I can only share my own experience regarding how Facebook has benefited my business, which offers tutoring for licensing exams. For me, Facebook, is mostly a waste of time and money. On two different occasions over the past 10 years, I have used their advertising platform without any success. I do not think I generated any revenue through the advertising. How do I know? This is not an exact science, although I am sure I could track conversions. I have a tracking feature on my website which allows me to see visitors and their activity. The Facebook clicks usually visit the landing page and then leave the site. I can't be the only who company experiences this with Facebook ads. Personally, I don't think I have ever bought a product after using a Facebook ad.
For my business, Google is a much better platform than that of Facebook. I spend thousands of dollars per year but it is worth it, as people visit the site and sometimes buy services. The activity of a Google visitor has been very different from the visitors through Facebook. Google visitors spend more time on the website and sometimes visit a lot of pages, probably because they have a need and are looking to buy services.
Now, all of this is based on my own personal experience but I have to wonder how businesses benefit from Facebook ads. Facebook makes a lot of money on advertising so I guess businesses much think they are getting some value from it.
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