Recipe 016: Create a Facebook Ads Strategy
If you've always wished for a process that constantly generates world-class Facebook Ad strategies along with its resources and deliverables, this recipe is the one you've been waiting for.
Last Updated / Reviewed: 05/17/2022
🚀 Goal: To create both a visual representation of your Facebook strategy and a solid blueprint regarding how to structure and implement it in Facebook Ads Manager.
🤔 Why this is important: If you create a Facebook Ads strategy before jumping to implementation you’ll be able to spot and fix issues with your strategy right away. You will also end up with a solid structure that is built to scale.
🗓️ When this is done: This should be performed at least the first time you plan on running Facebook ads for your business, or if you are an agency, when you start working with a new client. The number of times you will want to repeat and/or update your strategy will be up to you, but ideally every time there’s a new funnel/launch/major campaign and routinely (i.e. every 3 months).
👨 Who does this: The person responsible for paid ads, possibly with the help of the person responsible for conversion funnels.
__⚠️Prerequisites or requirements: __You need to have some kind of funnel in place. If you’ve already made a sale or collected a lead, then you already have one, you just might have not mapped it yet.
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Step 1 - Map your funnel and identify where paid traffic makes sense
Click here to view this SOP 075: How to plan your Facebook Ads Campaigns (web version)
Outcome: You’ve mapped your current funnel, and identified in which stages you’ll want to drive cold/warm/hot traffic.
Step 2 - Structure your Facebook into different Campaigns, AdSets, and Ads
Click here to view this SOP 069: How to structure your Facebook Ads Account (web version)
Outcome: You have clearly identified all the campaigns, ad sets and ads that you will be using along with all the assets that are going to be required (Creatives, Copy, etc) ideally using the Template 023: Facebook Ads Campaign Planner (web version) spreadsheet or similar.
Special instructions: If you have already been through that SOP and already have a Template 023: Facebook Ads Campaign Planner (web version) spreadsheet done with your current structure, use that one instead and build upon it, do not start a new one.