In my opinion, because of AdWords, many companies now underestimate the importance and value of awareness and mindshare. I drank the instant-ROI kool aid too; I was Mr. AdWords from 2004 until 2010. We still do it, but we also know its limits. It can harvest the low-hanging fruit and look good in terms of attribution, but it can’t raise awareness affordably.There are people in SEO and PR who look down on ads. I understand that aesthetic, but it’s not as important as this opportunity. We know that organic Facebook without advertising is a tough road that’s becoming more and more impassable. Pages with millions of fans find themselves only reaching 10s of thousands with their posts. Adding advertising to promote your posts ensures you get 10-100x the exposure of page posting alone. We have one big national brand client that’s receiving $0.01 engagement clicks on several of their most engaging posts.