What is your CTR? I just started an ad campaign on FB and it's been only a week so I'm still tweaking my ads. The highest CTR I have gotten is 0.19 for males and about 0.12 for females which is paltry. My ads are in the online dating space so I would have actually expected a higher rate. The ads are not cheesy or shady so I'm a bit puzzled by this actually.
If your targeting the long tail on Google then those click through rates are terrible in comparison. I guess it depends what your advertising, facebook are always going to be lower because people aren't generally looking for anything.
There is no comparison between search (long tail) and Facebook display ads. Apples to oranges.
But how would it be "terrible in comparison" anyway? Say your long tail keyword gets you 50% CTR of 10 impressions a month. And say your Facebook ad gets you .05% of 20,000,000 a month. 5 clicks vs 10,000 clicks. Doesn't look so bad when you think of it that way does it? The CTR has no relation to quality in comparison of Search vs Facebook ads.
Granted the long tail search keyword would probably yield better conversion rates but that's not the argument you made.
By in comparison I'm more comparing say having 20,000 long tail keywords with having a facebook ad driving people either to one landing page or some key landing pages. It depends on your business, if you can create ads in this long tail way then search will easily return a better ctr, if your are sending people to a small bunch of landing pages from a small group of keywords the result will be a lot closer.
