you know you can reach more people on Facebook than on Google?” To my mind, this is just nonsense! I just attended a conference lecture titled “Advanced Social Media”… as opposed to “Beginner Social Media,” I suppose. As it turned out, it was merely another advertising agency promoting Facebook.

While Facebook ad programs may work to a certain extent, we (ZDM) continue to recommend that you spend the majority of your time developing quality content for your website.

You’ll achieve far superior long-term results than you can on Facebook. One significant issue that Facebook is “confronted with” is “like fraud.” Numerous click farms earn money by “liking” millions of posts and pages.

Facebook is aware of the issue and claims to be working actively to eradicate it from the network. We believe they are, but the reality is that Facebook may be immensely benefiting (at least temporarily) from the scam.

In an attempt to contain fraudulent activity, they (Facebook) have created an even greater problem. To conceal their fraudulent act of liking for pay, unlawful clickers “like” millions of pages, comments, and even Facebook advertisements for which they have not been compensated.

As a result of the money you pay Facebook for advertising, a portion of the clicks may be consumed by fake clickers. Who gains from this? Please understand that we are not saying that Facebook is to blame for the fraudulent behavior. Instead, we are pointing out that they are making money from the very thing they are trying to stop.

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Much of the excitement surrounding Facebook advertisements is centered on the cheaper cost of clicks when compared to similar searches on Google, as well as the opportunity to more precisely “zero in” on the target.

The ad system does allow for some real target specificity and is extremely simple to use. Fraud is still going on, so just be aware that it lowers the value of the ads you buy and the interaction on your pages.

We are not entirely “anti-Facebook” here, though I will admit that it is not my preferred pastime. I’ve reduced my efforts for commercial goals and increased my efforts to stay in touch with friends and family.

Several of our clients have reported success with their commercial activities on Facebook. However, they put a lot of their success down to the number of people who like their pages and comments, not the number of people who come to their website or make a purchase.

There are several issues that arise as a result of fraudulent behavior that influence numerous other parts of online marketing, similar to the possible Facebook ad concerns.

It is undoubtedly possible to become a victim of ad platform misuse. We advise our clients to exercise extreme caution when it comes to spending their hard-earned money and, more importantly, their valuable time.

We strongly encourage all of our clients to invest additional time in generating and optimizing quality content for their websites in order to achieve the greatest long-term results. Ad programs have a place for short-term solutions, and Google remains our top option.

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