As I discussed in a previous blog post, many businesses find themselves focusing the majority of their social media efforts through Facebook these days. While I still feel that Google+ is a fantastic alternative to this oversaturated social network, there are still several features on Facebook that make it an attractive platform for marketing purposes. In particular, it's the network's capability for pay per click advertisements that is a huge draw for many business owners. Aside from the site-wide ad initiatives that came about via the Timeline layout update, companies listed on the world's biggest social network will also soon to be able to take advantage of another potential marketing avenue.

Although it is only in beta at this time, Facebook Offers promises to be a new initiative through which companies can increase their physical locations' foot traffic. The new ad program will essentially reward followers of a business' social media listing by adding them to a mailing list. Messages sent to users who sign up for the program will include coupons, discounts and other promotions to be used in-store. Operating in a similar fashion to Foursquare's business incentives, Facebook Offers is a form of marketing that encourages customers to come to your business (and visit your online listing) on a regular basis.

Taking Advantage of Facebook Ads
As of now, only a handful of companies are actually enrolled in the Facebook Offers program. Due to its beta state, the new marketing incentive will be unavailable for most company owners until it goes public. While Offers is certainly a Facebook feature that everyone should keep their eye on, that doesn't mean it should be the sole focus of every company. As we've all seen, the Timeline layout has made advertisements more prevalent than ever before. As such, regular Facebook advertisement allows for a marketing approach that everyone will want to use at least once in a while.

Running a successful ad campaign on Facebook often relies on the implementation of tried-and-true PPC behaviors. At the same time, some tweaks should always be made when advertising on a social network. Business owners looking for a solid ROI for their social media marketing investments should consider the following:

• As is the case with any PPC campaign, you'll want to determine who the intended audience for your ad will be. If your business has a substantial following on Facebook, try taking a look at what the leading trends are for the people who "like" your company. Should you find that there is something relevant to your business that you can focus on, consider making that your keyword.
• The new Timeline layout allows for a multitude of options when it comes to deciding where you want to place your ads. A few weeks ago, Microsoft chose to place a massive banner for Bing on the Facebook logout page. While some SEO experts questioned whether such a huge ad on such a relatively unseen page was a good idea, the fact is that the company was able to choose freely where its marketing would be featured. When choosing a spot for a Facebook ad, one should thoroughly consider where they should place their ad for maximum exposure.
• Do not simply post your ad and expect to immediately see improved traffic for your website. Use your company's Facebook page to openly promote your ongoing PPC campaign. If you interact with your followers directly, you will find that the little bit of extra exposure you gain will help you get the conversion rates you want.

Of course, the best Facebook ad campaigns come from learning the correct marketing behaviors. For readers looking for more information on PPC advertising, we invite you to look into our company's PPC management service and other SEM opportunities. I can also be contacted at jwersits@webimax.com should readers have any particular questions.