With 900 million users worldwide, it seemed logical for Facebook to open a line for advertisements. The fact is marketers can easily be attracted with the number users the social network presents until an e-commerce store builder said majority of clicks from ads which can be found on Facebook are inorganic.
Limited Run claims that 80% of the clicks that the social network is charging them came from users whose browsers had JavaScript turned off. A technology research was conducted in 2010 and it showed roughly only 2% of computer users in the U.S. have the JavaScript in their browsers turned off. This data was the one that pushed the company to build their own analytics software only to find out that 80% of the clicks from Facebook are generated by bots. Moreover, the company also said that bots are being used to load pages to eventually drive up advertising costs.
To show its disappointment, the firm will delete its official Facebook page in a couple of weeks but it went on to narrating why it had to come to this.
“A couple months ago, when we were preparing to launch the new Limited Run, we started to experiment with Facebook ads. Unfortunately, while testing their ad system, we noticed some very strange things. Facebook was charging us for clicks, yet we could only verify about 20% of them actually showing up on our site,” according to the post on Facebook.
JavaScript is the best way an advertiser can verify every click done by the user. But when it’s turned off, a click maybe difficult to determine. However, online advertising are often paid per click irrespective whether a click will lead to sales or not. In the case of Limited Run (supposing its claims are true), it is paying clicks which only about 15% to 20% have the possibility of conversion; the rest of the clicks are all junk but it still has to pay for them.
“We’re currently investigating their claims. For their issue with the Page name change, there seems to be some sort of miscommunication. We do not charge Pages to have their names changed. Our team is reaching out about this now,” a Facebook spokesperson said to assure other advertisers.
It’s not the first time that an ad agency complained about the company’s advertising practices. In fact, Search Engine Journal revealed last week about a system that would send multiple likes to a page in a short period of time.
Limited Run, however, did not provide screenshots or any relevant photos to their claims.
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