Recently, Twitter rolled out a new effort to build up their advertising business. Now you can purchase ads that will reach users based on the keywords in their recent tweets as well as the tweets they’ve interacted with recently. Today we’re going to go into some detail about this new feature and talk about how useful it might be to you.
In other words, we’re going to tell you why you care.
We might also talk about ice cream because it’s May now and summer is coming!
What is keyword targeting?
Keyword targeting is a way for brands to show ads to users based on specific words in their tweets as well as words in tweets they’ve interacted with recently. In this way, people can be targeted based on things they’ve already said they’re interested in. As Twitter explains it, marketers can “reach users at the right moment in the right context” instead of trying to reach them on the basis of geographic location or demographic information.
This does not mean you’ll see more ads on Twitter
Twitter promises us that this won’t mean that every time we tweet something we’ll see an ad for something related to it. It just means that we’ll see more stuff related to things we actually care about. We’ll still be able to ignore Promoted Tweets, but we might not be as likely to ignore things since the ones we see will be more relevant to us. And indeed that is the hope behind these changes. Twitter hopes that this new feature will make people a lot more likely to engage with Promoted Tweets.
And this is why you care: people who are already interested in what you’re saying will see your tweets.
Pretty freakin’ sweet, right?
Speaking of sweet…
How it works
Twitter uses the example of advertising concert tickets to explain how this all works, but we’re going to talk about it in language that more of us can understand and appreciate: ice cream.
So let’s pretend that a user tweets about totally digging red velvet cake, and it so happens that YOU just added that flavor to your ice cream menu. You can run a geotargeted ad campaign using the keywords “red velvet cake” with a tweet that links to your ice cream shop’s website. That tweeter, having expressed an interest in red velvet cake, will now become aware of the glory and the wonder that is your newest flavor— red velvet cake ice cream. And it’s all because of this keyword targeting business.
How to do it
Setting up a targeted keyword campaign is easy peasy. First, you do your research and come up with the keywords you’d like to use (in our example that might be “red velvet cake,” “red velvet cake ice cream,” etc.). Choose whether you want to use phrase match or unordered keyword match. Next, you pick from other targeting options like geographic location, gender, and type of device. Your promoted tweets will then appear in user’s timelines when they mention any of your keywords or interact with other people’s posts that contain them.
It’ll be interesting to see how this takes off, but we think it sounds like it’s going to work really well. Folks who have already tried it are giving good reports, but we’d like to hear from any of you who’ve given it a whirl.
How did it work for you and would you do it again?
So, you’ve read our post about Google AdWords and Facebook Ads and you’ve decided to go with advertising on Facebook. But now what? They have so many products! There are Promoted Posts, Sponsored Stories, Page Post Ads and Marketplace Ads, but what do all these things do? It’s overwhelming!
Not to worry, GLAD WORKS friends. We can sort this out for you.
Let’s dig in and take a look at Promoted Posts and Sponsored Stories—the two things we think you’re most likely to be interested in to start out with.
A year ago this May, Facebook rolled out Promoted Posts, which gives businesses a chance to pay to get their content in front of more eyeballs. Since only a very limited percentage of your page’s followers actually see your posts come up in their news feeds, using Promoted Posts makes sense if you’ve got something you really want people to see.
The cost to promote a post varies based on your geographic location and the number of people you’re reaching, but you can spend anywhere from $10 up to $100 to make the magic happen. If any of your followers interact with your post (by sharing, liking, or commenting), a higher percentage of their friends will also see it.
Promoted Posts show up exclusively in news feeds and you can purchase them right there on the post. Just look for the “Promote” option at the bottom right hand corner of each post. You’ll have a few options for how much you want to spend as well as an estimate of how many people will see your post.
Another way to get your content in front of more Facebookers is to use Sponsored Stories. Sponsored Stories are built around user activity. As an advertiser, you pay to highlight an action that users have already taken. That action appears to the user’s friends either on the sidebar or in their news feed. An audience that’s not connected to a brand page themselves or through a friend will not see a Sponsored Story.
The goal of a Sponsored Story is to get more users to take the same action that a friend has taken. So, if for example someone Likes a page, the Sponsored Story will appear either in the news feed or sidebar of that person’s friends, hoping to inspire them to follow suit. Think of it as being like “word of mouth” advertising.
