1. Your Bid: Facebook and LinkedIn ask you to set a bid amount for your ad. Each site gives you suggestions on the amount you should bid. (See next section for more information.)

2. Payment Method: Facebook and LinkedIn both use the PPC method; you pay every time someone clicks on the ad. However, LinkedIn also offers a CPM option, where you pay each time the ad is posted on a LinkedIn website, whether or not people click on it.

3. Your Budget: Facebook and LinkedIn both ask you for a daily budget. Your ad will run daily on the site until the number of clicks equals your budget. For example, if you enter a daily budget of $1,000 and a PPC bid of $2 per click, the ad will run on Facebook until it receives 500 clicks for that day.

4. Your Schedule: As I mentioned, Facebook and LinkedIn allow you to set start and end dates for your ad. The end date option is useful for testing. For example, you can run an ad on Facebook or LinkedIn for seven days, and test the response to the ad for that time period.