In the old days of search marketing, it was about tricking the dumb robots–buy links, cloak, spin content, or whatever trick you could pull.
And then came the old days of Facebook marketing (up through 2014), which was also about tricking the dumb robots–arb out placements available only via Power Editor, run weighted average fan acquisition campaigns internationally, pollute a competitor’s remarketing campaigns by sending garbage traffic, scrape Facebook user IDs to generate custom audiences, roll up applications to build your email list, run sponsored stories with messages fans never endorsed, move text to bypass the 20 percent rule and the list goes on.
Sounds like a bunch of mumbo jumbo"
Good–that means you’re not one of the people who are about to get slaughtered. Maybe it’s people on your staff or some of your vendors. Seeing the forest from the trees, the smart Facebook advertiser no longer salivates like happy dogs hearing dinging bells. Ride the gimmick game from tactic to tactic–and as each trick exhausts, you are a junkie in search of your next fix. As we said before, Facebook has now largely solved the optimization challenge for you.
Choose your business objective, load up your content, connect your audiences–that’s it. Put the money in the machine and Facebook itself does the optimization. But you’re still responsible for your goals, content and targeting.

This kills the single-channel marketer ...