Businesses can reach their target audiences, buyer personas, and current customers with the social media platform. Facebook offers a variety of advertising options, including paid search (pay-per-click), pay-per-impression, and cost-per-action advertising formats that make it easy to create and run ads on a budget.

The social media site has a large, active audience with an abundance of user data that marketers can leverage to create hyper-targeted marketing campaigns. Its sophisticated targeting tools allow you to deliver your messages directly to your ideal customers, and it also allows you to monitor your campaign results in real time. This makes it much easier to gauge the effectiveness of your ad campaign than with traditional marketing methods.

When you use a targeted Facebook ad, you can drive traffic to your website and amplify content reach. This can lead to increased engagement, brand awareness and customer loyalty.

From Likes to Leads: How Facebook Ads Help Businesses

How Facebook ads help businesses some metrics that give businesses insight into the performance of their campaigns, including post clicks, link clicks, cost per action, and estimated action rates. The estimated action rate indicates how likely Facebook thinks people are to take the desired ad action, such as clicking a link or purchasing a product.

Using the right conversion goal with your Facebook ads can maximize ROI and reduce cost. Instead of asking Facebook users to immediately buy, focus on a low-friction conversion such as signing up for your newsletter or filling out a short lead form. Daily deal sites like Groupon, AppSumo and Fab are examples of successful businesses that succeed with this strategy. They encourage sign-ups with a limited-time discount and then upsell later via email marketing or Facebook retargeting ads.