Facebook ads are a great opportunity to connect with very specific target groups. You’re probably already using them to target by geographic area and demographics. But there are two more specific groups you should consider targeting.
Customers who abandoned carts
You may already be sending emails to customers who have abandoned carts without purchasing, but you can target them on Facebook too! You can either include images of the products they placed in their cart, of use a general promotion of your business. Either way, you know this user is already interested in your products. You may as well remind them on Facebook.
Within your target demographic, you can zoom in on first-time purchasers to bring new people to your business. Try offering them a special one-time-use discount. With this targeting, you may earn some new long-term customers.