Facebook Ads: Right Users, Right Timing by @SusanEDub #dsclt16

TL;DR: Facebook is different than other PPC platforms. You can target along several different dimensions to make your campaigns very successful.

Audience layering helps you dial in to the customers you want to target. You want to know who you want to target, but you REALLY want to know who you don't want to target. 

Ad Sets help you set different budgets for different groups. Set them up, in your account, according to what you want to test. Set your account out, like this, in the beginning. 

Targeting based on physical location. Facebook allows you to target ads based not just upon where they are now, but their relationship to that location: do they live there, travel to there, travel through their, etc. 

You can target according to custom audiences: visit to website, email list, etc. The more data you have, from these sources, the better your targeting will be. In fact, your email marketing team should work costly with your Facebook marketing team. Heck, take your "dead" emails and market to them over Facebook. 

Website Remarketing through Facebook is effective, too. You can ask Facebook to go find people who look like your current users, too. Of course, the more data you have, the better results you'll see.