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It's my experience as well that Facebook pages work extremely well for small stuff, also geared towards women - I've seen shoes, bags, jewellry and arts & crafts in particular be extremely succesful, mostly thanks to viral campaigns. Facebook should try to monetize that (and it actually started doing so with promoted posts and such) instead of facebook ads which, as mentioned, are awful.

My own Facebook ad campaign got us zero conversions, as opposed to Google campaigns. BTW the Google campaign on mobiles was as awful as the Facebook campaign.

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