Social media has quickly become a crowded market, where brands now have to “pay to play” if they want to be seen by their audiences. When competition is fierce, the bids are also high. It’s important that brands apply best practices while building their campaigns so that their investment yields the highest possible return. In order for an ad to be effective, one must consider the product, audience, imagery, messaging, and layout. If an ad is not optimized for all of these elements, potential customers may turn the other way.