The time Facebook’s 1.32 billion daily active users spend on the network is the reason why businesses invested north of $9 million on Facebook ads in the second quarter of 2017, that’s a 47% increase from the second quarter of 2016.

Facebook advertising works on a pay-per-click (PPC) (also known as cost-per-click (CPC) advertising model) where you have to pay the network every time a user clicks an ad.

Facebook advertising helps marketers increase visibility for their ads, build brand awareness and measure clearly defined metrics and campaign goals helping them create better, more optimized campaigns in the future.

Due to its increasing user base and the high number of available audience targeting options, Facebook has established itself as the leader in social media advertising. In fact, according to an eMarketer study 96% of social media marketers regarded Facebook to be the most effective social media advertising platform.

When done right, Facebook advertising helps both B2B and B2C businesses leverage paid advertising to get new leads and convert them into customers.

This Facebook advertising guide will discuss everything you should know about advertising on the platform. It begins with why you should advertise on Facebook to why it’s necessary to optimize the post-ad click experience with a dedicated post-click landing page