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Many people make the mistake of trying to utilize Audiences, Interest groups, behaviors, etc, to show their content to audiences of people they think they’re going to respond best, and also control the user experience. This is built on a misunderstanding of how Facebook actually operates.   Facebook relies on keeping peoples attention, and making people have a positive experience on the site/app. Consistent performance that will ultimately have them spend more money.   The way that we use this to our advantage, is we create ads that appeal to specific users. We don’t try to force ads that we like to people who may or may not engage positively with that content.   If you want to sell a product to a user, make content for your customer, and then Facebook will make an effort to make sure that those user will see your content.   Because Facebook puts a premium on the user experience, and then sells that, in an optimize CPM Platform, the path to success is prioritizing that user experience.   Where most people get this wrong, is in their implementation of best practices for demand and inventory-based platforms, like Google and banner ads. Using best practices that are over a decade old, that were designed to be used in a machine that functions in a completely different way, is not how you succeed in Facebook. So to review, if you build ads to appeal to your target customer, and use your ads, that are webpages that have their click through rate and bounce rate measured, to build their own look-alike audiences, and deliver you efficient conversions… You are going to succeed.   The last point here, is that using big data and prioritizing your customer… Is how you win in an algorithm that prioritizes attention.