There are different kinds of Sponsored Stories:
- Page Like Sponsored Stories appear when a user has liked a page
- Offer Claimed Sponsored Stories appear when users have claimed an offer
- Sweepstakes Sponsored Stories show up when someone has entered a sweepstakes.
You can purchase most Sponsored Stories through Facebook’s self-serve ad tool.
Which is right for you?
Well, that depends on your goal. If your goal is to remind your existing fans that you’re still alive and kicking, or to spread the word about something awesome you feel the world needs to know about, Promoted Posts are a fantastic way to do that. You have to have more than 400 likes on your page in order to use the Promoted Posts option.
Sponsored Stories can help you grow likes on your page, but it can also help you when you’re running a promotion on your website or hosting an event. For example, if a user signs up to go to an event you’re hosting, that story will appear to their friend who will hopefully say “Oh! That sounds like fun! I want to go too!”
It’s tough to say which one is right for you since every audience is different and the answer isn’t so clear-cut. It might make sense to dip your toe in the water a little bit and go with a Promoted Post first. If you don’t have enough followers, then a sponsored story might be the way to go toward getting your message out while giving you a chance to attract more likes to your page.
Whichever you choose, be sure to use it strategically and then track your results. Not everything is going to work for every audience, so keep testing to be sure you’re not wasting your time, money and effort on something that’s getting you mediocre results.
If you’re thinking about investing in some pay per click advertising, but you’re not sure if you should start with Google AdWords or Facebook Ads, then this is for you!
We can help you get it all sorted out so you’re on your way to a solid plan by the end of this blog post!
As it turns out, Google AdWords and Facebook Ads are both good, but for different things. It all depends on what you intend to do with your ad. So, the first thing you need to do is establish your goals. They’ll help you determine what the best fit will be since even though there are many similarities between the two, the web audience for Google AdWords and Facebook Ads behave differently.
But before we get into how they’re different, let’s talk about how they’re alike.
Google AdWords and Facebook: more alike than unalike
Both advertising platforms share some basic things in common. Both have massive audiences and both offer self-service pay-per-click advertising. They’ve also got free marketing tools like Google Places and Facebook Pages. But perhaps the best thing about both of them is that they each allow you to run highly targeted ads to very specific folks based on geographic location and other demographic data that they’ve collected about their users. However, as similar as they are, they work differently.
What’s your goal?
Having a well thought out goal for your ad is super important. If you’re heading into it with a shot in the dark approach saying, “I’ll just pick one and give it a try” it’s probably not going to work the way you want it to. So, ask yourself if you’re wanting to build brand awareness or if you’re hoping to get more visits to your website.
The answer to that question will determine if you should go with Google AdWords or Facebook Ads.
When to use Facebook Ads
Let’s say your goal is to build brand awareness or to get a specific message out to a certain group. Facebook Ads are your best choice here because these ads are highly targeted to folks who may be interested in what you’re offering at some point. Facebook users are generally there to catch up with friends and look at cute kitty pictures. Nobody is really looking to buy something right then and there when they’re on Facebook. This means that fewer people are going to click on your ad since they’re on Facebook for another purpose. With Facebook Ads, the demand is created by the ad. Think of it as planting a seed. Just as it takes time for a seed to grow, it may take time to see results this way. But as people develop a need for what you have, they’ll think of you because they saw your ad.
When to use Google AdWords
With Google AdWords on the other hand, the demand is already there—the seed has already been planted and the consumer is searching for what you’re offering. This means that more people are going to click through to your site and possibly purchase something because you came up in a search at the exact time they were looking for you. Google AdWords can capture their intent right away and send them over to your site. So, if you’re trying to get some traffic, this is a good choice.
What’s easier to use?
We tend to think that Facebook has the advantage on this one since more people are accustomed to Facebook’s user interface. Google AdWords can be overwhelming because of all the fancy features and functions, so if you find yourself crying in the corner after trying to do this yourself, you can always call us. Nobody’s going to think you’re silly for needing the help because it can be tough to navigate this stuff!
The short version
If your goal is to get some business quickly, then Google AdWords is the way to go. If establishing brand awareness and visibility is what you want, then go with Facebook. Of course, nobody says you can’t choose both! That would be ideal, but if you’d prefer to be conservative for now and just dip your toe into the waters a little bit, use your goals as your guide and see what happens. You can always try your other option later.
This year’s Super Bowl seems to have generated more buzz than in years past. Advertisers are coming back full force, spending upward of $4 million for a 30-second spot. That’s up 90% from a decade ago! This year more than in years past, we noticed quite a bit of buzz building even before the Super Bowl. People are even still talking about the ads a few days later!
