How to Create an Effective Facebook Marketing Campaign

Many businesses find success in marketing on Facebook. It’s because of several factors like ads, targeting audiences, sponsored posts, and more. But, like any other marketing strategy, a Facebook marketing campaign requires time and energy to succeed. And if you’re ready to use this opportunity to start a marketing campaign on the social media site, here’s your essential guide.

Step 1: Plan Your Marketing Campaign

Similar to planning other marketing strategies, you don’t want to go in blind with your Facebook marketing campaign. 

When discussing your marketing campaign on the social media site, it’s synonymous with Facebook ads. After all, you’re promoting your business there. 

Another marketing strategy to consider is publishing your promotional posts on your Facebook page. Vanity metrics are your indicators for this strategy. And it can be difficult to measure that unless you ask for customer feedback after every purchase, which could help you evaluate if it was successful.

The planning stage is crucial to identify your objectives, decide on a timeline, select your audience, set a budget, and create your branded marketing assets. And we’ll discuss more of these below.

Step 2: Select an Ad Objective

Facebook makes it easy for businesses and marketers to choose among objectives to optimize their marketing campaigns. As of writing, the social media platform is simplifying its objectives system. So far, here are the six ad objectives you can choose from when you start your Facebook marketing campaign:

• Awareness
• Traffic
• Engagement
• App Promotion
• Leads
• Sales

Step 3: Choose Your Audience

Although you want to reach out to more people, your Facebook marketing campaign can be successful if you narrow your audience. It’s a good thing that you can choose from an objective first. This allows you to identify the audience you want to select for a specific objective. Here are three audience options for any ad campaign:

• Core audiences
• Custom audiences
• Lookalike audiences

And if you want to narrow it down and target specific people, here are several considerations:

Core audiences

• Location
• Demographics
• Interests
• Behavior
• Connections

Custom audiences

• Contact lists
• App users
• Site visitors

Step 4: Set Your Budget + Frequency

Facebook allows you to set a daily or lifetime budget for your ads. Plus, you can choose between Campaign and Ad set budgets. But is there a minimum budget for these options? Facebook recommends different budget limits. Here’s what they say:

Meanwhile, when talking about ad frequency, Facebook enables you to run a campaign for up to 90 days. There’s no set frequency for a successful marketing campaign. You’re in charge of how long you want the ads to run on your page. But if you want to run ads for 90 days, prepare a big budget to cover that period.

Step 5: Create Your Assets

The step before publishing your Facebook campaign is creating your campaign assets. For this step, you can outsource your work to graphic designers or video creators. But if you have an in-house marketer with graphic design or video editing skills, they can take over this task. 

However, if you’re a lone entrepreneur and want to try creating your assets, you can use graphic design and video editing software applications. Most of these applications have templates to help you design images and render videos.

For your reference, you can take a look at each Facebook ad specification for image, video, carousel, and collection ads on this link.

Step 6: Edit Your Ad Campaign

Another advantage of implementing a marketing campaign on the social media platform is that you can tweak your ads while running. Don’t worry about your previous engagement rates; they will stay put.

How do you tweak your marketing campaign? You can edit via the Ad manager. With the Ad Manager, you can edit your advertising assets or your Meta Advantage+ catalog ad. Here are other things you can edit while running your campaign:

• Campaign name
• Spending limit
• Campaign budget

Unfortunately, you can’t edit your objective. Plus, your ad may be reviewed when you make amendments.

Step 7: Assess Your Campaign

Hoorah! Your Facebook marketing campaign is over. But the work isn’t totally done. After your campaign has finished, you need to assess how it went. This step is necessary to check if your marketing campaign worked or if you need to improve the next round. Fortunately, you can check the stats and all other insights on your Ads Manager page.

Examples of Successful Facebook Marketing Campaigns

Here are five successful campaigns straight from Facebook Business Stories.

1. Corkcicle

Corkcicle ran a Facebook ad campaign from August 11 to September 23, 2022, to increase its sales. With the help of Brkfst.io, Corkcircle ran an A/B test. Campaign A included interests along with their targeted audience. Meanwhile, Campaign B had a broad targeted audience. After this campaign, their sales revenue soared to 34.5%. Plus, there was a 5.5% purchase conversion rate.

2. Underoutfit

Here’s another brand that found success while advertising on Facebook. Underoutfit’s objectives were to increase its customer base and attract them to buy its products. Plus, they wanted an increase in return ad spend. They ran branded content and video ads. 

And in those 14 days, they managed to get a 47% clickthrough rate. Plus, they had a 38% increase in return on ad spend, making their campaign successful.

3. Ray-Ban

The famous eyewear brand ran its ads on Facebook last July 2022. Ray-Ban wanted to test the effectiveness of two Facebook ad features: Meta Pixel and Conversions API. It was to see if having these two would aid leads in becoming customers. After the campaign, the brand reached more customers (36%) and increase its online sales (10%).

4. Boohoo

Hailing from the UK, Boohoo wanted to become the top apparel brand in the country and the US. They used catalogue and video ads to target customers. And after the campaign, they managed to get 6.7 and 7.7-point increases in purchase intent in the US and UK, respectively. 

5. Oris

Finally, the last brand on our list is Oris. The luxury watchmaker wanted to increase sales during the pandemic. They targeted ten markets and ran the Meta Advantage+ catalogue and carousel ads for this campaign. During the campaign, they achieved a decrease per cost in the following:

• 47% – per checkout
• 32% – per incremental checkout
• 34% – per 1,000 views