How to Establish a Marketing Campaign on Facebook

Have you finally considered incorporating Facebook as part of your business’ marketing campaigns? Before you dive deep into uncharted waters, there are some things that you need to know first. Read on the tips that I have prepared for you.

Choose Where Facebook Ads Fit Into Your Marketing Campaign

Before investing in Facebook advertising, a plan of action is a must. Lack of plans is like going on a trip without a clear map toward the destination.

In achieving your ideal outcome, you must recognize where in your sales funnel you can leverage Facebook ads.

That said, you need to respond to these four concerns to help define your strategy:

  • What’s my objective for Facebook advertising? For example, do you want to produce new leads for your business, sales for your eCommerce shop, or customers to your blog?
  • Do I have existing or constant site traffic?
  • Do I have an active email list, and how many individuals are on it?
  • Can I create distinct content about my business/industry?

Facebook Advertising Strategies

Let’s now take a look at three Facebook advertising strategies you can use based upon your answers to the concerns listed above.

  1. Provide totally free content to warm up your audience.

Content marketing is one of the most reliable ways to differentiate your business and warm up cold audiences. Supply free valuable content that captivates, educates, or motivates your perfect client. You could use videos, infographics, lead magnets (guides, checklists, coupons, etc.), or interactive posts.

  1. Engage individuals on your email list.

Providing your message through Facebook ads and email marketing is twice as effective. Clients will be able to view it in their inbox and see your ad on Facebook simultaneously.

  1. Retarget your webpage visitors.

Installing the Facebook pixel on your site enables you to target people who have recently visited your webpage.

A retargeting strategy can also be a second stage of the content-first strategy. Develop a custom-made audience of individuals who have actually engaged with your video content or Facebook page, and after that, run direct-response projects to them, promoting your service or products.

Ways to Establish Your Facebook for Success

When you’ve specified the strategy for your ads, here’s how to establish your Facebook marketing campaign for success.

1. Choose a Campaign Objective Aligned to your Goal

The structure of a Facebook advertising campaign includes three levels: a campaign, an advertisement set, and an advertisement itself.

The campaign level is the first basis of your advertisement. In this level, you pick your objective and the action you want users to take when they view your ads. There are three objective categories On Facebook: Awareness, Consideration, and Conversion.

The goal you choose depends on your strategy. For example, expect you have a content-first strategy. Since video is currently the most effective type of Facebook content, you might run particular projects with the Video Views goal.

If you wish to run a retargeting marketing campaign to send people from Facebook to your website, choose either the Traffic or Conversions goal, depending upon what particular action you want your audiences to take.

The very best method to identify your campaign objective is to work backward from your goal. If your goal is to produce sales for your eCommerce business, you can run a 10% discount for first-time purchases to entice customers to buy your products or services.

Instead of distributing the discount rate code in your ad innovative, send Facebook users to a landing page where they need to decide before receiving the discount rate code. Since you desire people to take a particular action, Conversions is the most suitable campaign goal.

2. Build Your Ideal Custom Audience

The ad set is the second stage in the campaign structure, defining how your advertisement will run.

Methods to Specify Your Audience

Targeting is one of the most crucial elements of your campaign, and it can make or break efficiency even before your campaign goes live. Let’s look at three methods to specify your audience.

  • Target Demographics and Interest

The simplest method to target your audience is to utilize the group and interest options. This approach is usually used to target new individuals who have not formerly connected with your business.

Here you’ll select demographic restrictions such as location, age, gender, and language. In the Detailed Targeting area, you can narrow your audience by choosing from thousands of interests, behaviors, demographics, and more.

There’s no guideline for how big your target market must be; typically, you will get the best outcomes with fundamental targeting by using a layered method. Choose a mixture of interests and habits to zero in on your ideal consumer.

For instance, suppose you’re a high-end retailer in the wedding event industry. Start by targeting individuals interested in weddings and things related to weddings.

