You can choose to target an audience which could be based on gender, age, language, location, interests or behaviours. The interests targeting could be particularly useful if you want your adverts to be targeting at people who are already interested in your field. It doesn't require somebody to search so it can target people who don't know if they are interested in your product or service.

This could possibly be advantageous in terms of reaching more people who are not aware of you yet. However, these passive users are statistically less likely to buy or engage, in comparison to someone who has typed something specific into Google. In terms of what you pay for with Facebook Advertising, for the majority of goals you pay per impression (view) of the advert.