>I once liked a dance company on Facebook because I know the person who made their website. Now I see adverts for dance productions. That's not advertising gold

>I once liked a dance company on Facebook because I know the person who made their website. Now I see adverts for dance productions. That's not advertising gold; that's a waste of advertising money. I think it may be more subtle than that. - not all clicks are created equal: clicks advertised to people like you might be cheap, so why not pad out the "gold" budget with a few chances elsewhere? - the advertiser might be targeting incompetently and hoping for the best (possibly even succeeding!) - you might coincide with 90% of "gold" clicks --> still worth it - your demographic might be an experiment - etc. etc. etc. Marketing seems - to me - to have an awful lot of "let's make assumptions and test them" about it. With anything like that, you're going to reach people who aren't interested.