Next, you want to narrow your audience utilizing the AND condition. Click Narrow Audience and choose the life occasion of individuals who are just recently engaged. Lastly, consider layering a monetary variable (such as income level and affluence) and purchase habits (such as exceptional brand purchasers).

  • Target a Customized Audience of People Familiar With Your Business

Customized audiences let you target individuals who have had some interaction with your business on Facebook, on your site, or in your email marketing. Custom-made audiences can provide a few of the best outcomes for retargeting projects because you’re targeting warm audiences of individuals who already know, like, and trust your business.

When you develop a custom-made audience, you can pick from four categories: Customer File, Website Traffic, App Activity, and Engagement on Facebook.

  • Customer File

Also known as email custom audiences, the customer file allows you to upload or import an information list. Facebook will then cross-match the people on your list to find them across the platform. This customized audience is a game-changer if you have an existing customer list because you can easily target your audience with a specific Facebook ad campaign.

  • Website Traffic

This type of custom audiences is based on the individual’s activity on your site. You utilize the Facebook pixel and conversion tracking to monitor visitors and their actions. This custom audience type is also best for retargeting website visitors. You can produce various site custom-made audiences based on the pages people checked out, how long they remained, and what actions they took.

  • App Activity

App Activity customized audience allows you to consist of people who have finished a specific action in your app or video game. It’s comparable to a site customized audience, but the actions occur in an app instead of a website.

  • Facebook Engagement

Engagement custom-made audiences consist of individuals who have communicated with your content on Facebook.

Presently, you can select from four types of engagement custom audiences: Video, Lead Advertisement, Page, and Canvas.

Customized audiences based on video engagement let you group people by how much of the video they’ve seen, which is the fastest method to construct a retargeting audience. Meanwhile, for a Lead Ad custom audience, you can target users who have simply interacted with your lead ads. The same is applicable for Canvas and the canvas advertisement format

Page engagement custom-made audiences let you target people who’ve just recently interacted with your Facebook page.

It’s essential to keep in mind that different custom-made audiences have different match rates. For instance, a consumer list tailor-made audience may only have a 50% to 75% match rate since not all users will sign up for your email list (or buy your products) with the same email address connected with their Facebook accounts.

Video custom-made audiences, on the other hand, have a 100% match rate because the material is contained within Facebook. The same holds for other engagement custom-made audiences.

  • Target Lookalike Audiences Similar to an Existing Audience

A lookalike audience is the holy grail of Facebook ad targeting because it consistently delivers the best results.

Put simply: lookalike audiences work because of how Facebook utilizes the algorithm to create them. Facebook takes the data points from a defined source audience and uses them to discover comparable people. It’s like cloning your existing audience.

There are four possible ways you can create types of lookalike audiences: through videos, emails, conversions, and Facebook page likes.

After you specify your audience with Facebook’s targeting choices, you can pick placements, set a budget and schedule, and select a bid type.

3. Build and Test Your Ad Creative

The advertisement level is the last stage of the marketing campaign structure, otherwise known as your creative. Your advertisement is what your customers or audience will see. In this stage, you choose your advertisement format consisting of images, videos, news feed texts, URLs, show link texts, and a call-to-action (CTA) button.

What appears on Facebook ads depends on your advertising strategy. For instance, you may start a retargeting marketing campaign (focused on increasing sales) with a fundamental single image ad, the most typical advertisement format. When the relevance rating begins to decrease (which it eventually will) as advertisement frequency boosts, you have several choices:

  • Split test the image. Create another single image advertisement with various photos.
  • Split test the copy. Duplicate the ad but alter the copy.
  • Split test the advertisement format. Publish a new ad with a different format (such as a carousel ad or perhaps a video advertisement).

One of the common mistakes made is ending the marketing campaign halfway and starting a new one. If your very first advertisement was providing outcomes, don’t stop; introduce new ads instead.


Before starting a Facebook marketing campaign, you need to invest your resources in a specific campaign strategy that will surely help you grow your business successfully.

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