I've steered clear of using Facebook's paid (display banner) ads and "sponsored stories." After experimenting with them through trial and error, I just didn't see the ROI behind my spend. However, I really liked Facebook's ability to closely target and focus upon a specific audience segment by geographic area, age, gender, interests, zip code, etc. This was extremely helpful in focusing my ad budget and ensuring I was reaching the right audience.
Within Facebook, I find significant value in encouraging my customers to talk about my
family photography and services, share their experiences and potentially refer others to my
photography site. Of course,
baby photography inherently lends itself to social sharing and high talk value, so I try to take advantage of that when getting exposure for my work.