You can target users based on keywords that are found in:
Likes & Interests portion of their profiles.
When you choose to target an ad to certain Likes & Interests, the ad will be shown to users who have included any of those terms in the "Personal Info" section of their profile.
This includes sections like
Interests
Activities
Favorite Music
Favorite Movies, etc.
Ads may also be targeted users who are connected to Groups or Pages with names using that term. Users won't be shown the ad because they search for the term, or as a result of other site activity.
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