Facebook Ads are a great way to spread brand awareness, generate traffic, and gather leads from your ideal customers on the social network. Facebook’s targeting options are unparalleled, and you can get as granular as you want. You can choose your audience based on location, age, interests, and even what they have bought in the past. You can also create custom or lookalike audiences, and retarget ads based on people who have visited your website or used your app.

You need to know how to optimize your Facebook ads, so you don’t waste your budget on poorly performing ads. For example, a poor-quality image or video will likely turn off potential customers and ruin your brand image. Use high-quality images and videos, and avoid stock photography or using anything that you don’t have the right to use.

Mastering the Platform: Facebook Ads Demystified

In addition to your ad creative, you’ll need to decide on a campaign goal and track your performance. For example, if your objective is to increase likes on your business page, you might need to post more often and pay for more reach. Alternatively, if you’re trying to turn those likes into leads, you might need to focus on more clicks and conversions.

The best business models for Facebook ads are those that earn money from their users over time, rather than a single purchase. Daily deals and subscription services are great examples of this. They may ask for an email address initially, but then they can deliver a steady stream of smaller purchases that add up over six months or more.