Facebook Ads - Are they worth it?

We're experimenting with FB ads. They aren't easy to just jump into. I recommend taking classes or courses, free if you can get them, or paying for them if you can't, and be ready to spend money to make money. In other words, FB ads (like AMS, now AA ads) are not for the beginner or the faint of heart.

I attended a couple of classes with a guy who sets up the ads for a living, for many businesses, and if you do it right, you need to either put in a lot of work, use some helper software apps, or both, to build and run many creatives and text sets, see what works, refine refine refine, until you get a positive ROI. It's not easy to get a positive ROI right out the gate.

I think of FB (and other per-click) ads as a separate skill set that complements indie publishing, and is about as complex in its own right. Anyone can do it badly, but to do it right there, are a whole lot of things that need to line up, not merely the ads themselves. There's how to exploit the ads too. One example is your decision where to send people who do click--a website, a landing page, direct to the vendor? And how do you get them to buy? Do you attempt to collect their contact info? Etc.. This is why many indie authors don't ever get it to work, and those who do can make good money.