When running ads for your business, where you target potential customers is just as important as who you target. Search engines like Google generate more direct sales because people searching there generally already know what they're looking for.

Alternatively, with Facebook the key is to impress your potential customers by first getting them to know, like, and trust you. Too often businesses think if they just send ads out to everyone, then they're bound to generate some business.

But the smarter way is to niche down and target only the most ideal audience for your business. That's what's going to help you both stand out and survive.

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