Now that you have a persona, few notes on setup - separate all unique audiences!!!!! these cannot be decoupled in reporting, how else will you know exactly what is performing strategize the audience buckets and make sure you have some top of funnel, middle of funnel and bottom of funnel strategy. My recommendation is having some retargeting, lookalike modeling, conquesting (competitor targeting), contextual (FB sourced interest and purchase behavior categories sans competitors). consider RON with bid cap exploration if you're down for the ride.