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.
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.
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.
Step 1 - Map your funnel and identify where paid traffic makes sense
Plan Your Facebook Ads Campaign. Draw a clear, visual document that illustrates how your Facebook Ads and funnel are structured.
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
Structure Your Facebook Ad Account, Design a complete blueprint of how your Facebook Ad Account will look like that will allow you to scale and optimize your Facebook Ads campaigns moving forward.
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).