Also, the reason some advertisers don't have success on the network is because they're not using Facebook ads correctly. This is really an education problem on our part. Facebook excels at "brand advertising" while Google excels at converting leads into sales.

Think infomercial ad vs superbowl ad. Pepsi is not trying to sell you a soda during the superbowl. They want to sell you on a lifestyle choice: the idea that you should be drinking Pepsi instead of Coke.

Those are the kind of ads that work well on Facebook.