Here is the link to more read:
http://www.allfacebook.com/2010/06/how-we-got-to-40310-facebook-fans-in-4-days/
RULE #1: Ask users to like you in the ad.
RULE #2: Send users to your Facebook page.
RULE #3: Create an incentivized LIKE page.
RULE #4: Do NOT send users to your wall.
RULE #5: Rotate your ads DAILY
Rule #6: Optimize primarily to cost per fan (CPF), not just CTR or CPC
Rule #7: Separate into test and production campaigns
Rule #8: Send updates regularly to fans
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