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Why Facebook advertising is so misunderstood

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Yes, Facebook ad performance is "abysmal" compared to other display or pay-per-click ads, says Michele Warther, Webtrends' director of community on the company's blog. But what should really matter to you is your goal, she says, which can change significantly if you're a direct marketer, or perhaps someone looking to scare up leads, or one who's main focus is on brand reputation and awareness. Targeting and depth of relationships make comparisons apples-to-oranges, declares Warther, so focus on your goals first rather than on your ads' performance.
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