This report is so wrong it's painful. "Likes" are great, but that's not the most valuable ad type on Facebook. In fact, in our most successful ads, I intentio

This report is so wrong it's painful. "Likes" are great, but that's not the most valuable ad type on Facebook. In fact, in our most successful ads, I intentionally exclude people who have liked us (why would I pay to reach people who already know who we are?). Facebook ads have been the single biggest win for us of the past year, as we are seeing 80% of our Facebook customers are new to us. A useful framework I have used to explain to people the value of Facebook advertising is to imagine the internet as a hardware store. Someone goes to the hardware store because they need a hammer. Google would be the aisles with signs and directions to get there. Once they are there, and waiting to check out, they see things like gum, or energy drinks, or keys, etc., that they needed to be reminded that they wanted. Facebook is more like the checkout stand, as it can remind or introduce impulse purchases that the intent leveraged by Google intentionally excludes. Facebook is also much more similar to hyper-targeted television ads.