Im writing some articles about this now a days, After I finished them I will let you know, mainly what you have to do is make a facebook page and all work can be done through it.
I do regular facebook ads, and they work pretty well for me. You just have to do them the right way - pick the niche, adjust correctly the bid, right image and so on.
You must treat your fans as people. So ask yourself, why do they want your product? Then create content to serve their needs. Ads do work for traffic generation, but it's the content that will keep them there.
I treat my followers like actual friends. Then again, it helps since my niche is something that I'm really interested in.
I suggest you to get the facebook marketing guide a pdf that describe the top to bottom marketing tips.