I don't know about the bot/fraud accusation, but do not listen to the conclusion here. Those bounce rates are not the overall average and it's irrelevant anyway

I don't know about the bot/fraud accusation, but do not listen to the conclusion here. Those bounce rates are not the overall average and it's irrelevant anyway. With any online advertising you need to track conversions. Optimize & spend based on those, not based on hearsay or anecdotes. Hearsay and anecdotes are for deciding to try it and Facebook is so big that you should try it anyway. There are unlimited examples of failed advertising campaigns on every single medium where failure can be seen measured. Most campaigns fail. They are a cost of doing business. Generalizing based on those would be very mistaken. Facebook is a new but giant ad program. The tools are still rough and "best practices" are even rougher. The consultants... That doesn't mean that good campaigns can't be run on facebook. Facebook allows campaigns to be run that would be impossible to run anywhere else. In some cases the ROI is ridiculous. In others it's one of few things that works. The number one reason for all these Facebook sux rants seems to be "it's not adwords." People want their adwords campaign to work on Facebook. If Coca Cola wanted to tell you that they're "the real thing" on adwords, it would be an uphill battle. A budget app on Facebook might be hard going on fb. Maybe not impossible, but it's a squeeze. If you want to advertise a local children's art exhibition taking place this weekend, Facebook ads will work like magic. 'Friends of friends of the gallery who live close by and have kids.' There is no other platform that gives you anywhere near the reach, relevance and context that FB gives you for a campaign like that. I would expect the "ROI" to be under a dollar per physical ass-through-door.