Run Facebook ad campaigns that are appropriate to your audience. Some people don’t know who you are – so you need to introduce yourself. Some people know who you are, but haven’t reached a point where they’re ready to buy from you – so you need to help them evaluate you. Others (the smallest group) might be ready to buy, or they’ve already purchased something from you on the introductory level – so give them incentive to buy now or to buy bigger. If all you do is try to sell, sell, sell . . . you alienate the first two groups of people . . . and that’s where the majority of the people are.

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Creating a Facebook Ad Campaign

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.

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Set Goals for Cold-Warm-Hot Facebook Ad Campaigns