Dive summary: 

• MGM is having a great year with Facebook ads; unlike some other skeptical brands, MGM has seen 2013 revenue from the site increase by 2.5 times over 2012. 
• Las Vegas-based MGM has a three pronged approach to Facebook advertising that includes re-targeting consumers via Facebook Exchange, pitching discounted Facebook Offers and employing social giant's custom-audience features.
• All ads are crafted to click through to a ticketing site rather than to "like" the brand or other Facebook functions; these ads are in line with the trend of moving away from "like"-gating tactics that were quite popular a few years ago. 

From the article: 

"Additionally, MGM says that Facebook's 'lookalike' ads-targeting feature has yielded four times as much revenue as the ad outlay. Lookalike audiences can be produced when a marketer uploads its customer data, such as email addresses and phone numbers. The system then matches those customers with other Facebook users, creating an audience segment based on shown interests and demographics to serve ads against. So in the end, the advertiser can not only target past customers on Facebook but also folks who have similar attributes."