Like any other marketing effort, the key to success is having a plan. Facebook ads may seem intimidating and complex, but if you approach the platform with a clear strategy and understanding of your ideal customer, you can see a great return on your investment.

How to create a successful Facebook campaign, but it’s important to understand which ones are right for your business. The best way to do this is by starting with an audience-targeting strategy. You can narrow your audience to specific people based on location, interests, and demographics. You can also target by behaviors, including things like device ownership and event responses (ideal for businesses with physical locations).

Secrets of Success: Creating a Winning Facebook Campaign

Once you’ve settled on a core audience, you can use the ad types to get your message in front of the right people. For example, a traffic campaign is designed to drive users to your website or landing page—perfect for ecommerce businesses. Alternatively, you can choose to boost a post or encourage people to “like” your page.

You can also create what’s called a lookalike audience to find people who are similar to your ideal customers. This is an easy way to reach new people who might not have listed your product or brand in their profile. Finally, don’t forget to add a strong call to action in your ad. Without one, your potential customer won’t know what to do next. For example, Society6’s ad below features beautiful iPhone cases and an inviting call to “Shop now.” It reminds viewers of something they would want to buy, and it encourages them to take the next step—which is visiting their website or online store.