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Advertising on Facebook

The self-service pay per click (PPC) ads on Facebook are structured similarly to PPC or CPM (cost per thousand impressions) campaigns at Bing/Yahoo! and Google — with three major differences.

First, all targeting is demographic or geographic rather than by context or search term. In other words, you can identify a target market by area of interest, location, or demographic feature, but not as a result of a search. Second, the ads have quite a low CTR, less than that of banner ads. Finally, you can incorporate an image into your ads.

You may want to think about using the ads for branding rather than for sales. Or, use the Facebook Ads for Pages feature to drive traffic to your Facebook fan page. (This is the one place where a Facebook URL is an acceptable landing page for a paid ad.) These engagement ads come with a built-in call to action to Like your page without the user ever leaving the ad.

Of course, you should cross-link Facebook with your website, blog, newsletter, and other social media pages. Use chicklets and Share buttons. Whenever possible, cross-post as well, especially between your blog, Twitter, and Facebook wall.

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