Out of curiosity, do you think this is because Google users were searching for something like your products, and FB users weren't? Or do you think it was something else?
Yes. No amount of demographic targeting will do you any good if there was no shopping intent. At least for apparel & other goods that don't offer immediate gratification.
Also out of curiousity, did your 200k come from facebook ads or from your facebook community (fanpage)? I would think that in the apparel business future engagement would be relevant, ie seasonal lines, sales, etc.
