Facebook launched Facebook Offers earlier this year,
allowing retailers and local merchants to send deals to their
Facebook fans. Users claim the offers from their Facebook News
Feeds and redeem the vouchers at stores to get discounts.
The service has been free, but in the coming weeks ,Facebook
will require merchants to pay at least $5 on related ads to
promote each Facebook Offer to a targeted audience of fans and
friends of fans. The cost will vary based on the size of a
merchant’s Facebook page.
“They should be able to charge a fee for customer
acquisition, whether it’s an Offer or any other marketing tool,”
said Colin Sebastian, an analyst at R.W. Baird.