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Social media has evolved into a wonderful marketing opportunity for advertisers. Despite limitations in regards to the size and placement of Facebook ads, the majority of businesses who ran a Facebook campaign say that they would do so again. There have been numerous studies regarding the efficacy of running paid ads versus promoting a brand via a free page; it’s been found that the most compelling campaigns utilize both.

A company advertising on Facebook has a different standard for measuring engagement. Unlike a PPC ad, where success is measured in clicks; Facebook ads are successful when displayed to a wide, engaged audience. The fruition of a Facebook ad can be measured in the number of people who shared, liked or commented on a brand’s content. Facebook users spend more time on that site than any other demographic on any other site; that level of engagement makes display ad targeting incredibly lucrative. In terms of user interaction, an ad with social content is twice as likely to be remembered and four times more likely to result in a purchase than an ad without.

The addition of Sponsored Stories to the Facebook ad menu makes the social networking site an even more desirable place to advertise. With a Sponsored Story, a business is able to reach out to the newsfeeds of friends of one of its fans; sharing that fan’s interaction with its brand and connecting with a new audience on a personal level. Facebook has been known for the remarkable degree to which an ad’s target audience can be selected; Sponsored Stories takes that level of targeting even further.

An ad campaign run on Facebook is unlike one run on any other platform. Instead of a click representing the end goal of an ad, a Facebook click is more like the beginning of a relationship. A user who clicks on a Facebook ad is giving that brand permission to interact with them; they’re inviting that brand to talk to them and share content with them. It is that level of interaction that makes the difference between a one-time customer and a lifetime customer.