Today, Facebook has over 500 million active users, with the average user spending 55 minutes per day on the site. Because Facebook has such clout on the Internet, a Cost-Per-Click (CPC) campaign on the social networking site can build brand awareness from the high volume of impressions; and efficiently drive leads to your website through its specific targeting capabilities.
It’s as easy as 1-2-3 to create a Facebook CPC campaign. All you need is a small image and 135 characters of body text and, voilà, you have a Facebook ad.
Next, you can target Facebook users by age, gender, geography, education level and/or workplace, relationship status and user-defined interests. You can use these targeting methods to create reach for your ad campaign as gigantic or minute as you like. For example, if you are trying to sell hats for a specific baseball team, you can target only males between the age of 18 and 40 who are fans of that baseball team and live in the same city as the team. Facebookers will see your ad throughout their sessions thus, building awareness of your brand.
Facebook should be considered in your media mix for CPC advertising along with Google AdWords, and other search engines, especially for companies with specific target markets in mind, to build brand awareness and generate qualified traffic to your website.