It’s not just hearsay anymore – Facebook has confirmed that it is actively downplaying content from business pages in users’ news feeds, making it increasingly difficult for brands to reach their audiences organically. And while brands are likely tired of hearing it, “pay to play” is fast becoming the best solution to this issue.

Frustration with this fact aside, I must commend the social network on its ever-growing list of advertising options and customizations. From the introduction of ad objectives back in October 2013 to Relevance Scores rolling out now, Facebook is providing brands with valuable tools for reaching their target audiences. That being said, these tools are not self-sufficient, and require attention and occasional adjustments to consistently maximize their impact. Here are 3 ways to improve your Facebook ads campaign while it’s running.

1. Check your placement. Once your Facebook ad is up and running, you can almost immediately begin tracking analytics to determine what’s working and where. Data based on your ad’s placement – mobile device, desktop news feed, etc. – will tell you where you’re receiving the most impressions and actions. Using this data to change where users will see your ad can help maximize your budget and guarantee the best results.
2. Adjust your audience. By the time you’re ready to launch your campaign, you’ve likely built an audience of users who you anticipate will both connect with your ad’s message and take its intended action. As the campaign evolves, you can apply filters in analytics to determine which of these audience factors are most effective. Narrowing your audience to the most engaged users will help ensure your message is reaching those most likely to take action.
3. Refresh your creative. As your ad’s frequency increases, it’s important to keep your creative content fresh and engaging. Many of Facebook’s ad configurations can hold up to 6 different images, rotating them throughout the campaign. Determining which of these images gain the most engagement can guide you in creating new visual content.

The beauty of social media advertising is that it’s flexible. By finding ways to improve your Facebook ads campaign while it’s running, you can maximize your impact and get the most out of your budget.