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by Gillian
on March 14, 2013

Facebook advertising has been around almost since the beginning of the site itself. But whether you are brand new to Facebook ads or you just want to brush up on your knowledge, we want to offer a few tips to make sure you’re getting the most out of the experience.

  1. Have a Clear Objective
    As with any advertising or marketing campaign, you won’t be very successful if you don’t first define what success is. When it comes to Facebook advertising, this means knowing exactly what you want to gain from your ads. Facebook makes it easy to make different types of ads that address different goals. For example, if you want to get more Likes on your page in order to spread the word about your Facebook presence, you can set up an ad purely for that purpose. You can also set up ads to specifically promote posts or to drive traffic directly to your site. Having a clear objective in mind to start means you’ll know whether or not your ad is doing what it’s supposed to do.
  2. Use a Compelling Image
    The image on your Facebook ads can make all the difference in whether or not the ad converts. People are bombarded with so much information on Facebook, it’s often only the image they notice so make sure it’s a good one that promotes your brand in the best way possible. Also remember that you can (and should) make more than one version of your ad, utilizing different copy and images, so that you can compare results and go with the one that is working for you. Always be testing and tweaking your ads for maximum conversions.
  3. Take Advantage of Targeting
    While there are a lot of advantages to advertising on Facebook, one of the absolute best is the simple way that the ad interface lets you target your ads. You should always make sure that you are taking full advantage of this feature rather than wasting your ad budget on users who are unlikely to click your ads. Filter your audience by age, gender, relationship status, geography, alma mater, likes...the list goes on. You should already know your target demographic – Facebook lets you find them with your ads and do so easily.
  4. Support Your Facebook Ad Spend
    When you set up a Facebook ad campaign, remember that Facebook is an entity unto itself. Facebook ads should always be supported with Facebook activity (on your fan page) and landing pages (if you’re directing traffic to an external site). There is nothing worse than spending dollars on a well-researched and monitored campaign only to have users who are unable to convert because there is nothing tying the ad to what they see when they click it.
  5. Get In the Newsfeed
    The small ad in the right hand column of Facebook is the most common. But utilizing only this type of ad is not going to get you the widest audience, because these ads do not show up on Facebook mobile. Today, 60% of Facebook’s audience is accessing their newsfeed through Facebook mobile and never seeing your right-hand column ads. Supplement traditional Facebook ads with sponsored stories, Page Like Ads and Page Post ads. Including these Newsfeed ads in your strategy will help you to get the most eyeballs for your dollar.

Advertising on Facebook can be an effective and affordable way to reach new and returning customers. Following these tips will help you create ads that truly convert, no matter what your budget or goals.