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FBIG: 4. Buy

Once the media plan is aligned with the respective market, it is highly recommended to book your campaign and the ad set right away. This way you can ensure that you will get the results the closest to what you have been forecasting. According to Alpro’s ways of working, countries need to deliver all content not later than 5-7 days prior to the start of the campaign. It takes time to set up each campaign but also to run assets through moderation that can take up to 24h.

There are two major ways of conducting buying on Facebook:

  1. Reach & Frequency

  2. Auction. 

1. Reach and frequency buying is an alternative method for buying ads that let you book campaigns in advance with predictable, optimized reach and controlled frequency. You can create multiple versions of reach and frequency campaigns and compare as well as share them in the Campaign Planner. We typically use this method of buying for campaigns that include a Hero phase of at least 4 weeks.

2. Auction buying offers more choice in terms of objectives and settings flexibility but with less predictable results. We typically use this buying method for shorter Echo or Teaser phases (under 4 weeks) in our campaigns, for Moments activations or for some markets with smaller populations (e.g. Baltic states). You can find more information on these two types of buying here.

When creating a campaign on Facebook Ads Manager, also make sure that you are using the approved Naming Convention that will help you later with campaign analytics, identification and Digital Scorecard updates.

How to create a Reach & Frequency campaign on the Facebook Ads Manager:

Auction campaign:


  1. Go to the Facebook Ads Manager and select the market you need.

  2. Create a new campaign
    Click on the green “+ Create”-button to create a new campaign.

  1. Enter your campaign name, buying type and objective. 
    On the image below you’ll find an example of the Reach & Frequency buying method. You can also opt for A/B testing, if you aligned on it with your local team. You can find more information about A/B testing here.


Ignore the campaign budget optimization – it is better if you set up your budgets on the ad set level, as you might need to create multiple ad sets for your campaign. Fill in the ad set name of your campaign and you can skip the ad creation for now. Click Save to Draft. Make sure it is following the most recent Naming Convention.


  1. Implement further ad set setting
    Now you are redirected to the Ad Set, where you can implement further settings. Select the respective market page and the correct Instagram account. You should also indicate the dates of your campaign and the given budget. Further, specify the hours, during which your campaign is going to be served (usually, not applicable unless it is specifically aligned with the market).


On the right side of the draft you will be able to see forecasts for the given budget for metrics such as – reach, % target audience, CPM and frequency. Below you will also have access to the graph representing Reach & Budget that can help your understanding of reach value for the given investments (see the example below).


Then if you scroll further down, you can select your audience (see the image below). There is an option to create one from scratch but we normally use one of the saved audiences – all tribes should be included there prior to any campaign booking.

All Alpro tribes (see the image below), including Alex, have been translated into respective audiences on Facebook and Instagram for all markets. You can find the way we are building these audiences below.

Our Alex tribe is also aged 18-54, includes both genders and interests such as: Meditation, Physical fitness, Yoga, Running or Physical exercise. On top of that, like for other tribes we also add the second bucket of interests, namely: Organic food, Desserts, Chocolate, Vegetarianism, Breakfast, Coffee, Veganism, Cooking or Smoothie. By using AND AND principle, we ensure that our tribes stay relevant to the brand.


You can find more information on how to create your savedcustom (for retargeting purposes) or lookalike audiences on the Facebook for Business platform.

Further down, please tick off all ad formats you will need to include in the campaign. This must be done in order to be able to upload your assets later.

Finally, you can indicate which placements are relevant for your campaign. Only include placements for which you have received optimized mobile assets from the local team. At the moment, we recommend to use: Facebook Feeds, Instagram Feeds, Facebook Video Feeds (if you have only video assets), and Instagram Explore (suitable for both video and display assets).

Keep Facebook Feeds and Instagram Feeds as priority ones and if there is enough budget vs. reach, you can also add the other two (see the example below).


You can also use the Stories format but it is recommended to book a separate ad set for it. Due to the fact that Stories use 9x16 dimensions and not 4x5 like e.g. Feeds, it is a must checking that your content is following necessary tech specifications. Moreover, this type of placement can also affect your budget vs. reach split and the overall CPM.

Last but not least, make sure that you have your optimal frequency set up and then click Reserve and Upload! Then you need to publish your campaign by clicking the green Publish button.

Make sure you have at least one active asset in your campaign during the first 24 hours after the launch date, otherwise the campaign will be deactivated and you will have to rebook it again. However, you can initially book your campaign and the ad set without immediately having your content at hand – it is possible to upload it later. This allows to reserve your campaign and the ad sets well in advance – up to 6 months since the day of booking.

You can book your campaign and the ad set right away but you can also check, whether it’s cheaper/more efficient to reserve it closer to the launch date. If that is the case, you can simply re-book your campaign with the new ad set in it.

  1. Upload assets
    As a final step, you can now upload your assets by creating ads in your ad set. In order to do that, just click on Create Ad.

Give your ad a name and make sure it is still linked to the correct market Facebook page and Instagram account.

Then you move onto the ad set up. There are three choices but we usually go either for creating an ad from scratch (for dark posting) or selecting the existing post (e.g. for our monthly Moments activations).

If we use the existing post, you simply need to choose the right post (usually, pre-scheduled by the counterpart agency from your market) and link it to the relevant URL. Just click Select Post and choose one from the list (see the example below).

If you need to create your ad from scratch, then go for the first option on the ad setup list. Make sure that you have all your creatives at hand and ready for upload. On the right-hand side you can see how your ad will look like on all placements that you have selected previously (in the ad set).

If the dimensions of creative are wrong or not fully corresponding to the tech specs, you will see a notification about what needs to be changed.



You can then add your text copy, add a website URL and tag your partner if it is a branded collaboration (e.g. with an influencer).

Finally, you can refine your tracking settings by activating the respective market pixel or adding UTM tags.

Click Publish to confirm your ad submission. It will then be sent to moderation that can take up to 24 hours. Read more about the ads approval process here. If your ads remain “in review” even after 24 hours, you can read this article to see if anything needs to be corrected.


Once your campaign is scheduled and confirmed, you can go back to your ad set and choose a serving method. There are three main delivering methods available: standard, sequenced and scheduled

Usually, we are following the standard delivering method, allowing the algorithm to pick itself what ad to serve, depending on users behaviour. The other two methods can help prevent ad fatigue (sequenced) or follow a certain advertising pattern (scheduled) depending on your goals.

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