Marketer and indie developer Christian Fager breaks out a 3 page article about building your games audience by leveraging Facebook ads
. Using prior experience and experimenting along the way (with providing the results) the article breaks down demographics, pricing, scheduling, visual and textual descriptions to hopefully attract attention to your title.
In this example test, I ran a campaign for an upcoming game Breed Battles. The end result was 110 new fans from 173 clicks, market demographics, which groups they are part of, and what information they were most interested in. The cost of this campaign was $70.30. The ads were shown to a total of 136,556 people an average of 3.4 times each.
Many campaigns generate more fans for cheaper. It highly depends on the topic and how much you want to test. Bringing in video game fans compared to other topics was more expensive than any other Facebook campaign I've run.