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Originally Posted by TheSquealer
Uhm... no. Facebook costs more because the targeting is vastly better, making it infinitely easier to target your exact demographic. You can target by sex, age, marital status, their political affiliations, things they like, their hobbies, their home town etc etc etc. The list is long and the options many. By the way, Facebook is another example of mainstream fortune 500 companies getting burned time and time again because they don't understand media buys. There is no shortage of large companies complaining about ads on facebook and no shortage of kids at home making 100k a month off that same traffic. In fact, there is probably no other ad platform online with targeting that is that good. Same with Google (depending on keyword areas) and also because some areas are worth more than others... ie "dog food" is not worth anything near "mesothelioma attorney".
You are confusing "cost per click" or "CPM rates" with "value". A cost per click or CPM is always relative to what a buyer can make off of it. That is determined by overall traffic quality and targeting options.
The idea that people are out there just throwing up ads to get eyes on a product is not only retarded, but it is an idea that came in 1998 and went out with the .com crash right after.
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Conversion ratio is better on Facebook, Google due to that targeting. Doesn't matter if conversions aren't as good as mainstream traffic if the price of the adult traffic gives you substantially more traffic to make up for the lower conversion rate. So just depends on the spread. If double the adult traffic for the same price then yeah better to buy facebook/google traffic for mainstream shit, but if ya find an adult source giving ya a substantial difference in volume for the same price then there is room to make up for the lower conversion rate. All that matters at the end of the day is how much did I spend and what was my return. Whether that comes from lower volume quality targeted traffic or higher volume less targeted traffic is up to your testing to decide which campaign puts more profit in the bank at the lowest cost.