Facebook marketing works best as 2 phases. First you have to get people to Like your page, unless you already have a lot of fans (in the thousands). If you look at your page and scroll down you should see a "Promote Page" button. Once clicked choose your target audience. The ad itself with have the Like button right in it. Works great for new Likes.
Once you have fans, then when you have a sale or promo, and boost that actual post, promote it to "People who like your page and their friends." If you simply have a sale and target people that like hot peppers it is not as effective. Promoting to people that like your page means it is targeted to people that are interested in actually buying what you have to offer (like a mailing list), since they liked your page, and it works well to promote to their friends, as, the chilihead community is tight knit, and usually, they have chilihead friends with the same interests. So it works exponentially for sales and new Likes. It's all abut building brick by brick. But simply using keyword targets like hot peppers etc. is not as useful for direct sales, a lot of wasted $ as people scroll by. But targeting first for Likes, then, those and their friends for sales, I find works very well. Cheers!