Thinking about using Facebook advertising to promote your product or service? It seems logical. With upwards of a billion users around the world, advertising on Facebook would probably yield a great return on investment. It could, but only if you deploy it the right way. To do that, here are a few things you need to know to achieve optimum success with your Facebook ad campaign.

1. Don’t tell, ask: You may think it’s better to create an ad headline that tells your customer something about you. For example, making the bold statement that your pizzeria makes the best pizza in the world seems like it would make an impact on a consumer. The reality is consumers don’t want you to tell them why you’re the best. They want you to ask them about themselves so they can give you an answer. If you really were a pizzeria owner, asking the reader of your ad the following — Hungry? Looking for the World’s Best Pizza? — would be much more engaging. Why? Because you’re asking a question and by nature, human beings want to provide an answer when a question is asked and they’ve got to click on your ad to do it if they’re interested in what you’re asking.

2. Keywords aren’t as effective as consumer interests: Instead of targeting your Facebook ad to a keyword “boating,” it’s actually better to target people whose interest is boating. There’s a big difference. The keyword “boating” will include things like other businesses in that industry. Targeting consumers who have indicated they have an interest in boating is much more effective.

3. Graphics are important: The way you present your ad is very important. Engaging graphics will help you get noticed. And if you’re running your ad for more than a few days, be sure to change up the artwork frequently to keep it fresh.

4. Keep it short and sweet: You’ve only got a few seconds to make an impression on a consumer with your Facebook ad. Make sure your ad headline and copy are short and to the point.

And as an additional resource, you should check out the American Express OPEN Forum website from 2 to 3 p.m. today to check out a free online class on Facebook advertising. Click here to be a part of it: http://bit.ly/SSmJGO