The third member of Power5 is Dynamic Ads. For eCommerce, this is probably the most important tool of all for both efficiency and effectiveness.
Efficiency - because of the time it saves not having to set up an ad for every available product. If you had hundreds of them, you'd be done for.
Effectiveness - because showing the user, of all the products available in the store, specifically the product in which he showed interest is very powerful.
Facebook has taken it a step further and not only allows you to use this as a Retargeting tool but also for prospecting, leaving it up to the algorithm to choose the product it shows the user when they first see our ad. It works, but it is not as powerful as when used on retargeting.
You don't have eCommerce and this Dynamic Ads thing doesn't work for you? In that case, you have another tool at hand that is more than worthy of being in the Power5, but that Facebook has left out of the list for some reason - Dynamic Creatives and Formats...