The other caveat here is that we know very little about volume. Nanigans would only say its impressions were in the "millions," but without a larger test bed of impressions, there's no knowing whether its results are representative of the bigger ROI picture – or if they will prove consistent across verticals and advertisers outside Nanigans customer base.
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Marketers should take the results with a grain of salt, since Facebook search ads are less than a week old. It's not uncommon for new media channels to cost significantly less immediately after launch, and then normalize quickly according to their performance.
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