Connecting, Sharing, and Entertainment are why people are on FB.
Video 2 Focused on Power Editor.
Power Editor Hierarchy
Your Objective, Ad Type, What you are trying to achieve, more likes, sales funnel, etc.
This is your target market and how much you are willing to spend. Allows you to split test other markets or time of day or budgets to different ads.
This is your creative. Here you can split test different ads, Images, Text, Copy, call to action, buttons, etc.