Before you even start your next Facebook Ad, consider your objective (what you want from the ad) and your audience. Too often individuals want to get to the sales first without considering that prospects need to trust before they buy.
Getting Cold or Getting Warm?
Your target audience (and you have a very specific one, right?) is it a cold or warm audience? A cold audience is one that has never heard of your company or your products/services before.
Think about your own buying process, how often do you see an ad from a company you have never heard of before and purchase from them immediately? Not very often I bet. People usually buy from companies they trust. If they have no interaction or previous knowledge, chances are slim that a person will go from a prospect to a purchaser.
A warm audience has heard of your company or products/services before. They are more likely to purchase from you because there is some level of trust or recognition.
Why do you need to think about this before your run your ad?
Do you need to build some form of trust or brand recognition first?
➡ Awareness Ads are the way to go
Do you want to sell to an audience who already knows about your products/services?
➡ An Ad directing people to your website or Facebook store would be appropriate.
There are many things to consider before spending money and time on a Facebook Ad. Take a moment to consider your audience temperature before your next ad and get closer to reaching your objectives.