The typical “egg on ones’ face” is being cleared away from Facebook as of late after a recent Facebook post by Limited Run has stated that 80% of their Facebook ad click through had been coming from bots.
From their own words: “Bots were loading pages and driving up our advertising costs. So we tried contacting Facebook about this. Unfortunately, they wouldn’t reply.”
And, as an added slap to the face, Limited Run has noted that a simple name change could not happen “unless we agreed to spend $2,000 or more in advertising a month.”
In response Limited Run plans to close their Facebook page altogether and move their efforts toward Twitter. Facebook has claimed that they are exploring their claims.
At a time of a major IPO for the company, Facebook is in hot waters.
The Implications for Affiliate Marketers
What’s the bigger picture here?
No doubt, Facebook advertising has its benefits because of the massive size of the network and ability to target its users on various factors which is unprecedented in marketing terms but if these ads are simply being lost to a botnet than one wonders whether the network is viable.
Affiliate marketing is heavily reliant on the ability to track conversions. Results skewed by cleverly disguised clicks that will fool the most detailed marketing professional. Just imagine the small business owner that can barely navigate the advertising platform.
Pushing $1 Billion in their second quarter earnings, Facebook has a lot to explain. If they plan to clear up this recent debacle and without a timely response, we could see the social network become a secondary thought for those trying to run success online advertising campaigns.
What are your thoughts about the recent Facebook issue? Whose side are you on?