Facebook enables you to create Custom Audiences that can be used for Facebook Ad Targeting. You can build these audiences from a variety of sources such as a customer database, email marketing list, website traffic, Facebook Page engagement, etc. These audiences, once built, will be continually updated by Facebook. For example, the more people who visit your website, the larger your website traffic audience gets. This gives you the opportunity to laser target the exact people who should see a particular message at any given time . . . and THAT is what makes your campaigns effective.
If you have a business, you need to advertise. So, where do you advertise? You advertise where the people are . . . more than that, you advertise where YOUR customers might be. Want to know a secret? That place is Facebook. Nearly the entire population is represented on Facebook. If you want to know where YOUR customers are, I’ll tell you . . . they’re on Facebook. Because Facebook has made it hard for business pages to get the exposure they need in the Facebook Newsfeed, you need to advertise in order to reach the people you want to reach. The good news . . . Facebook is a highly effective and low cost advertising platform when done properly.