As an advertiser on Facebook, you take part in their ad auction. You choose the budget and the amount you want to spend on your ad. Then you choose a bid amount, which is what you’re willing to pay to have customers see your ad and take action. Facebook allows you to get very specific about who you want to see your ads. You have a lot of different targeting options such as age, gender, geographic area, language, education, ethnicity, generation, interests, behavioural specifics, connections, and much more. This filtering process will ensure that your ads are only shown to those who would be most interested in your product or service.