Note: You’ll need to have the Facebook pixel integrated into your website to take advantage of Facebook retargeting and custom audiences. If you’re on Shopify, you can add your Facebook pixel in the Preferences section of your Online Store.

1. It’s the highest ROI advertising activity 

Facebook ads targeted at those who have never heard of your business can be effective at driving brand awareness and traffic to your site, but they might not pay off in sales right away. 

Getting sales from a “cold” audience is often expensive since it takes time to build trust with a customer.