Interests and Behaviours are the main two items where you want to put most of your efforts and spend most time in. We will start with interests. Here you can basically and legitimately almost steal your competitors’ audience. As most of your competition have Facebook Pages, you can just type in their pages names and will (most of the time) appear in the list. In some rare cases it doesn’t show. So instead of doing general targeting based on some assumptions you might have, like my content or product is most appealing to, for example of and you would rather want to see what actually works for such content or product. This also gets information from the users’ profiles where they specifically name their general interests. However, as a better practice is to get those who actually liked other pages.