Ads now appearing in Graph Search don't seem to target the content that Facebook members type in queries, but many experts believe they will one day soon. Today, they rely on the same targeting techniques as most of Facebook's ads, such as age, gender, city, employer, Likes, Open Graph activity, and retargeting based on cookies from Web sites recently visited, reports Josh Constine. Once Facebook figures out real-time targeting, all words and sentiment will become fair game. In Google, ads funnel prospective buyers to conversion. That's where Facebook wants its ads to lead.