Internet users all over the world spend more than 700 billion minutes a month on Facebook. They rely on the social network for their information, their news and their centers of interest. It’s a gold mine for advertisers desirous to touch the targets who are becoming more and more difficult to reach.Visibility on FacebookWith 500 million members, Facebook is used by over a tenth of the worldwide population. Logic would have it that if you place your ad on Facebook, you are more visible and thus more ‘bankable’. OK, but allow me to ask one question: do you click on the ads you see on Facebook?A qualitative audienceThe public figures on Facebook are impressive and the social network boasts about being able to detail them. An attractive promise certainly, but completely unrealistic. Their proof is simply the methods used for locating users and the demographic data.Locating internet users is done via their IP address on Facebook, and the IP addresses are linked to access providers. Thus, Rennes which has 408 000 members only has 206 000 habitants. Why? In fact the figure 408000 corresponds with the number of facilities connected and not the people. The demographic information is based on the assertions of internet users who are considered reliable: what confidence in the human race!In conclusion, even if Facebook claims to have a qualitative public, the social network will never have as much impact as a Google adWords campaign, because on Google you’re looking for things, so naturally you’re going to click on links. On Facebook you’re looking for people, you’re not there to shop, just for info. However, if you decide to do a Facebook ad campaign, choose cost per click, because a display campaign will use all your money without having any impact.