Facebook, currently testing ads in its new Graph Search, is not offering keyword targeting yet.

FORBES: Connect

Marketers should view keyword level targeting as a way to increase consideration and awareness at a specific moment when people are expressing something they care about.

FORBES: Connect

It provides good ad targeting to advertisers, consumers often find keyword ads relevant to their interests, and (as I explain here) cost-per-click (CPC) keyword advertising nicely shares the risks of ad performance between advertisers and publishers.

FORBES: With Its Australian Court Victory, Google Moves Closer to Legitimizing Keyword Advertising Globally