Inside Facebook’s Push to Woo Advertisers

After joining Facebook as vice president of marketing last year, Carolyn Everson made it her mission to win over skeptical ad executives who complained that spending on the giant social network wasn’t paying off.

At the time, many companies were using the site to promote brands on their own Facebook pages — but most were paying little to nothing to do so. While Facebook was starting to push more paid notices, it was unclear whether such ads actually led to purchases.

So last October, Ms. Everson created a “Client Council,” calling together senior advertising executives from 13 big brands and ad agencies.

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