A friend made a point yesterday:
With Google, you're looking to buy a widget, see an ad for Franklin Widgets, think "I'll try a Franklin widget" and make a purchase.
With Facebook, you're looking to find out what your friends are up to, see an ad for Franklin Widgets, think "get out of my way, Sue just posted a picture of her cat", and don't make a purchase.
This is why Google is more valuable than Facebook for advertising.
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