Relevance is important for success when using Facebook advertising. Remember, you are spending money when someone views or clicks on your ad.
Aligning ad copy and visuals in a way that's relevant to your targeted audience provides a feeling of personalization which increases the likelihood of engagement and/or conversion. You'll also see better ad performance as a result.
A value proposition tells the reader why they should click on your ad to learn more about your services. How is your product or service different from others? Why should the viewer click on your ad to see your website?
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