Interesting, but my experience of advertising on Facebook doesn't correlate at all, I have reached out to a lot of people around the world through facebook ads (I got around 4,000-4,500 fans through ads, the rest through regular promoting and networking) and many of them have become genuine fans who are regularly active on my page and buy from me too! My 'talking about this' stats shot up from 80 on a good day (when I only had the fans 800 or so I had earned the hard way) to 1,000 to 1,500 now on a good day since advertising for a week to ten days there, and this has been pretty consistently maintained for a few months now. A few of my better posts about new things I've made have gotten over 150 likes, which is amazing promotion! If you are running the ads you need to have a plan for what you are going to do while they run. I made sure I had tonnes of great new images to share, so when people clicked onto my page from the ad they were instantly engaged with new stuff to like, share and comment on. I also made sure to show a range of different products so there was bound to be something to get you interested. I also recommend using your absolute best product pic for the ad, I used a really colorful picture of a peacock necklace. I highly recommend it based on my own experience :)
