Facebook is a well known social media platform, so make your ads eye-catching and engaging, as you want to entice people to click on them. Facebook PPC can be tricky, especially if you are targeting a small niche.

The following tips will focus on which images you should use and what to think about when writing ad copy. Hopefully, they should help you start to learn how to optimise and test your campaigns. A frequent complaint I hear regarding Facebook PPC is that a company started off getting lots of clicks, but these numbers have now declined. I like to call this 'ad fatigue'. If you are using the same ads, with the same text, and the same images for months on end, then potential customers are just going to get bored.

As with any Pay Per Click platform, you mustn't just set it up, leave it and expect it to continually reward you with great results. You need to be continually testing different adverts to see what works for your target audience. And don’t forget that Facebook is a social platform so be adventurous with your ads.

On some ads, the image isn't even closely related. It is only there to grab the viewers attention and make them read the content. This allows you to be creative, show your company has a sense of humor, and that you are in tune with the targeted demographic. If you are dealing with the Business to Business space, then this can still apply. You are targeting business people in their down time, so keep it light hearted and appeal to them directly. Try and be specific with your ads and really think about who you are targeting and what you are selling. Relevancy, as with anything to do with Pay Per Click, is key to a decent campaign and profitable ROI.