13. Other Techniques for Targeting
People who already “like” your competitors
Shown interest in adjacent topics
Life Events (i.e. recently engaged, new parents)
Buying Behavior (i.e. coupon users, likely to buy running gear)
14. Payment Options
Fixed CPM ($ per 1,000 impressions)
Optimized CPM (Auto adjusting $ per 1,000 impressions)
PPC (Pay Per Click)
16. Creating the ad
Text (135 character limit)
Graphic
Headline/Link Title (25 Characters or Less)
Call-to-Action Button
Destination URL (Landing page)