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Great article! Our company is in the process of large scale social and SEM advertising tests. We are hitting key demos across a wide number Of geo targets. So far we are seeing significantly higher ROI from Google than Facebook, and have spent 5x less on AdWords in comparison. However, for our Facebook testing, we are only placing Sponsored Stories and fully omitting traditional ad units pointing users outside of Facebook. Im presuming the Q1 stat for Facebook CTRs in the article only reflects the traditional ad unit. What we are seeing with Sponsored Stories is an average CTR of 0.5% with certain buys as high as 7%. We are also seeing a 22% increase in email opt ins and a 26% upswing in Facebook page engagement. Hence, is there additional value to certain businesses for Facebook which is missing in the article? Per our results I would have to say yes, though ultimately agree that as a direct digital revenue driver, Google hits it out of the park. Would love thoughts and thanks again for all the insights!