| The article raises some great points and it's very frustrating to read these articles as the founder of a Facebook Ads Optimization tool aimed at SMBs (AdEspresso - http://adespresso.com - Shameless plug :P). I'm not going to say that copy was not good or that the number Facebook tracks are correct. I find the copy of the ad used pretty good overall. However I've some consideration about it: - I totally agree that Facebook must improve its tracking and must do more to prevent clicks fraud ... a problem which is still very relevant - Lot's of Facebook Ads traffic comes from mobile nowadays. This can be good or bad. If you're promoting a website and aiming at conversions on a non mobile-friendly website you MUST disable mobile targeting. - Overall $50 budget is not enough to get to any relevant conclusion. - On a product like this (budgeting, finance, etc.) it's critical to find a very good audience to target. I'd suggest using a lot custom audiences. - Facebook Ads bounce rate & overall quality is very often lower than Google, Yahoo & Bing, this is implicit in the nature of the platform. On Google you're getting traffic from people who are actively searching for a keyword strictly related to your product. On Facebook you're targeting people based on demographic profile and a vague interest. However Facebook is very often much cheaper than Google. - CPC & CTR are meaningless metrics. You should always have conversion tracking and measure the overall CPA to acquire a customer. Click frauds, wrong reportings etc. ... they exists. You cannot do anything about it. You should not give a crap about it. Just check your Cost to acquire a customer and see if it makes sense. - Sometime for some markets Facebook Ads for direct conversions simply don't work. Create valuable content like eBooks, webinars etc. to get cheaper leads and then close the sales funnel with targeted emails. My 2 cents, hope it's useful for someone :) |