Find your target audience. Are they in your local area, another city, or another state? Facebook has the tools to let you target specific geographic areas.
Target your advertising efforts on people with specific likes. Are you a bakery? You can target people that love desserts. Selling Power tools? You can dive deeper and target males, power tools, and home improvements. A political candidate can target registered Democrats or Republicans. The list goes on indefinitely…
This can include Relationship Status, Education Level, Financial Status, Work (job title, where people work, industry, etc), Ethnicity, Life Events, etc.
You can specify people that are connected to your page or people that aren’t connected to your page, but whose friends are connected.