At this point, we all know how to use Facebook. We’ve all liked a million posts and shared thousands of thoughts. Facebook’s use as a communication tool is practically unparalleled, but there is a whole side to it that few understand. That side is what makes the wheels of Facebook turn: the advertisements. Ads are important to Facebook, and their 1.4 billion users make it worth any event marketer’s time to figure out how to use them to their advantage.