With more than 400 million active users letting you know exactly what they "like," there's no disputing it; Facebook is a force to be reckoned with. Word-of-mouth marketing has always been the most consistent source of new sales and growth for a business. Facebook advertising merges the credibility of personal referrals with a mini-website for your business that includes company information, product spotlights, and the ability to interact directly with your customers. With Facebook users comes their friends; leverage these connections to expand your audience and create demand for your products. The goal of social PPC is not to just generate sales, the goal is to generate something far more valuable, social proof. Facebook advertising is still the Wild West and by showing up on the scene first you'll establish authority and early market advantage. Master the three key components necessary to close the gap from social to sale; action, persuasion, and navigation. Social marketing hits our psyche at the very core. It plays with one of our most basic instincts, the desire to belong. Discover how to get people talking about your business, so their friends will feel a natural desire to join the conversation. Search is a channel for capturing existing demand. Facebook ads are a demand generating channel; designed to create awareness of your business, associate your brand with a positive experience, and turn this awareness into customers and sales. To manage your campaigns effectively you need insights, measurements, and the ability to monitor the full life cycle of the information you send out into the world. Learn how to pinpoint the conversations that carry the most influence for you.