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News Feed and mobile ads should as much as possible blend naturally into the ordinary stream of Facebook content, while for the smaller sidebar ads in particular, subtle call to actions and images with human faces or simple color combinations, seem to work best. Test a variety of target groups, based on criteria such as age, gender, Pages liked, interests, location, etc. Be sure, too, to utilize Audience Insights to gain a deeper understanding of the people you should target, based on Facebook usage, purchase activity, lifestyle, household size, etc. . If your advertising budget is small, hyper-target your audience – around 100,000 people is a decent sample. To target specific individuals and those most likely to be interested in your offering, get savvy with advanced targeting options such as lookalike audiences, custom audiences, partner audiences, re-targeting, website custom audiences, and conversion pixels, in order to get the most bang for your buck look out for these terms during the ad setup process and use the ? button next to each for a fuller explanation. Use a structured naming convention for your ad campaigns, ad names, and ad sets to make identifying and tracking them easy. With campaigns, for example, I like the format Business Client Name – Page Name – Item Promoted – Objective . The Business Client Name qualifier may or may not be necessary, depending on your circumstances. When budgeting and bidding, don t sweat too much over terms like cost CPC, CTR, CPM, etc. Instead, focus on your business cost per desired action, e.g. clicking a link and signing up to your email newsletter. 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I ve seen single parents who pledge to be responsible for the wild oats they ve sown, only to occasionally send a check in the mail. I ve seen people walk away from homes, claiming to be responsible for their actions, only to buy another home they can t afford. I ve seen people being responsible for the actions their drinking and driving caused only to do it again! Therefore, he had made himself hard to find. But of course I wanted to talk to him. Chapter Summary Fastlane Distinctions The risk profile of a Fastlane strategy isn t much different from the Slowlane, but the rewards are far greater. The Fastlane Roadmap is an alternative financial strategy predicated on Controllable Unlimited Leverage. The Fastlane roadmap is predisposed to wealth. The Fastlane Roadmap is capable of generating Get Rich Quick results, not to be confused with Get Rich Easy.