Facebook is a crucial part of the online marketing arsenal of any B2C company. The precise nature of the targeting available means that adverts can be directed at precisely those who constitute your target market. Adverts can appear not only on the right hand side of the user's Facebook page but also right in their news-feed. A user's Facebook news-feed is perhaps one of the most visible parts of ad' inventory available anywhere on the Internet. In the below screenshot, see in blue a suggested post in the user's news-feed and standard adverts on the right hand side of the page marked in red.
Facebook knows a great deal about its users through the information they volunteer as well as the manner in which they engage with content on Facebook. Because it has so much information, the demographic targeting is extremely accurate which means your adverts only appear to those who constitute your target market eg ladies in Dublin interested in fashion between the age of 20 and 40.
You only pay when someone clicks on your advert.
Less companies advertise on Facebook relative to those that advertise on Google. This means less people are bidding up the price of clicks and so costs per click at present are far lower than achievable on Google. This has to be weighed up against the fact that people on Google are usually further along the buying cycle and so will convert at higher rates.