Whether it is creating a first impression(publicity), reminding users of the brand, creating impressions. In your experience what is the best target goal for Facebook. (More specifically for a 18-30 middle class urban old age group)
You should be building out campaigns towards each of those segments. For first impressions, narrow down your audience and then bid on impressions to ensure you're reaching them again and again and again. Then implement retargeting to ensure you're able to hit them up with ads focused on the different reasons a consumer would purchase your product.