lexipixel - 9:59 pm on Nov 21, 2010 (gmt 0)
"Their intention is "checking in", not "in purchase mode"
I find the same is true of Google, (and have done split testing to back it up). If someone goes to Google for "information" or "research" they are not "in purchase mode", even if they are researching for a (future) purchase. When researching they are most likely to click organic result looking for reviews, comparisons, product specs, etc.
When they are ready to buy they click (Adwords) ads.
More interesting maybe is the fact that a visitor arriving at an ecommerce site is 3 times as likely to buy if they arrived at the site by clicking an ad than if they came from an organic SERP click.
This is NOT true of "big brands", e.g.- someone looking for "BRAND-X" will follow an organic SERP link and buy if the domain name is (WWW.)BRAND-X(.COM) -- which should be #1 in the SERPs.
I 100% agree that people are not shopping, reviewing or researching [purchases] on Facebook -- and about the only thing you could sell are computer games, music or other pop-trend purchases. About all FB advertising is good for are branding campaign -- and even then, the limited design options for their ads do not let an advertiser create ads that are consistent with other forms of online advertising.