Is your target audience on FB? That's question number one. Number two is whether there's anything relevant you could put in front of them that would stick or g

Is your target audience on FB? That's question number one. Number two is whether there's anything relevant you could put in front of them that would stick or get some engagement. Also, for most paid social efforts you need the ability to look at attribution across channels. Oftentimes paid social plays more of an awareness role that makes it look like it doesn't perform worth a damn if you are comparing it on a last click basis to say, paid search.