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Really good post. Keyword/interest targeting on Facebook is a gold mine that is completely ignored by 99% of advertisers.

Facebook Ads reminds me a lot of the early days of AdWords. Whoever was first to bid on long tail keywords must have made a killing. You can be that person in 2011 bidding on long tail keywords on social ads.

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Results seem to vary considerably depending on the market and keywords, although it does seem that with some patience and experimentation you can find that high value/low cost sweet spot.

They key is patience. I had tried Facebook Ads several times to no avail, but after reading one of your blog posts as well as several others, I went back to the drawing board until I started finding the variables that made it work. I'm hoping this post expresses some of the lessons learned.

Keywords are used by a majority of advertisers in my large sample.

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