I'm quite surprised to have this pointed out as a problem: it never came in my mind to go for CPC on Facebook ads (and pay per Fake Clicks) this is not AdWords :)
I think I understand the idea behind the video, but to me it looks like an experiment made by a very inexperienced advertiser. This guy could be a god walking between mere mortals on AdWords, but he surely lacks experience with Facebook advertising. Let me summarize why:
- wrongly setted advertising: Google AdWords and Facebook Ads work in a completely different way. If you try to do advertising with Facebook the same way you do with AdWords... you are going to fail for sure. I work in a start-up that does Facebook Advertisng (AdEspresso [1] ) and I struggle to make customers understand the equation new instrument=new things to learn. The problem with fake clicks exists and has a lot of reasons, but is marginal and partially avoidable. It worsen if you do everything to avoid really interested people (fake page, wrong targets), I don't find it strange that you only get fake clicks (and really expensive ones!).
- how to evaluate the effectiveness of an advertising campaign: the classic and easiest way to measure ROI is the LCA (Last Click Attribution) and is when you click on the ad → do the conversion, some browsing or less than 30 days in the middle are usually not a problem to keep the connection between those two actions. The classic example is AdWords when you are looking for a new razor. But what happens if I see a cool advertisement on Facebook about a cruise but it's not time yet for my holidays? I may like the page, visit it, and keep in mind that there is this really cool agency that sells fantastic cruises. It will come a time when I can ask for holidays at work, I'll remember the agency name and I'll google it looking for their website, also I may click on one of their ads because is between the top results. Next I buy the cruise: who gets the goal an who is the real dealer? That's why you look for Multi Touch Attribution models (MTA). Brand building and brand awareness are serious stuff.