Getting the most out of your online ads is not easy, but there are a few ways to make sure you get the most out of your investment. Even with the best possible approach, it can take time to find the platforms that are most worth investing your online advertising dollars in, so be aware that you’ll still need some A/B testing and trial-and-error as you develop your brand’s online presence. Even so, here are five things that will simplify that process and get you results faster.

First, Google gives you AdWords tools for a reason, and you need to learn to use them. They give you the chance to test changes in your ad’s keyword choices on the fly, giving you better insight into which ones are worth investing in as you develop your content marketing. That also gives you insight into where to sink your highest per-click bids to capture the keywords you want to dominate. You also want to define your negative keywords, the ones you absolutely do not want your ad appearing in searches for. This will keep you from diluting your efforts on unproductive search terms.

The third tip is easy in theory but can be hard in execution, and that’s being clear about who you are targeting with your online advertising. If you’re trying to appeal to several different groups with a product or service, you’re going to have a lot better traction when you build a separate ad campaign for each targeted group, with each having its own keyword research and choices.

Next, you’re going to want to consider retargeting from time to time, especially if you have campaigns that are underperforming. This gives you the chance to find better keywords and reach your audience more effectively, and it can be done on a rotating basis as the effectiveness of each keyword campaign wanes.

Finally, you’ll need to make sure you’re using images effectively on your social media posts and shares, especially on Facebook. Putting an image with a call to action on that service gets you preferential treatment from the social algorithm that places items into people’s newsfeeds, and that means your advertising dollars will go further. Visuals with calls to action are a strong choice in many arenas, but on Facebook they are absolutely vital.

The key to getting the most out of your advertising dollar is understanding what your online advertising can deliver, and then using diverse ad campaigns to deliver the results you want in aggregate. Don’t rely on one ad to cover all your bases.