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Facebook : How is it Changing its Paid Marketing Paradigm? Facebook is the most popular social media website on our planet right now. Facebook authorities claim the site has a whopping 802 million daily active users as on March 2014. Facebook Pay Per Click (PPC) advertising lets millions of businesses promote their products or services to the targeted audience. For those who haven’t tried out Facebook PPC, the process is pretty simple. You have to log in to Facebook and then click on the “Create an Ad” button on the right top hand corner of the page to start interacting with your targeted audience based on particular location, demographics, likes, education, and so on. Although it is difficult to track when the first Facebook ad was launched, nevertheless, it was in 2006 that Facebook entered into a partnership with Microsoft to let software giant buy and sell banner adverts and sponsored links on Facebook. With this contract, since 2010, there has been a steady increase of revenues of Facebook. Gradually over time, studies have revealed Facebook earned 2.5 billion USD in revenue from the PPC ads. Let us now look at the changing face of the Facebook based advertisements: Initially, Facebook was giving ads on the left hand side, however soon it started running PPC ads on the right side. According to experts, such a shift made the ads appear better than what it was before. By now, PPC ads were created not only for the college students. The agencies offering PPC services in India ensure they help companies take full benefits of Facebook PPC campaigns to generate lump sum amount of revenues and profits in less time. The second important step was to inaugurate ads in the News Feed. More than 1.28 billion people every month look up to News Feed to get relevant stories, links, photos, videos, etc. about things. Facebook offered a space to give ads in the News Feed to attract maximum eyeballs. Companies were initially allowed to post photo ads on the Facebook News Feed; however in September 2013, Facebook re-launched their link posts that allow people to click on the graphic to instantly get directed to a company’s landing page.