Facebook traffic is to be treated as all other traffic. Send them to the beginning of your sales pitch.
If you're looking for awareness for a new brand, it's okay to just send the traffic to your website (homepage) and let visitors take charge from there. If you're trying to sell a specific product or service or looking to see how people respond to it, try a landing page.
Generally I send all my traffic to a bridge page also known as a landing page to "pre-frame" prospective subscribers. Because if you're an affiliate promoting a product or service, keep in mind, there's probably many more people sending traffic to the same sales page. That's why you want to stand out with your own bridge/landing page. It's a way to introduce yourself or your brand and usually on the bridge / landing page I request their email address before I send them to the sales page. This way, I capture their email address so even if they don't make a purchase I still add them to my list.