Great article, but I think your marketing message needs to be adjusted for conversion a little, which will backward-waterfall into CTR and CPC. Your ad is missi

Great article, but I think your marketing message needs to be adjusted for conversion a little, which will backward-waterfall into CTR and CPC. Your ad is missing your value prop, it does not communicate what it will do that FB does not do already. Secondly, since you're already talking to moms, so why show moms more moms? If your message is privacy or continuity or whatever, why not show an ad with someone that fits your physical bill having the problem that you're trying to solve so you attract customers (who are having the problem you're trying to solve). BTW, the photos with high CTRs you describe will alienate family oriented people - that is why very few businesses go there.