Advertisers seem to be raising the bar, and many people who previously did not care about the game are pulling up a chair to see the commercials (and the half time show, of course).
Some companies, aware of this phenomenon, make very wise use of that incredibly expensive screen time, creating memorable ads that not only entertain, but stick in the minds of those who watch them. But what happens if that attention draws a negative reaction? What happens if what sticks is a bad vibe associated with a brand? Are those dollars wasted?
These are the questions we found ourselves asking after seeing the reaction the GoDaddy ad got during the Super Bowl.
Take a look if you haven’t seen it and we’ll see you on the other side.
The first thing any good commercial does is get attention, and GoDaddy has a history of doing this through racy commercials. In 2008, their first Super Bowl commercial was rejected for being too racy, but the one that did air made sure viewers could find it online. By the end of the game, 1.5 million people visited their site! Clearly, shock and awe works for them, and this year was no exception. Some folks thought the kiss between a gorgeous model and a nerdy guy was gross, some thought it was too racy, and some just laughed. The stars of the commercial even appeared on the Today show the next morning to talk about the “controversy.” But is there truly such a thing as bad buzz?
In this case, we don’t think so. The folks at GoDaddy are pretty stoked right now and we love that they’ve kicked up a little dust and gone for the gusto. Somebody’s got to push the envelope!
This has actually happened to us when we worked on a 30-second TV spot for the Providence College Friar’s Men’s Basketball Team. We tossed around a few ideas here and there, some safe and traditional, some a little edgy. In the end, we decided that edgy was the way to go. The spot caused quite a stir and raised a few eyebrows. It aired after some of the basketball players had been involved in a much talked about off campus brawl. To some, the tough Friartown image we portrayed in the spot was too gritty, especially in light of the unfortunate incident. Others loved it and thought it was just as fierce as the illustrious team it aimed to promote.
Either way, whether folks liked it or didn’t, it did its job. It got attention and made people talk. Providence College was actually happy with the spot because it started conversations and ultimately put some buns in the stands at the Friar’s games!
We were excited to be part of a buzz generating TV spot, even if it wasn’t well received by everyone. In the end, the important thing is that it got attention and generated excitement about the Friars.
In this way, negative buzz is just as good as positive buzz.
We think the GoDaddy buzz is also a good thing. We’re just jealous we didn’t make the commercial ourselves. We would have loved to have met Jesse Heiman and Bar Refaeli, the stars of the commercial.
Besides, it’s fun to kick up a little dust every once in a while…
What do you guys think? Was the ad a bit much for you? Is there such a thing as bad buzz when it comes to TV ads?
You know, this is going to sound a little whacky, but we have a lot of respect for Friskies as a brand. Yes, we realize they sell kitty chow, but it’s the way they do it that impresses us.
Friskies started out in 1930 when the Carnation brand was struggling to sell canned milk during a time when need for such a thing was dwindling. In an effort to diversify their products, Friskies dog food was born. It was a great seller, and a few years later, they decided to add cat food to their product line. By 1960, Little Friskies was such a success that they decided make Friskies exclusively a cat food brand.
And here’s where things get interesting.
How do you sell pet food to people? Who cares what flavor the food is or whether or not your cat thinks it’s tasty? When Friskies started out, people were just looking for something to feed their cats. They didn’t care so much about whether or not it made their cat happy, so long as they weren’t hungry anymore.
So, people just needed something to fill that dish and get kitty-face out of their hair. Even though they didn’t enjoy quite the social status they do today, people still loved their cats and wanted good things for them. Friskies was able to capitalize on this, and eventually transform the social standing of cats in households from beloved pet, to humanized member of the family.
By personifying them.
It started out with some genius copy (Who says copywriters aren’t important? WHO? They make the world go ‘round, baby!) and it snowballed into where we are today.
Friskies made it important to care whether or not your cat was having a satisfying gastronomic experience when she ate. They did this by using words you’d use to describe a human experience. Referring to a cat as “she” instead of “it,” helped a great deal to humanize them. Friskies gave cats preferences by saying things like “cats love the true fish flavor.” Suddenly, instead of simply dumping food into a dish, you’re actually doing something that makes cats happy!
Friskies described their flavors as “irresistibly delicious,” and they referred to their food as a cat’s “favorite.” These things all combined to help transform cats into consumers with strong preferences and human feelings.
