Interesting. I can imagine how ads on such searches would do poorly!
We sell custom bottle caps, and usually people searching for terms in that area are looking for something like us (or us in particular) and are ready to buy. So search advertising is good for us; but even targeted to home brewers we didn't get much traction off Facebook, where people aren't usually looking to buy. It was worth a try, but not a good fit for us. I do think it has some general branding/awareness use, but that's hard to quantify, and we don't really need that right now, certainly at FB's prices.
We sell custom bottle caps, and usually people searching for terms in that area are looking for something like us (or us in particular) and are ready to buy. So search advertising is good for us; but even targeted to home brewers we didn't get much traction off Facebook, where people aren't usually looking to buy. It was worth a try, but not a good fit for us. I do think it has some general branding/awareness use, but that's hard to quantify, and we don't really need that right now, certainly at FB's prices.