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Do not confuse Facebook Ads with Google Ads, because they are not the same. Google Ads will show up when a person actively searches your keyword(s). They will usually want to know what you are offering at that time, which elicits a click that is relevant to their search.
Facebook Ads don’t work that way. A Facebook Ad shows up when a person is browsing their News Feed so they likely don’t have any intent to purchase from you at that time. That means you must offer incentives to drive clicks on the Facebook Ad using one of the three methods – coupons, contests, or ebooks.
