Well, facebook have hard ruls regarding the content of the images in ads, so the less bare skin in the photos is a MUST.
and it depends, you can create lead ads, website convertions and more.
if you want to promote sales, you can make it by: video ads \ website clicks and more.
i always start with Ocpc, and then move to CPM (after my CPC is good and the CTR is higher then 3%
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