Facebook advertising

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Checklist to a Successful Facebook Campaign

If you’re planning a Facebook campaign and want to make sure you have everything in place before you go live, here’s checklist that covers everything important. Can you tick all boxes below you’re ready to start advertising.

Proper preparation increases the chance of a successful Facebook campaign.

Ad Design and Content

  • Define your unique selling points

What is unique about your product or service? Look at the competitors in your area and try to figure out how you can make your ad campaign stand out. Write down three to five things that you can do better than your strongest competitors. Then use these selling points in the campaign.

  • Choose image(s)

The image is the most important feature of an ad. Make sure you spend some time to figure out what image represents your brand/product/service and at the same time attracts attention and clicks.

  • Write title(s)

Look at your unique selling points and include them in the title, preferably with a clear call-to-action that makes people want to click through to purchase a product, like your fan page or whatever goal you have with your Facebook campaign.

  • Write body text(s)

What are the added values you’d like to say about your product? In the text field of the ad you may introduce your brand and give the visitor a picture of who you are, where you are located and what you do best.

  • Make several ad combinations

This is very important when planning a Facebook campaign. Make many ads and combine text and images in different ways. In doing so, you will get an answer of what works best – what type of ad gets most clicks and what ads generates most sales or likes.

Read more about ad design and content.


  • Define age groups to target

You should always test your ads in different age groups to see what people react on your ads. Try to do this in an unbiased way. Who knows, you may discover that you have a customer group where you least expected it.

  • Define where your target group is located

If you run a business that is physically located somewhere, this is pretty straightforward. You advertise to people in your area. But if you run a web business of some kind, which people can sign up with from all over the world, test where your Facebook campaign is most successful.

  • Define interests of the target group

Is your product or service closely tied to specific interests? If so, define what people who may like you are interested in and target them.

Read more about segmentation.

Ad Formats

  • Decide which ad type to use

Facebook offers several different types of ads. The different ad types have different benefits. Choose the ones that suits your overall goals.

  • Make a combination

Again, the best option is probably to run several ad types to see which ones attract most clicks and generate best results for your business. If you already are active on Facebook, you can have a number of ad formats in your campaign.

Read more about ad formats.

Advertising Budget

  • Set a budget

Before you start advertising, make a plan of how much you’re willing to spend per day on your Facebook campaign. And take into consideration that you might have to spend some initial money on the testing phase – before you know what type of ads your audience responds to.

  • Choose a bidding strategy

When you set up an ad you can choose how much you’re willing to pay for a click. Normally, the more you pay the more impressions your ads will get. Staying close to the max bid is usually wise, but you may want to test different strategies.

  • Choose a cost model

There are two different cost models to choose from: CPC (cost per click) and CPM (cost per thousand impressions). Choose the one that works best for your ad campaign.

Read more about advertising budget.

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