Re: Advertising: a business oriented-scam?
Facebook were generally overreporting the total views or total traffic. The traffic numbers they reported indicated that there was a lot more space for extra advertising to fill rather than the value of the advertising on the platform.
One of the clients I've worked for averaged out at 10% COS (£1 advertising -> £10 revenue) for CPC.
It's not about the grand campaigns (Old spice, Dear Kitten), a lot of advertising online is about getting the ad under the nose of somebody who is about to buy and ensuring they click on your blue link.