I stopped advertising on Facebook a couple of years ago because the ROI just wasn't there, but using Google's Display Network I can easily get to 1.75 million i

I stopped advertising on Facebook a couple of years ago because the ROI just wasn't there, but using Google's Display Network I can easily get to 1.75 million impressions pretty quickly with a bid of $0.50 CPM (cost per thousand impressions). That means $875 could buy 1.75 million impressions. Facebook might be more expensive, but even if it's $1 per thousand impressions, that's only $1,750. I think the 1.75 million number in the article is incorrect. Ultimately, it comes down to this: people aren't on Facebook to spend money. They're on there to see what they're friends are doing and communicate. If a friend posts a cool link in their feed, sure you'll get a few visitors following that link. But if the link is in an ad to the right, people just aren't interested. This differs from certain aspects of the Google Display Network. For example, if you're on a Transformers fansite, you're probably there to geek out about anything Transformers. In that scenario, if you see a banner ad with a really cool Transformer's T-Shirt displayed on it, the ad almost becomes part of the content at that point. You're much more likely to click on it and actually be interested to see where it leads. (As opposed to accidental clicks, which makes up a huge percentage of cost).