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DJ
A very generic question, here's a very generic answer:
1. Put aside a sum of money for testing
2. Try different ads (with different images and text) on different networks (facebook, twitter, Instagram, display ads etc). Your demographic and the product / customer may give you some hints at which are best
3. Work out which one has the lowest cost of acquisition vs the most $value in sales (make sure you have really good analytics in place to be able to properly track from click on ad through to purchases)
4. invest your budget in that channel until it's not longer economical or efficient compared to the other method then...
5. repeat above
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