- Ads on Facebook is not about targeting but more so about messaging. It's not about leveraging all the targeting options Facebook has but it's about understanding what people are thinking about and connecting with them. ---- People think Facebook is all about targeting when really it’s about getting your messaging right. It’s understanding the conversations in people’s minds and meeting them where they are—connecting with them, adding value, and increasing their awareness of both you and your business. When you couple the right messaging with a video ad, now you’re in the position to take your business to a whole new level. - Perry Marshall in [[Ultimate Guide to Facebook Advertising]]