Creating a Facebook Campaign Designed To Get Zero Clicks

Facebook typing.jpg

We had a thought experiment the other day. 

What if you wanted to create a Facebook Ads campaign that received no clicks, but still receives impressions? 

To give some background, we were testing some API notifications for Facebook data. As part of our process for developing the new feature, we needed a campaign that would generate a couple hundred impressions, but no clicks. Turned out to create some laughs around the office with the targeting we came up with. Here's some of the unique settings we used to create ads, we believe are destined to fail in terms of generating clicks.

To give some background, we were testing some API notifications for Facebook data. As part of our process for developing the new feature, we needed a campaign that would generate a couple hundred impressions, but no clicks. Turned out to create some laughs around the office with the targeting we came up with. Here's some of the unique settings we used to create ads, we believe are destined to fail in terms of generating clicks.

Bieber Loving Hunters Over 60

The first was men aged 62-64, who’ve shown interests in My Little Pony or Justin Bieber...and hunting. While we can assume there are a few pop music loving, relatively older bronies out there, we think they may not also be the hunting type.

Sophisticated, Opera Loving Hockey Fans in Northern California

The next were women aged 35-40 in Northern California, with an interest in Luciano Pavarotti, the boxed wine company Franzia, and who also commonly post about the hockey playoffs. Again, not a subset of people we think is incredibly common, but if they exist, I bet they have some interesting Friday nights.

Extreme Sport Enthusiasts That Love Daytime TV

Lastly, we came to 21-24 year old men, with an interest in All My Children, Dame Judy Dench and who frequently comment about street luging. Personally, I’m more of a The Price is Right guy, but other than that, I think I'd have a fun time meeting this group.

After running the campaign for a week under these settings, we accomplished our goal and received zero clicks. 

I wasn't surprised that we received no clicks since our ad text is designed to appeal to digital marketers, but I was surprised that we actually generated the impressions we needed with these settings. I thought we might have to start with these crazy parameters and slowly broaden our requirements. Turned out not to be the case and shows Facebook can be a viable platform to reach just about anyone.