So I finally found out what this scaling thing is that I see big hitters talking about on Facebook. I think it's their golden nugget of info which they don't like to divulge but I am going to share it here anyway: I read you are supposed to start with hundreds of keywords on broad, then use your tracking such as prosper or clickmagick to find the keywords that converted. THEN, make a separate adgroup this time with your converting keywords, but this time put them on phrase. THEN, increase the bids so you get more exposure on your keywords, this is called scaling. Then repeat the process again, but this time use exact, if you feel the need. But I also wanted to know if you think its actually good advice to start on broad, because I have done so and the fact I haven't seen any conversions yet is making me nervous.