Facebook is a medium for brand awareness. It's just like the traditional TV adverts. You don't really expect the viewers to run to the store and buy your produc

Facebook is a medium for brand awareness. It's just like the traditional TV adverts. You don't really expect the viewers to run to the store and buy your product after viewing the advert. You want them to remember your product when they shop for their needs in your category. People are getting bad ROI with Facebook because, they are comparing it to the ROI to the ads on Google. Ads on Google tend to have much higher ROI because they usually represent users already in need of your category of product. This is like people handing you shopping brochures when you go to a mall. You are clearly out to shop and hence the ROI on brochures will be higher.