Fast forward to today, and the humanization of pets is what drives the pet industry. Cats in many households these days are treated as equal members of a family and it’s largely due to the advertising efforts of pet brands.
Last year, Friskies took this humanization of pets to a whole new level by creating the first ever game app for cats. In the game, objects appear on the screen of an iPad, iPhone or Android for cats to bat at or try to catch. Not wanting humans to feel left out of the fun, a more recent app allows owners to compete against their cats. This sounds silly, but think about how genius this is. It’s never a bad thing to encourage bonding with your pet, especially if it makes you want to buy more stuff for that pet!
Recently, Friskies decided to take a stand to “end cat boredom” by developing a campaign featuring great videos hosted by Chris Parnell. He urges pet owners to help fight this epidemic with Friskies cat treats. The ads direct consumers to the Friskies Facebook page to learn more about how they can help.
In February of this year, Friskies further proved that they are dedicated to making life fun and exciting for cats. They built Friskies Plus Playhouse; a colorful residence for shelter cats that featured a pond and a touch screen floor. The lucky cats who got to live there for two weeks were broadcast live on the Friskies Facebook page. The Friskies Facebook community was then given a chance to interact with the cats through Facebook by remotely controlling several toys and webcams. This was meant to be a way to inspire new ways to play with their own cats at home—or better yet, adopt a shelter kitty!
Not only is Friskies a brand that’s willing to adapt their advertising strategies to fit a changing market, but they actually work to change our culture in the process! We think Friskies is a wonderful example of how advertising does not only have the power to sell products, but it can actually influence and change our culture in sometimes surprising and unexpected ways.
So of course everyone here watched the Super Bowl.
Great game, right (even though Brady’s game-ending Hail Mary fell short of being epic)? But what about the commercials? They were pretty killer this year and we took notice of the amount of humor that was used considering the current mood of the country. Maybe advertisers felt like we could all use a little comic relief during the Super Bowl this year. After all, it’s supposed to be fun, so why not, right?
But with all the amazing stuff we saw, there were a few commercials that stood out as our favorites. Here’s our perspective on the offerings from Sunday. Pay attention GLAD WORKS friends! There’s a poll at the end!
Ooooo…a poll. Everyone loves polls.
Sketchers “Mr. Quigley"
We thought this one was amazing! Maybe it’s because we’re partial to dogs, little ones in particular, or maybe it’s because the only thing we like more than little dogs is little dogs wearing outfits, but this one hit our funny bone in a big way. The sneakers just slay us!
Doritos “Cat Killer”
Has anyone ever noticed that TV commercials love to portray men as total boobs motivated mostly by food and/or sex and/or beer and/or trucks? Well, this commercial didn’t disappoint! Here’s your stereotypical guy being bribed by a dog with a couple of bags of Doritos. Perfect!
Doritos ”Baby Slingshot”
Not to be outdone, Doritos went big with their TV visibility and delivered a second crowd-pleading spot. What knocked this one out of the park for us is the music while the baby is flying through the air and the Dorito the baby holds up right at the end as if to “chuck the bird” at that snotty kid who was teasing him. Later, Nicki Minaj did it for him during the Half Time Show. We like to think that’s because she was feeling this commercial too!
Teleflora “Valentine’s Night”
Back to guys being motivated by S-E-X, what about this commercial for Teleflora with Adriana Lima! WHOA! No doubt it went head-to-head with the party food for attention of the male audience. Do you think it was a little too racy, or was it doing the women of the world a favor by getting the point across to those reluctant valentines in their lives?
M&Ms “Naked Party”
This one killed us when the silly M&M stripped off his shell and started dancing naked on the table. He kind of has a point though: the brown ones are just naked looking! Nobody likes the plain brown ones, do they? Everyone knows red ones are the best!
And in the midst of all the silly, there’s the moving and inspirational and somewhat political commercial from the Detroit automakers. Featuring Clint Eastwood delivering a rousing half-time pep talk to the country, we bet Obama dropped his bowl of chips right on the floor! That probably made his day no matter what team he was rooting for.
And now it’s time for a poll!
What commercial gets your vote? Leave it in the comments!
Deck Your Website With Boughs of Holly... And Some Other Seasonal Advertising Ideas That Will Rock Your WorldWednesday 11/2/11
Now that Halloween is over, you know what that means, GLAD WORKS friends!
