Be aware that Facebook has two types of ads: sponsored stories, which appear in the newsfeeds of your friends’ Facebook pages; and paid ads, which are more like Google Ads and appear in the right-hand column at the top of your screen when you log on to Facebook. Here are some proven strategies that can help you get more bang for your buck with either type of ad on Facebook. Facebook: photo carousel, lead ads, video ads, canvas ads (for desktop only), app install ads and local awareness ads Look for ways to establish yourself as an expert in your niche and then pitch industry leaders. You can even consider doing a Facebook Live Q&A from your page on a specific topic, which often draws attention and drives engagement. Facebook Advertising Strategy - Grow on Facebook: Continue creating great content that will make people want to engage with you both organically and via ads. It's important to invest in high-quality video, graphics, photos, etc., because they draw more attention than text-based posts and can be used in ads. There are a lot of great tools out there to help you create and monitor Facebook campaigns. For instance, Facebook has their own advertising platform that will allow you to create an ad, manage your campaign and do all sorts of things - all from one place. Or if you don't want to use Facebook's platform, there are other third party platforms like AdEspresso or any of dozens of others. The point is that these tools will make your life easier (and often more efficient) so take advantage of them! Set up Conversion Tracking with UTM tags. Use UTM parameters to track each ad, ad set, and ad campaign back to an individual website visitor. Facebook provides you with 4 link parameters: utm_campaign , utm_content , utm_medium , and utm_source . Create unique combinations of these link parameters to uniquely identify each source of traffic. It's important that you use consistent links throughout your advertising campaign so that all data can be attributed back to its source. Try using something like source=facebook-paid as your tracking code so it sticks out in your link string. As a best practice, be sure that all ads contain UTM codes. Quality over quantity is always better when it comes to attracting leads and customers. Instead of focusing on getting as many page likes, post shares, and event RSVPs as possible, focus on improving your Facebook ads' conversion rates. (To get started on improving your campaigns' quality, read our guide to optimizing your Facebook ad campaigns.) For example, test one ad campaign that targets a small geographic area with people who have an affinity for your niche. Then test another campaign that targets anyone in a broader area who lives within 30 miles of where you’re holding an upcoming event. The narrower audience will be more interested in what you have to offer but may not convert as often or become paying customers.