Very often, we receive accounts with clients who are super excited about Facebook advertising. It’s a great platform to expose your message in multiple placements and formats and the CPC’s are relatively cheap.

When it comes to campaign planning, though, we start off with one question: what is the goal that we are hoping to accomplish through Facebook advertising?


Okay, great. But what’s a conversion in this case? It can be anything from newsletter sign-ups, purchases for e-commerce accounts, store visits, offer claims … the list can go on!

The reason why we ask this is so we can help accomplish these goals through the funnel. This isn’t really a new concept, but it is something that many marketers haven’t caught on to just yet. Usually, when a brand creates an ad, they’ll hit the word boost, and then hope the best for conversions… maybe.

So this is how it works.


Content type: blogs, brand awareness ads, top of the funnel sales

Ad 1. The goal? Get as many people possible (either through a custom audience or a lookalike audience) to either watch a certain length of your video or get as many people on your website so we can trigger a PageView event from a piece of code called a Facebook Pixel.


Content type: generic ad, promotions, sales, collections

Ad 2. Remember that ad we had our broad audience click on before? They’ll be receiving a retargeting ad to send another message from the brand. We do this by retargeting to anyone who has been on your website or engaged with an ad within a certain time period. This helps with brand recall and brand recognition. We usually see some conversions come from this blog.


Content type: carousel ads, coupon codes, lead generation ads

Ad 3. This is where the magic happens. So at this point, our audience has received two ads. For an e-commerce client, we send an ad out called a Dynamic Retargeting Ad, similar to what we do with programmatic. If the client has been properly integrated to Facebook into a product catalogue, we can send out an ad to people who have viewed items, abandoned cart, not purchased and all of the above put together within a certain period of time. The ad sent out can be in a carousel format and will serve the specific product our audience viewed on the client’s website in hopes to convert, purchases in this case. This could also include coupon codes to encourage purchases.

For non-e-commerce accounts, we could focus on something called a Lead Generation ad. It’s a way of having our audience sign-up for a newsletter, and send their information in to “learn more” about the product or service being offered.

So there we have it. It’s not rocket science, but it is a science between AB testing and multiple ads before we really find what works. It’s exciting, and we have seen some great results come from this method of advertising on Facebook.

Of course, if you don’t know where to start with Facebook advertising or you are concerned about Facebook’s ever-changing algorithm, we have a team of experts who can help you get started.

Click here to get in touch.