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offer is about to run out will encourage people to act on impulse and to click the 'buy' button. This is important because actually the vast majority of things we buy that we don't absolutely need are bought on impulse. They are purchased as a result of emotions we felt at the time and if we're given time to go away and 'think about' the item, we will often come to the conclusion we don't need it. So get them to act fast by saying your product is available for a limited time only. And remember too what we said earlier about sometimes not wanting everyone to click. If you are trying to make direct conversions, then think as well about how you can filter out the people who might not really be interested in buying. Ad Position At this stage you will also be able to choose your ad position. This is important as it is what will allow you to add more text if you choose a news feed ad and because it will drastically impact on the appearance of the image and the way the ad will be viewed.
Targeting your audience
The next step is targeting your audience. We have already touched on this a fair amount but to recap: this is the process of witling down the people who will actually see your ad so that you are directly targeting the people who are the most likely to buy.