It’s time for all the other stuff—Thanksgiving, Chanukah, Christmas, Kwanza, Festivus, Wintereenmas, New Year’s, what have you! It’s nothing but fast-paced action from now until 2012, so we thought we’d take this opportunity to share some of our seasonal advertising ideas with you.
You may think this is a little outdated, but it’s still a cool idea: Company Christmas Cards. With everything being done electronically these days, don’t you kind of miss getting fun stuff in the mail? People love getting cards! If you want to avoid the whole December rush, you could always send out Thanksgiving or New Year’s cards, too. Hardly anybody does that so you should definitely consider it if you don’t want to risk getting lost in the pile of other holiday mailings. Of course, as always, we’re willing to help you with all of that. We even create personal cards for people to send to friends and family! We strive to make everyone look beautiful, not just business owners, you guys. Oh, and if you really wanna take it over the top, did you know we can design customized postage stamps for you?
Make it Personal
Ok, so you’re not too cracked up about the idea of a holiday card. That’s fine because you can personalize just about anything under the sun and distribute it amongst your many wonderful and loyal customers. You can go WAY beyond pens and calendars here. You can personalize M&M’s, or you can paste custom labels on bottles of champagne for New Year’s Eve. The options here are nearly limitless, so basically, if it exists, we can help you figure out how to get your logo on it.
Email Marketing Campaigns
Email marketing campaigns are easy and inexpensive ways to reach out to your customers. Holiday and season changes are a great time to send out special offers and promotions!
Deck Your Website with Boughs of Holly, Fa -la -la -la -la…
You know how Google always has something cute going on with their logo? Did you notice the Halloween thing they did on Monday? That was cool, right? Those wily Google people! You never know what to expect! Your website can be full of pleasant surprises just like Google. This is a really fun thing to do, and it gives your visitors something to look forward to when they hit your site. You don’t even have to make this a once a year thing--you can do it for every holiday if you want to. You can even do it just…because! But as long as we’re being so festive right now, why not take it a step further and change your Twitter page too? You can really go nuts here and it’s not going to cost you very much to do it either.
Videos and Stuff
TV Commercials and Radio Spots can be great at this time of year, but have you also considered creating a video card to send around via email and or post on YouTube? Have you ever gotten one of those cute little animated email cards that you just had to forward to someone because it was just so cool? Those can go viral pretty quickly, and some of them circulate for years. We’re just saying.
When it comes to making an impact during the holidays, all you need is a little creativity and a willingness to have a little fun with it. Whether you have a big budget or a small one, you have lots of options to choose from—but hurry! It’s time to get moving if you’re going to make a splash this holiday season!
Ahhhh…viral ads. They’re fun, right? Don’t you love it when you sit down to your computer to find that some lovely person has shared a gem with you?
In fact, if it’s really good, you might even share it with a bunch of people and then they do it too, and before you know it, everyone has seen the viral ad du jour.
Do you find yourself wondering how you yourself might come up with viral content? If only you knew a 20-something year old hipster with a flair for avant-garde filmmaking or had a kick butt ad agency to help you, your content would be contagious in no time!
Well, lucky for you, you DO know a kick butt ad agency!
While there’s no exact formula for making a viral ad, there are some tips and tricks that help increase the chances. It’s important to remember though that even if your ad follows the formula and does all the things it should, it still may not go viral because there’s some luck involved in this endeavor as well. Let’s say for example that the Internet loves cats and bacon (because it totally does!). You could make a hilarious ad featuring both of those things and there’s a chance nobody will care. The Internet is a fickle lover, GLAD WORKS friends.
Keeping that in mind and being realistic in your expectations is important. Maybe the goal should be to simply create a great ad and hope it goes viral for you. After all, if you try too hard to go viral, it will look like you’re trying too hard to go viral! The ad could flop and perhaps even negatively impact your brand. It’s sort of like telling a really, really, silly joke and having nobody laugh. People walk away thinking you’re a complete jackwagon.
But the good news is that viral stuff and just plain exceptional stuff share the same characteristics, the rest is just good luck. Millward Brown, a leading global research agency specializing in advertising, marketing communications, media and brand equity research, created a great list of top 10 tips for creating viral advertising, but we think it’s also a great list of things that everyone should think about when coming up with honest, relatable and entertaining ad content.
- Be realistic, only a few ads make the big time.
- Creativity rule: a distinctive and engaging ad is necessary.
