#2 doesn't require them to do anything special, Facebook ads are driven off user demographics and not page context.
Google brings us a few hundred a day, consisten conversion.
Apparel retail. FWIW.
As far as I'm concerned FB traffic is junk. Comes handy for load-testing though.
Search is the optimal context for presenting an ad -- you have the chance to make an impression to a person who is looking for information about something right at that moment. If you can get the right ads correlated to the search terms, you're handing the user a URL to information they're already looking for.
In most other situations, ads are noise -- they're a distraction from what the user really came there to pay attention to.
In the case of Facebook, it's the user's friends and interests. Which means your real goal with a FB campaign is to get people liking/following you. Buying comes later.
Our suppliers/vendors have exclussive right to brand management.
Were you doing multi-channel tracking ? - it's much more important when you're going after passive traffic sources in general.
Still, by far the best conversion comes from direct interaction with my community of potential users.
FB traffic is not very good if you don't optimize and tweak your campaigns to find what works best, but 200k uniques and no conversions is insane and I'm sure you could make that work much, much better; and I have data to prove it
disclaimer: I work for one of the first fb ads API tool vendors, but I'm an engineer, not a salesperson :)
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