Define what you want to accomplish
If you are looking to simply grow your fan base, standard marketplace ads may be your best bet. These ads point to your Facebook page and can be sponsored by users who already like your page to inspire others to like your page. Nielsen states that people are 68% more likely to remember an ad with social context than without. A new feature of Facebook are “sponsored stories” that can provide a word of mouth recommendation about your business.

Sometimes Less is More
Facebook ads make targeting specific demographics very easy, but don’t be fooled that reaching more people is always better than reaching a smaller amount of people who are actually interested in your business. It is important to know who you want to target and who you think will be more receptive to your ads rather than trying to reach as many eyeballs as possible.

You must catch the eye
What makes you worth clicking, visiting, and buying from? You’ve only got 135 characters for your message and a limited picture size so be sure to make it count. Use an eye catching image, but keep it relative to your message. Focus on special offers and features, and be sure to include the name of your business. Use bold statements, ask questions, and create of call to action for your customers.

Run multiple ads
When starting an ad campaign on Facebook it is always a good idea to run multiple ads for a limited time to determine which one gets the best results. Check in on your ads often to see what is working and what isn’t, and then adjust them as needed.

Be ready to engage
This last tip is really a supplement to the first tip. If your ads work and you get people to like your page or go to your website there better be something there for them to appreciate. Otherwise you’ll be right back where you started. Congruent with running your ads on Facebook you need to keep your Facebook page alive and active.

You can view the official Facebook Ad Optimization Guide by clicking here.