The Dos and Don’ts of Social Media Advertising
Social media advertising is one of the most powerful tools available to small and medium-sized businesses today. With billions of active users across platforms like Facebook, Instagram, LinkedIn, and TikTok, there’s no shortage of opportunity to reach your ideal audience. But while social media ads can deliver incredible results, they can also drain your budget quickly if not managed strategically.
To help you stay on track, here are the key dos and don’ts of social media advertising every business owner should know.
The Dos of Social Media Advertising
Do Define Clear Goals
Before you launch any campaign, ask yourself: what do I want to achieve? Is it website traffic, lead generation, sales, or brand awareness? Having clear goals helps you select the right ad objectives and measure your success.
Do Know Your Audience
Social media platforms give you advanced targeting options—take advantage of them! Use demographic, interest, and behavior data to reach the right people. The more specific your audience, the higher your ROI.
Do Test Different Creatives
Don’t rely on one ad design or message. A/B testing images, headlines, and calls to action helps you learn what resonates best with your audience, improving performance over time.
Do Track Performance Metrics
Monitor KPIs like click-through rates (CTR), cost-per-click (CPC), and conversions. Data-driven decisions are the key to optimizing campaigns and maximizing your budget.
Do Refresh Your Content Regularly
Ad fatigue is real. Rotate in new visuals and copy to keep your audience engaged and avoid wasted impressions.
The Don’ts of Social Media Advertising
Don’t Target Everyone
Casting a wide net may sound smart, but it leads to wasted ad spend. Instead, focus on your ideal customer profile and refine from there.
Don’t Ignore Mobile Users
Most social media activity happens on mobile devices. Ensure your ads (and landing pages) are mobile-friendly with fast load times and easy navigation.
Don’t Rely on Boosted Posts Alone
Boosting posts can increase visibility, but it’s not the same as running a strategic ad campaign. Use Ads Manager (or the equivalent) for advanced targeting, budgeting, and tracking.
Don’t Forget the Customer Journey
An ad may be the first time someone hears about your brand. Don’t expect an instant sale—use retargeting and nurturing strategies to build trust over time.
Don’t Set It and Forget It
Social media ads require monitoring and adjustments. Leaving a campaign untouched for weeks is a recipe for overspending and underperforming.
Final Thoughts
Social media advertising is equal parts art and science. When done right, it can be a cost-effective way to grow your business, build brand awareness, and generate leads. By following the dos—like targeting the right audience, setting clear goals, and tracking performance—and avoiding the common don’ts, you’ll give your campaigns the best chance at success.