Create a Facebook Ads Strategy

Objective:

This guide outlines the steps to create a visual representation of your Facebook advertising strategy, alongside a detailed blueprint for its execution within Facebook Ads Manager.

Preparation:

A sales funnel is essential. If you’ve made sales or captured leads, you already have one, even if unmapped.

Importance:

Formulating a Facebook Ads strategy before implementation allows you to proactively identify and address potential issues. This approach ensures a solid foundation designed for scalability.

Frequency:

Develop a strategy initially when launching Facebook Ads for your business or upon acquiring a new client (for agencies). Thereafter, revisit and update your strategy for new funnels, major campaigns, and on a regular basis (e.g., quarterly).

Who:

The responsibility falls on the paid advertising specialist, potentially with assistance from the conversion funnel specialist.

Step 1: Mapping Your Funnel & Identifying Paid Traffic Entry Points

Outcome: You’ll have a mapped funnel, pinpointing stages where cold, warm, and hot traffic will be directed.

Step 2: Structuring Your Facebook Ads with Campaigns, Ad Sets, and Ads

Outcome: You’ll have a clear structure outlining all campaigns, ad sets, and individual ads. This includes identification of all required creative assets (copy, visuals, etc.), ideally using the Facebook Ads Campaign Planner spreadsheet or a similar tool.