LESSON 12 Pricing and Creating Your Ad Campaign In this lesson, you learn about Facebook Ad costs, key terms for online advertising, and how to create your Ad on Facebook. Understanding What You Pay The framework for how online advertising works has largely been set by Google. Google's AdWords service allows advertisers to bid on general search terms, such as "ice cream," and narrow ones, such as "ice cream San Francisco." It also allows you to bid on the term "ice cream" within a specific geographic area, such as certain ZIP codes in San Francisco. Facebook's approach is quite similar to Google's, but Google's is more mature and generates nearly all of Google's tens of billions of dollars in annual profit. Facebook, which started much later, is not nearly as success- ful...yet. But Facebook's Ad business is growing fast. You need to know this Google/Facebook comparison for two reasons. The first is that Facebook's help information and support for Facebook adver- tising, as well as a lot of third-party information such as books, assumes that you're familiar with Google's approach before you start using Facebook's Ads. So the assumption is that you'll easily understand Facebook's approach, which is less complex than Google's offering. If you're a true newbie to online advertising and are using Facebook as your first effort, you're a bit out of luck--except for here in this book. As the author of Sams Teach Yourself Google AdWords in 10 Minutes, I'm well-versed in AdWords, and I understand that both Google AdWords and Facebook Ads are quite challenging at first. The learning curve is steep