12/09/2021                                                                            
                                    
                                                                            
                                            Facebook’s advertising platform is a vehicle worth exploring. The tool allows you to place small display type ads in the right sidebar of pages and profiles. At this point it’s not as effective in pure response as well targeted Google AdWords campaigns, but it’s not really the same kind of vehicle and you won’t find AdWords in Facebook, at least for now.
Target
One of the best things about Facebook advertising is the ability select who sees your ad using a number of variables, including keywords. You can target by geography, age, gender, education, relationship status, workplace and keywords. (I know someone who wanted to send a birthday message to his wife and targeted so narrowly that she was the only who would see the ad.) Demographics are pretty straightforward, the real trick is expanding your keywords to the point where you have a large enough audience to get the job done.
Attract and Engage
The first thing you must do is decide whether you want people to be directed to your own web page or something on Facebook like a Page, Application, Group or Event. If you are already the administrator of your page, Group, Event, or Application, you can select it from the drop down option. The thing that’s nice about using ads to promote your pages and events is that Facebook puts a “Become a fan” or “RSVP to this event” button right in the ad.
Budget
Facebook advertising works a bit like AdWords in that you bid for keywords and compete to get your ads shown. How effective you are at this depends upon the competitiveness of your keywords. You can choose between a cost per click (CPC) model where you pay only for clicks or a cost per thousand (CPM) model where you pay per 1000 ad views. Most research I’ve read suggests that the CPC model is slightly more effective in terms of ROI.
Test
No matter where or what you should always test your advertising. Online applications like this make it pretty darn simple. You can and should create multiple ad versions. Once you create an ad you will have the ability to create similar ads and run those as well. You’ll be able to easily view which ad is performing the best based on clicks. Facebook does need to approve your ads so make sure you are familiar with their guidelines.
Analyze
Once you create and launch your campaigns you need to start tracking and tweaking. Facebook has a tool that gives you some information on actions taken inside the Facebook platform. So, if you are running an ad for an event or page you can use the Facebook Insights tool to monitor interaction.