Despite having seen this video:
We were curious to see just what would happen if we boosted a Facebook post. We decided to boost this Newgrounds game teaser post from Pico Day because it already had over 200 likes and spreads visibility of NG / Behemoth characters. I selected the option to promote this post to our fans and their friends (disclaimer: we never do any weird stuff like buying traffic / Facebook fans, so presumably our existing Facebook fans are legit people). After submitting payment info, it informed me that our post would be promoted to the United States, United Kingdom and the Philippines... The Philippines? According to Google Analytics, the Philippines accounted for just 2% of NG's total traffic this past year, and we suspect many of them are the same people who spam our blogs every night with links to counterfeit goods.
I dug around Facebook analytics and our Facebook fans indeed consist of a surprising number of people from the Philippines.
The Philippines account for 6% of our 185k Facebook fans. I assume a lot of them are made-up people, but in a perfect world only 6% of our ad spend would go their way.
So we started yesterday afternoon with a budget of $200, got approved, and waited as our budget just sat there. It wasn't until the middle of the night that our budget started getting eaten away, ya know, when people from the Philippines are online. Today, our budget has been used up. Guess where almost 90% of it went?
PH - The Philippines! Just like the video warned, we likely gained a bunch of fake fans who will eat into our real fan distribution when we make future posts.
We were featured on almost 400k feeds for $200, that is roughly a $0.50cpm - $0.50 per 1000 views. That's a much higher cpm than a lot of the ads on NG and a considerable % of what NG made in revenue yesterday. Facebook is making a fortune because advertisers go there for "targeted advertising" but as far as I can tell, the target is straight into the toilet!
No disrespect intended to actual human fans in the Philippines, let me know if you're one of them!