FBIG: 3. Plan

When you include Facebook and Instagram into your campaign media mix, it is important to define objectives and KPIs. The amount of investments into these platforms will depend on these KPIs.

To help you determine the necessary level of investment, you can make use of the Campaign Planner, a Reach & Frequency campaign simulator tool by Facebook. The Campaign Planner is located in the common tools tab on the Facebook Ads Manager (see the image below).

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By using this tool, you can draft media buying plans and forecast KPIs essential for your campaign objectives. For example, you can compare the amount of budget you need for two different buying objectives or the amount of reach for a given budget (see the example below).

Bear in mind that when selecting a certain objective, you should know (approximately or definitively) what content is planned to be used in the campaign. If we have a campaign or a growth event dedicated to telling a coherent brand story, then it is advisable to go for Video Views (in case we only promote videos) or Brand Awareness (in case we have both dynamic and still assets).

Brand Awareness objective also works well when we are aiming to promote a new SKU or, for example, to announce a sampling & tasting event. When our main campaign goal is to drive people to the external e-commerce website, to promote a giveaway or to engage in some action (e.g. play a game), then we can definitely follow the Traffic objective.

>>> What about the other objectives?

You can adjust other settings in the Campaign Planner, such as length of the campaign, placements, frequency capping and so on (see the example below).

You should also take into account that for each particular objective that you choose, besides high enough reach and impressions, there are other KPIs that you need to track. For example, CPE for display assets, CPV/VTR for video assets and CTR when buying on traffic.

Another important aspect of the campaign is frequency. Frequency or the average number of times each person saw your ad should also be kept in mind. Frequency helps to build awareness and ad recall by showing your message to people in your target audience multiple times. Frequency may average 1 to 2 per ad set or may be much higher, depending on your budget, audience size and schedule. At Alpro we are usually aiming at serving 2 impressions per week.

The fair frequency range also depends on your selected objective. It is harder to achieve high enough frequency when, for example, buying on Video Views, as the goal is to receive as many ThruPlays as possible. Try to get the average frequency of 1.25 per week by adjusting the period of the campaign, placements and the total budget.

According to the Alpro global marketing strategy, we need to aim at achieving high enough reach of at least 70% throughout our campaign. It is possible to do so by using various combinations of Teaser, Hero and Echo phases. Last but not least – keep an eye on the overall campaign CPM. You can find here about what affects your CPM under reach & frequency.  For more detailed information, please consult Alpro Facebook & Instagram Playbook.

When experiencing technical issues with the Campaign Planner, you can always refer to the Ads Manager itself and draft a campaign there. Keep in mind that in this case, you won’t be shown the forecasted number of impressions but all other metrics will be displayed.

Finally, when planning a campaign, make sure that the local team is informed well in advance about all technical specifications for the content creation. This  is necessary in order to run the campaign in certain formats (e.g. instant experience, carousel). You can find all creative specifications and technical requirements for Facebook ad formats here. Per each format you can also find supported objectives and calls to action.

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