Excellent answer already. I would also add 1) Make use of the free training resources on this topic, it is usually a topic discussed in depth 2) Design and test your ads (in particular, are you successful with generating leads, making direct sales?- ensure that your spend and timing is sufficient for the tests to be representative) 3) Design your sales funnel and update your freebie offerings/lead magnets - adjust them as needed to get to the sales conversion you are looking for 4) if you find out that targeting is not working as you wished, try LinkedIn and Google as alternatives 5) be aware that Facebook does a lot of optimization in the first few days and as you test you want to ensure you can cover this time period with your ad

Some insights can be:
- Maybe you find out you need a certain minimum spend to convert to a sale
- Maybe you find out that you can sell the product not directly well over facebook, but if you ask for an email address in return for a freebie, you get a qualified lead

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