Facebook strategy and campaigns

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Why Facebook strategy?

As we know, Facebook has become a major part of digital marketing communication for almost every brand. Advertising on the social network is widely available, as it opens up a number of opportunities for business and we can say that it is offered at a good price, i.e. almost everyone can afford it – from the neighborhood flower shop to multimillion-dollar companies with a rich history and tradition.

But what sets Facebook’s chaotic content sponsorship apart from detailed campaigns that deliver real business results is precisely the existence of a strategy – one that is tied to the brand’s business goals, the results we strive for, and with the opportunities we have.

Therefore, we can define the strategy as the path we must follow in order to achieve a visible goal in our advertising on Facebook. Such a strategy would be useful in outlining some important areas of focus, and could follow a similar structure:


Analysis of digital assets on Facebook, evaluation of campaigns and recommendations for improvement.


Setting clear goals to follow the main business objectives of the brand and to be tailored to specific opportunities.


Outlining specific steps of work to achieve the set goals in terms of appropriate formats, used optimizations and optimal budgets.


Planning future opportunities for further development that would arise as a result of proper management of the current strategy.

цели можете да постигате във Facebook кампании

What goals can you achieve in Facebook campaigns?

The opportunities that Facebook offers for advertising are numerous. What unites them, however, is that they follow the logic of the consumer journey in its various phases of contact with the brand – from acquaintance, through engagement, to the valuable final action. Or as they present them on Facebook – as the main goals for Awareness – Consideration – Conversion. In each of them we can choose from different types of campaigns that have their own specifications and can help us achieve the main goal.

Awareness phase

In the Awareness phase, we can choose between two types of campaigns – Brand Awareness or Reach. This type of campaign can be used when the brand is not so well known and we need to present it to a large audience or, for example, when we introduce a new product or service to the market and it needs to gain enough popularity.

Consideration phase

The consideration phase is the next step of fundamental importance. Unfortunately, the ideal scenario where we say, “this is us, this is our product, buy it” and the consumers buy it does not exist in most cases, and we need to go through a phase where consumers need to be convinced that this is the case. It is the right solution for them. This includes some of the most commonly used types of campaigns and those that deliver very valuable results to build on.

If we want users to learn more about the product or service we offer, or to commit to content we’ve shared on our site, watch a video that we think presents our offerings in a good light, or initiate contact with users , inviting them to send us a message – all this falls into this phase.

Here is a complete list of campaigns we can take advantage of:



generate traffic to the site
Engagement 1


engaging with content
App Installs

App Installs

install application
Video views

Video Views

video views
Lead generation

Lead Generation

gathering users interested in the product or service, called “leads”, using an interactive lead form


sending direct messages to the brand

Conversion phase

Finally, the most important step remained – the one that really brings us the most valuable and significant business results – the Conversion phase. In this phase, we strive to move the already strongly engaged consumers with the brand another final step forward – to perform the action that brings the greatest value to us from a business point of view and which we call conversion.
By “conversion” we mean not only a purchase, but also other important goals for us, which depend on the specifics of the brand. This could be filling out a contact form on the site, downloading some kind of catalog, buying or adding to cart, or even visiting a physical store.

Here it is very important what kind of audience we will target when targeting ads and what will be our value proposition. That’s why the Conversion phase often relies on Remarketing or Retargeting audiences, which in most cases demonstrate the best Conversion Rate.

The campaigns we can choose from in this step are:



campaigns optimized for a specific valuable action – conversion
Catalogue sales

Sales Catalog

campaigns that are most often used by online stores and are based on offering products from the brand’s product catalog
Store traffic

Store Traffic

campaigns that target traffic to the physical location of the brand – shop, restaurant or others.

What are the key elements of (successful) Facebook campaigns?

For our Facebook campaigns to be successful, it is important that they are well prepared in two main aspects – technical and creative. To the technical part we can include important details such as campaign goal, budget and period, targeting and positioning.The creative side includes the things which hellp us to attract the attention of our target users – advertising formats, key vision and messages.

Since we have already looked in detail at the goals we can set for our Facebook campaigns, we will now turn briefly to the other elements that we can identify as key to success:

The budget

The budget is a key detail that must be in line with our main goals. Depending on what they are, we can plan a mix of different campaigns to achieve the desired results.


Targeting, which, by the way, is one of the main benefits of Facebook advertising, is perhaps the most important key element in planning our campaigns. Reaching the right audience guarantees us good results and, accordingly, successful implementation of the set goals.

The formats

Formats are an element that depends directly on the goal we have set, as well as the information we want to provide. For example, Awareness campaigns include banner and video formats that can clearly present the main message and convey more information to users in a short time.

Key vision

The key vision contains the main elements, carriers the idea of the campaign – photos in the same style, logo, typography, other graphic and visual elements. Its task is to build awareness and create consumer associations for the brand and its main products or services on a subconscious level. This is one of the elements of marketing communication, whose function is to ensure consistency in publications over time.

Key messages

The key messages contain the basic information that the brand wants its users to hear, understand and remember. They are in a short format and present the main function of the product or service communicated in the campaign, what they give to the consumer and how they differ from their competitors.

са ключовите елементи на успешните Facebook кампании
създаваме съдържание за Facebook кампании

How do we create content for Facebook campaigns?

Our experience shows that consumers go through a large number of interactions with the brand before making a final decision. Therefore, in addition to providing advertising communication for each part of the consumer funnel, the strategy also includes content in the form of publications that bring added value. Through them:


  • we provide information to explain the overall idea behind the campaign;
  • we answer questions that consumers ask themselves before buying a product or service;
  • we emphasize on the main benefits it brings and the pain that our product or service solves;
  • we show satisfied customers through their reviews and success stories.