It's easy to set up a Facebook ad campaign, but getting the most bang for your buck takes a little more work. Experts recommend using Facebook's targeting features to reach a receptive audience; experimenting with ad-management software; and updating ads frequently to keep people interested. "Social has a voracious appetite for creative ... [which is] another good reason to partner with agencies, who can keep up with the flow," says Justin Kistner of Webtrends.

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