The digital marketing landscape is always shifting. Once you think you’ve mastered your Facebook and Instagram ad strategy, the goalposts are moved. But don’t worry, we’re here to lay out the latest best practices for Facebook and Instagram ads to help you navigate these social media platforms with confidence and reach your target audience like a true expert! 

Laser-Focused Targeting

Facebook and Instagram offer laser-guided precision, allowing you to define your ideal target audience  based on demographics, interests, behaviors and even life events. The possibilities are endless! If you’re running an ad in the employment, housing or social ads category, you might have noticed that the targeting options look different, and you may be asking yourself: Alright then… what’s allowed and what’s not?

The audience targeting can be tricky for these categories. and there are some details you can and can’t include in each. For example, in employment ads


  • Target based on:
    • Work experience: Job titles, skills, industries, educational qualifications.
    • Professional interests: Online job boards, professional associations, relevant publications.
    • Location: Work location, commuting range, remote work feasibility.


  • Target based on: 
    • Protected characteristics: Age, race, color, national origin, religion, sex, sexual orientation, gender identity, marital status, family status, disability, genetic information, veteran status.
    • Zip codes: Can be seen as proxy for protected characteristics.

Important notes:

  • Always check the platform’s advertising guidelines before creating any campaigns.
  • Focusing on interests and behaviors related to the product or service can help avoid discriminatory targeting while still reaching relevant audiences.

Unlocking the Power of Lookalikes

Already have users interested in your business? Take advantage of lookalike audiences! You have the option to upload your own database to Facebook and Instagram and the platforms can review their vast databases to find users with similar characteristics to your existing audience. 

Testing and Refining Your Aim

After launching your ads, it’s important to test and tweak. Experiment with different combinations, analyze the results, and adjust your approach. And don’t forget: A/B testing is your friend. Test out two different creatives to see what resonates with your audience or test the same creative with different audiences to see which area is performing the best. 

Crafting Captivating Content

Your ads need to be scroll-stopping – think high-quality images and videos that showcase your product or service in action. We’re talking about vibrant colors, captivating narratives, and a touch of that “wow” factor.  You’ve only got about 3 seconds to grab someone’s attention, so make them count! 

Make sure to understand the ad specs, too! 

Speaking Their Language

Make sure to have a conversation because it is a social media platform, after all. Tailor your messaging to resonate with your target audience’s tone, style and interests, but keep it on brand. Speak their language, and they’ll listen. 

Clear Calls to Action

Many marketers miss this one. In your ad copy or creative, tell your audience exactly what you want them to do, whether it’s visiting your website, downloading your app, or signing up for your newsletter. Make it easy for them to take the next step with clear, compelling calls to action. 

Tracking Your Triumphs

The answers are in the data! If you don’t have a social media management tool, utilize Facebook and Instagram’s insights within the platforms to track your ad performance. There you can see what’s working, what’s not, and adjust your course accordingly. 

Most importantly, as you embark on this digital journey, make sure to experiment with diverse ad formats, leverage user-generated content, and stay up –to date on the latest trends and algorithm changes. But most importantly, have fun! It won’t be easy at first, but our advice is to treat these as unsolved mysteries and keep digging until you find the answer. The more you adapt, explore, and enjoy the process, the more effective your ad campaigns will become!  If you need assistance with social media management, digital marketing and social media paid ads, our award-winning social media team at BoardroomPR is happy to help. Call us at 954-370-8999. Happy AD-venturing! 

Ashley Kearns

Social Media Director

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