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That is correct. Facebook campaigns don't work for actual conversions. But it is in large part due to the casual way most users navigate the website; which is not going to change. Fake accounts or not you will get a large amount of users that have no relation to your product 'liking' it. This is not necessarily bad. I am not sure if this still applies to USA because of the people that have been leaving Facebook lately. But in my country (Mexico), Facebook is used to give 'presence'. We don't expect any actual ROI or new customers directly from Facebook campaigns, but a user looking at a high number of likes does make a difference in trust perception.

That said, this problem is not present in Google because of the way they present the ads and the way users are navigating when they find them. I believe for this reason Google will always have a great advantage over Facebook and although we won't stop spending a small amount of money to keep a higher amount of likes in Facebook it won't be near as much as we do for Google.

For the same reason, that Facebook's reaction to ads is based in the way users navigate the website, I don't think Facebook will never get a ROI similar to Google.




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