Most 21st century marketers agree that online advertising is one of, if not the, most powerful tools to reach target customers. Between making content easy to customize, schedule, and automate messaging, it’s a revolutionary tool that’s easy to use. But just like any other form of media, it’s important to strategize and track return on investment. Here are a few ways to get the most out of your digital dollars.

Define your Facebook Target Audiences

Social media ads and boosted posts are a particularly effective channel for online advertising. Facebook is especially useful because its ad manager interface allows you to pinpoint audiences based on demographic information and even interests. As you would logically assume, the more specifically you can define your audience, the better your results will be. You can also save audiences in your account to use later.

Set Your Negative Keywords

“Negative keywords” may not be an online advertising term you’re familiar with, but it is a powerful tool for filtering your audience. Let’s say you own a book store that does not sell used books or a tax consulting firm that doesn’t offer free consultations. In these cases, you could set “used” or “free” to be negative keywords in your SEO advertising, and searches will not send people looking for “used books” or “free tax consultations” to your site.

Utilize Retargeting

Retargeting is a great online advertising tool to boost frequency. If a customer is browsing for a product on your site, retargeting utilizes cookies to serve an ad for that item to them in ad space on other sites or apps, keeping it top of mind, and making them consider buying again.

Use Ad Site Links Through Google AdWords

If you use Google AdWords to optimize your SEO results, you may not have tapped into one of its best features: ad site links. You can add hyperlinks to landing pages at the bottom of your ad with a call to action text like “learn more” or “request a quote.” They’re easy to set up and provide an additional entry into your sales funnel.

Add Images

Lastly, remember that images speak louder than words. If you buy static ads on Facebook, always include an image to grab your customers’ attention. Studies show that an image featuring a person or people will outperform a scenic shot or logo.

Always monitor your back-end analytics to ensure your tactics are working, and you’re getting a good return on your advertising investment.