Since its establishment as a campus network in 2004, Facebook has developed into a global social network, which is now used by more than one tenth of the world’s population. In order to finance the immense costs for servers and development, founder Mark Zuckerberg had to find ideas to monetize the network early on. The basic orientation of “thefacebook” lends itself excellently to display advertising to target groups, because all users provide their hobbies and other important targeting criteria in addition to their gender.

So far, it is assumed that Facebook advertising is used mostly for brand building or in support of advertising campaigns. Thus, it distinguishes itself partly from Google AdWords as being just a section of SEA. Google offers its customers on the AdWords platform the option to place ads directly above the search results lists. It can be assumed that there is higher purchase intent for users who click on AdWords ads, while Facebook users click on a Facebook ad within the network probably less from an interest in buying but more from a general interest in a product or out of curiosity.

Facebook advertising is a classic marketing tool for branding or to promote campaigns. Through exact targeting, target groups can be addressed very precisely with advertising on Facebook. Since there is the possibility to direct to external landing pages on the WWW directly through Facebook ads, Facebook advertising can be used for short-term traffic increase similar to banner ad campaigns. At the same time, a brand can be established through additional banners on Facebook. The result would be more direct type-ins and the strengthening of the brand in search engines like Google.

If you strengthen your fan page through Facebook advertising, you can indirectly control the optimization of social signals because the stronger your fan base in a social network, the more Likes and Shares of your website you are going to have on the net.

Uses:
1. The Facebook Advertising Platform Offers Robust Analytics
2. You Can Micro-Target Your Exact Audience
3. You Can Create Ads Catering to Your Specific Objective
4. You’ll Reach Far More People Than You Ever Will With Organic Posts
5. Ads Allow You to Remarket to People Who Have Already Interacted With You
6. With Proper Targeting, You Can Get Clicks and Conversions for Cheap
7. You Can Easily Find New Leads With Facebook Ads
8. You Can Add a Custom Call-to-Action Button
9. People Are Almost Always on Social Media
10. You Can Easily Scale Your Content Promotion
11. You’ll Encourage Customer Loyalty