Facebook Advertising Plan

The 7-Step Facebook Ad Plan… Lessons Pulled from the DigitalMarketer Vault

The 7-Step Facebook Ad Plan... Lessons Pulled from the DigitalMarketer Vault

If you’ve been wanting to create a Facebook advertising plan or revamp your existing Facebook ad strategy, you’ve come to the right place.

DigitalMarketer drives A LOT of traffic from Facebook, and we’ve learned a couple new things over the last few years. From campaign strategies to appropriate audience targeting, let’s just say we’ve made a few mistakes, so you don’t have to. You’re welcome.

And because we’re the nicest, coolest, most awesome digital marketers, we want to share our wealth of knowledge with you. In fact, we’ve pulled all our strategies, results, and lessons from some of our recent content for you to use in your own Facebook advertising strategy. You get all the secrets from the DM vault. After all, “Document and Share Your Knowledge” is one of our core values here at DigitalMarketer.

So, whether you’re just starting out, or refining your tried-and-true practices, you’ll be able to expand your Facebook ad knowledge through this step-by-step process we created with some of our best content on Facebook ads.

Step 1—Find Your Ideal Customer

Facebook ad plan from Perpetual Traffic Episode 166

First things first. You need to learn who your target audience is. Through the Customer Value Journey, you’ll be able to hone in on your ideal customer and start thinking through ways to increase revenue that doesn’t just involve traffic.

You’ll also need to learn how you start increasing revenue through optimization techniques to get even more out of the paid ads you’re already running.

In this episode of Perpetual Traffic, you’ll discover that you may be focusing your efforts in all the wrong places.

Take action on this >> Why Facebook Traffic is NOT Your Problem

Step 2—Learn Best Practices

Facebook ad plan from Facebook ad reflection blog post

Every year Molly Pittman, co-founder of TrainMyTrafficPerson.com, does a review of her best Facebook paid ads and what she learned throughout the year. For 2018, it was all about social proof and following through on your promise.


Because Facebook wants the best experience for its users. When you’re creating ads that are actually resonating with your audience and your customer feels the need to react, Facebook is going to “reward” you with better optimization. You’ll achieve lower costs, which will eventually make it easier to scale your campaigns.

Take action on this >> Facebook Ad Lessons

Step 3—Select Facebook Ad Targeting Options

Facebook ad plan from facebook ad updates blog post

Let’s face it, Facebook made a lot of updates over the past year. Some of the most important ones came after the good ole Cambridge Analytica scandal. As Facebook started to pull back on targeting, it got more difficult for digital marketers like us to learn how to build the right audiences.

Fortunately, our good pal Dennis Yu, Chief Technology Officer at BlitzMetrics, sat down with our Director of Product and talked us out of our panicked state. Good news: there’s still plenty of ways to win over a potential customer with the right targeting.

Take action on this >> Facebook Ad Targeting Updates 2018

Step 4—Set Up Retargeting

Facebook ad plan from retargeting blog post

According to Supriya Gupta, Head of Marketing at RetargetLinks, retargeting is one of the best things you can do for your advertising. But unfortunately, retargeting has gotten a bad rep. With retargeting comes a crap-ton (actual unit of measurement) of marketing jargon: custom audiences, retargeting scripts, conversion scripts.

Fortunately, she breaks it down into easy-to-understand steps. From actually building a link retargeting strategy to optimizing conversion rates, it’s all laid out for you, so you can start this easy ad technique ASAP.

Take action on this >> 3 Tips to Set Up a Retargeting Campaign

Step 5—Troubleshoot and Optimize

Facebook ad plan from Perpetual Traffic Episode 160

One of the best (and worst) things about Facebook ads is that strategies are constantly changing, and you need to keep a pulse on the industry at all times. That’s why it’s important to constantly monitor and track your campaigns so you can make little tweaks or change direction completely when you need to.

Fortunately, our experts on Perpetual Traffic walk you through common mistakes people are making every day, allowing you to fix any issues on the spot and do a health check on your current strategy.

Take action on this >> Facebook Ad Conversion Troubleshooting

Step 6—Retarget Throughout the Funnel

Facebook ad plan from remarketing blog post

The one thing you never want to do when running Facebook ads is leave money on the table. In order to avoid this tragic fate, you have to make sure that your customers are nurtured through each step of the sales funnel. So, it makes sense that one of the best ways to optimize your campaigns is by finding the step of the funnel that people are getting stuck on.

John Grimshaw, Co-founder of Digital Strategy Boot Camps, will walk you through exactly how to do this in his blog about remarketing. You’ll learn how to drive more sales and more leads in less than 10 minutes!

Take action on this >> Facebook Remarketing Tips

Step 7—Scale Your Campaigns

Facebook ad plan from Perpetual Traffic episode 130

The last piece of the puzzle… scale. It’s time to take your test campaign to the next level (cue Rocky Balboa music).  From creating more personalized ads to figuring out the correct strategies that will effectively reach your audience, scaling is perhaps the most important step in generating more revenue.

That’s why this Perpetual Traffic episode walks you through an entire year of strategies to help you get to the next level.

Take action on this >> 10 Digital Marketing Concepts to Scale Paid Traffic Campaigns

Now you’re ready. With these 7 posts and strategies, you’ll have an unbeatable arsenal of Facebook ad resources to tap into. Not only that, but now you can start to leverage different techniques to grow and nurture your customers and continue providing value with your product.



The lovely content team here at DigitalMarketer works hard to make sure you have the best blog posts to read. But some posts require a group effort, and we decided to stop the rock-paper-scissors tournaments that decided the byline so that we had more time to write. Besides, we all graduated from kindergarten: we can share.

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