Summary
In Facebook ads, creatives serve as the strongest targeting tool. The communication type is more important than targeting and bid/budget optimization. Ads should cater to different stages: Unaware Ads for those unfamiliar with the brand/problem, Problem-aware Ads for those aware of their issues but not the solution/brand, Solution-Aware Ads for those aware of their problems and potential solutions, and Brand-Aware Ads for those waiting for the right offer.