As anyone with an eye on marketing or the stock market could tell you, Facebook has recently been facing stormy waters. Between losing a major advertiser, dealing with the IPO fallout, and news that approximately 8.7% of all Facebook accounts are fake; Facebook now has to contend with reports that paid traffic from Facebook may be delivering astonomically high levels of fruadulent traffic.
While reports vary, I’ve heard theories of what the cause could be that run from clickbots to bored users to accidental click levels. Regardless of the true cause, the claims of inefficiency, coupled with the recent loss of GM as an advertiser, speak to a true weakness in Facebook’s advertising platform.
In my current role as a lead generation specialist in a direct response industry, these stories certainly give me pause when I think about giving Facebook ads a larger role in the name acquisition toolbox.
Bottom line: By all means, give Facebook (and Facebook ads) a shot. I’ve heard strong success stories that counter these arguments, so it certainly isn’t impossible to succeed.
However, I would advise caution - use multiple analytics methods to track your website traffic, and be sure that you’ve got your KPI metrics in mind well before you begin. These practices, while beneficial wherever you advertise, will ensure that you can keep a careful eye on Facebook traffic to suss out problems like these before they become monetary losses.