The Great Outage of 2019 forced Facebook advertisers to take a big bath last Wednesday, and there’s little hope that the social network will make good on any potential losses. Even if it did, the recompense would likely be small.
David Herrmann, co-owner of Social Outlier, a social media agency that he says handles about $400,000 in daily ad spending on Facebook, was one of the marketers locked out of Facebook Ads Manager when it went down with the rest of the social network and its properties for at least 12 hours.
“I was just locked out, seeing the credit card spending all this money,” Herrmann says. One client’s account spent the usual $19,000 in ads, but only generated $2,000 in sales as a result, when it typically clocks $40,000 to $60,000 from its Facebook campaigns each day, Herrmann says. “The shutdown created chaos in the auction,” he says, adding that some advertisers were paying $270 for ads that typically cost $30.