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Facebook: The Missing Manual by E. A. Vander Veer

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Social Ads (Targeted Announcements)

A social ad is an announcement you can broadcast to specific groups of Facebook members, such as men in their 20s, women with college degrees, or married people who work at Wal-Mart and like Beanie Babies. Every social ad consists of a graphic and a little text, and each appears either in Facebook's ad space (the lower-left part of each screen), or in people's news feeds (Types of Updates), or both, depending on how much you pay.

Figure 11-14. 

Tip

Facebook's social actions feature and Beacon program let you track people who interact with your Facebook Page or application—or with your company's Web site—and then shoot your ad out to all their friends. The result? An ad that's a little more personal and relevant—and, hopefully, more effective—than the average ad. See below for the scoop on social actions, and High-dollar Options for more on Beacon.

Here's how social ads work:

  1. Create your ad and tell Facebook when to run it and which members to target. You can get pretty darned specific when it comes to who sees your ad. For example, you can have Facebook show the ad only to single people aged 31 to 36 who have conservative political views and a degree in biology.

  2. Pay for the ad. The amount you pay depends on how long you want your ad to run and how many people you want to see it.

  3. Optionally, you can tie your social ad tosocial actions, which are the things ...

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