Facebook Offers Advertisers an Alternative in Pay Per Click Advertising

Historically, pay per click or PPC advertisers have been largely limited to search engine traffic and their respective content advertising networks

. While Facebook has been around for a number of years now, it has been quietly growing as an alternative to search engine advertising.

With search engine advertising, ads are targeted to viewers based on keyword searches. The result is a targeted response to the specific keywords that an advertiser has chosen. For popular keywords this can get to be a very expensive proposition. Aside from geographic targeting, there is limited ability to target specific demographic segments. For instance, Yahoo has started to offer demographic options for advertisers, but most of their search traffic is not identifiable by demographics. While that could change in time as more people provide personal information to search engines to build a user profile, for now Facebook represents the best opportunity to target a specific audience based on age, gender and interests.

With Facebook, when an advertiser sets up an advertisement, they are able to choose their targeted audience based on age, gender, sexual orientation, their relationship status and whether it is their birthday. In addition, ads can be delivered based on the language spoken and the interests of the Facebook user. Imagine being able to place a PPC ad for a bike shop in a specific city to people within a specified radius of that city who are interested in cycling. With Facebook that is possible. One can even target people based on their education level, school or employer to the extent that a user has input this information.

Another special feature of Facebook advertising is available to people who have set up a home page for their business or organization on Facebook. One can limit an ad to people who follow their business' page on Facebook or even friends of people who follow their business' page.

For pricing, Facebook offers both pay per click and pay per thousand impressions pricing. Since Facebook ads are not delivered based on a persons own search action, the click through rates tend to be lower and thus pay per impression is often not the best option for advertisers unless they are looking for a wider level of publicity.

Finally, if one is considering placing an ad on Facebook, be certain to fully review their terms, conditions and guidelines. Facebook is very protective of their viewers. For instance, ads with landing pages that feature pop-ups or which attempt to prevent users from navigating away are certain to be rejected. Taking the time to review Facebook's guidelines will help ensure that one's ad is accepted and live quickly. Facebook represents a different option for online advertisers that can save them money if they have a specific audience that they are trying to reach.

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Facebook Offers Advertisers an Alternative in Pay Per Click Advertising

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