Of course this gets around the fact that the clicks on Facebook adverts are much lower than the click through rate on Google ads, even if Facebook do claim that their targeting and relevance is superior.
My take on this, if you want a direct response campaign - don't use Facebook.
If you're a huge brand and want to do a brand awareness campaign - then do!
A nicely timed release, given Coke's statement yesterday about social's zero impact on sales! (See our post from yesterday).