It seems to be a pattern that when I run Facebook ads I get sales very quickly but after just 2 - 3 days no more sales happens. The frequency the ad is shown goes from 1.5 to about 2.5 after a while. This happens on target groups that are in the size of 50,000 and even 500,000. I'm looking to create consistent sales from Facebook ads.
Facebook thrives on fresh, entertaining, highly targeted even quirky content. Since many on FB are not in the 'ads' frame of mind, you need 1. creativity & originality, 2. high emotional appeal & 3. a psychographic-heavy approach in your ads. #1 & #2 die quickly with ad frequency & reach