1) The document discusses advanced strategies for retailers to boost their Facebook advertising ROI in 2016. It provides an overview of a presentation on this topic given by Stephen Kerner of CPC Strategy and Massimo Chieruzzi of AdEspresso. 2) The presentation covers 2015 updates to Facebook advertising, why retailers should pay attention to Facebook advertising, and an overview of a full-funnel approach to Facebook advertising focusing on attracting visitors, converting visitors into leads, and converting leads into customers. 3) Specific tactics discussed include creating unique and valuable content, writing appealing titles, using effective lead magnets and addressing buyer personas to improve conversions from leads to customers.