This is a myopic article. I challenge any marketing channel to drive instant real world sales for a brick and mortar retail store. It just doesn't happen like

This is a myopic article. I challenge any marketing channel to drive instant real world sales for a brick and mortar retail store. It just doesn't happen like the article expects with its naive assumptions. It is too early to measure the success of the ads in a real world scenario. These pizza ads are very much about exposure (and not BUY NOW) but the article presumes that the only metric of success is people running out the door, getting in their car and buying pizza immediately after seeing the ad. This behavior isn't reflected in other media, such as TV, magazine ads, billboards, PR, etc, so why hold Facebook to a higher mystical immediate marketing standard? Online ads can indeed drive immediate sales but that is for online businesses where there is buying intent, and this pizza store clearly isn't in that category. Another aspect overlooked is that unlike a google ad or magazine ad where you pay per exposure/view/instance, these Facebook ads serve a lead acquisition strategy that can be used multiple times. Pay once to acquire the customer, then market as much as you like for free. Once you have the customer as a "fan" you can market to them every week or even every day making the original investment much more valuable. Marketing is about repetition and exposure so it may take X Facebook posts before the consumer receives sufficient exposure.