I would not also recommend facebook ads. You know people using facebook, just for communication and share of common interest. It's a good thing if your business or products is in line with their interest. So better join forums/groups and twitter.
Frankly, I wonder if these folks have done any significant FB advertising.
It's incredibly cheap when compared to other PPC solutions.
The problem, is how to convert those clicks into paying customers. For my wine company, I show a landing page type tab on my Facebook page which offers a $20 coupon to my wine site if they become a fan. As you might expect, our conversion rate is quite good.
Joseph, Frankly you need to try it for yourself. We all talk about wanting to market to specific people....well with FB ads you can even choose a specific zip code and words that user has entered into their profile. It doesn't get much better then that for a marketer.
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