Facebook has its own self serve advertising platform. Trying to get customers to one of my website I decided to give it try.
First, I decided to use broad demographics and the ROI and CTR was terrible.
Then, while reading the twitter account of an expert online advertiser I found a link to facebook Pages Directory.
This was the trick. Instead of using a broad demographics I only targeted FB users that belong to an specific really targetted page. This increased my conversions and reduce the cost of customer adquisition.
Give it a try and let me know in the comments how did it turned out for you.