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    5.  Narrow your target with more categories. If you only have a few interests targeted, try adding related topics in the “More Categories” section. There you’ll find options for narrowing your audience even further – choose users who have had a birthday recently, who upload a lot of photos on Facebook, etc.
    If your objective is to get traffic to your website, Facebook will choose the “clicky” person to show your ad to. If your objective is to get leads, Facebook will choose the person most likely to convert.

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