One problem I see with people bashing Facebook ads is that it is definitely easy to burn money quickly on Facebook chasing things that seem profitable. For exa

One problem I see with people bashing Facebook ads is that it is definitely easy to burn money quickly on Facebook chasing things that seem profitable. For example, we found some very small targeting groups that generated extremely good CPAs initially, but they were so small that once we saturated them, our overall CPA skyrocketed. Once we established what was risky and what was less risky, we've been able to keep our numbers strong - mainly by using Custom Audiences, lookalike audiences, and competitor segments. Facebook also takes much more active management in terms of turning ads on and off than SEM ads. However, a huge pain point for those of us in places where we seem to have come close to maxing out growth from search. Facebook has helped us address this, since it seems like there is a substantial portion of Facebook users who simply haven't heard of us, and Facebook is way cheaper than TV ads.