by Robert Hof, Forbes Contributor

“In particular, direct marketers have piled into Facebook thanks to these ads, which are rivaling Google GOOG +0.82%‘s lucrative search ads in their ability to get people to buy something or register or otherwise do what marketers want, right now–not just to make them aware of the brand or a product they may buy later. ‘Facebook is proving itself to be a strong direct-marketing medium,’ says Aaron Goldman, chief marketing officer at digital marketing software provider and Facebook ad partner Kenshoo.”

Read the full article on Forbes.com.