- Don’t forget, an ad must leave some impression related to the brand in order to be effective.
- Consider whether a celebrity will fit your brand and enhance an ad’s viewing potential.
- Consider an idea’s campaign potential; is it more than just a one off?
- Seed widely: The more broadly seeded a campaign is, the more people it will reach, irrespective of the pass-along rate.
- Seed well: Different media placement strategies may well be required based on the nature of the target audience.
- Make the ad easy to find—use simple naming, and consider paid video search.
- Integrate with other media efforts.
- CROSS YOUR FINGERS!
So that’s about it, GLAD WORKS friends. Aim to make something really amazing that people will want to share like crazy and then fill your heart with hope!
Perhaps the best way to explain Social Media is to break it down a little bit. Printed media like a newspaper is a one-way communication—you read it but you don’t tell it what you thought of the article. Maybe you call a friend and tell them about it, but you don’t sit there talking directly to your newspaper.
If you do talk to your newspaper, we’ll just back away slowly and let you continue…
Anyway, Social Media, on the other hand, allows for a two-way communication between you and whatever you’re reading or experiencing. The term Social Media can be applied to many different things--it can refer to a review website like Epinions.com which allows users to log on and share their opinions regarding a wide assortment of products and services, or it can be more complex like Facebook, LinkedIn, Foursquare, or Twitter.
Are you sitting there with that frustrated look on your face because you don’t know what Facebook, LinkedIn, Foursquare or Twitter are exactly? Don’t worry. We’ll get to each of those and explain them to you thoroughly over the next few weeks. First, we have to talk about why you care in the first place.
You care about Social Media because contrary to popular belief, it’s not just about people making friends with each other and “liking” this and that and posting goofy pictures of their cats for everyone to enjoy. It’s about way more than that now.
Social Media has become an extremely valuable and cost effective tool for helping businesses grow. It’s a way to get new customers, increase brand awareness, and stay connected with the public and even your competitors!
Over the next few weeks, we’ll be talking about all the how’s and why’s of some of the most popular Social Media sites like the above-mentioned Facebook, Twitter, LinkedIn, and Foursquare, and what each of them can do for your business. Come back next week as we explore the wild and wonderful world of Twitter!
What in the Twittersphere is going on over there?
Facebook. The name has come to be synonymous with fun... a way to reconnect with the past and renew old relationships.
Did you know that, in addition to its ability to find your best friend from high school, Facebook also offers some strong, effective marketing options? Just imagine: with access to entire networks of people at once, your message can spread virally to all the corners of the planet in record time.
This business [and it is a business] works like the old Breck Shampoo commercials...remember those? A pretty young woman on the screen says that she loves Breck so much that she told two friends [split screen shows duplicate heads] "and then they told two friends" [now we see four talking heads] "and so on" [16 heads]... and so it goes.
Powerful, right? So, how can you get Facebook to become your Breck girl?
Advertising with Facebook offers much more control than many other advertising outlets:
- It offers a wide variety of demographic variables so you can target the specific customers and prospects you want.
- Facebook's historical data provides accurate and realistic estimates for ad traffic.
- With powerful analytics tools, Facebook delivers detailed, real-time statistics on how your ad performs.
- And if your ad isn't performing quite as well as you'd like, you can make improvements to fix what isn't working.
What kind of demographic/profile information is available with Facebook? Some of the most popular characteristics are:
- Geographic location [country, state/province and city levels]
- Particular interests and activities
- Marital status
- Network affiliations [e.g., schools, companies]
If, for example, you're a wedding planner in southeastern Massachusetts and you want to place an ad targeting 28-year-old engaged women in your area, Facebook makes that possible.
Like with Google AdWords, you will need to establish a maximum daily budget for your Facebook pay-per-click ad. Each time your ad is clicked, that click will be charged against your daily budget, so you will never spend more than expected, and you have complete control over how much you spend on ads each month. The price for each ad is based on a number of factors, yet even a small budget can lead to an increase in traffic to your website.
Like any other marketing tool, it may take a bit of time to figure out how to make the most of your Facebook presence. After you've nosed around, you may decide to set up a Page, or a Group, or become a Fan or Friend of other people's Pages and Groups. [Be warned: Facebooking can be addictive. So far, there isn't a 12-step group for it.]
And just like with exercising, the more time you spend working on it, the better your results. But keep in mind that -- also like exercising -- doing anything at all is better than doing nothing.
So get Facebooking...and we'll see you out there!