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Facebook ad strategy can be a tough nut to crack, especially with the algorithm constantly changing, but the work put in to develop a dynamic strategy will bring a far bigger return on your investment. It's all about dollars and cents (and a little bit of common sense).
If you only take away one piece of advice from this article, let this be it: DO NOT HARD SELL with your ads. People aren't looking to be sold to when they sign on to their social media platforms, so don't turn them away by doing so.
Engaging content like videos and blogs can be Facebook ads too. And taking that approach is your best bet in today's landscape. For instance, if you own a restaurant, it's going to be far more beneficial for you to sponsor an "ad" of a video capturing your delicious food and fun atmosphere than it would be to post another generic ad about $2 Tuesdays. The video allows people to connect with your business in a personal way, and also offers an opportunity to add something about $2 Tuesdays IN THE VIDEO.
Once you've decided to abandon the hard sell, your focus should now be directed towards targeting, and then re-targeting. If your goal is to bring in new customers (which is should ALWAYS be), then it only makes sense to put your "ads" in front of people who have interest in what it is that you're selling. This is where targeting comes in. Based on interests, behaviors, demographics and location, you can adjust your targeting to help you get the most out of your ad spend.
Building a dynamic Facebook ad strategy is a far more nuanced initiative than just the basics. But without the foundation, all is lost.
Stay tuned to Citrus Three for more helpful tips regarding your social media marketing strategy.