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Bring Facebook Campaigns to Life With a Strong Creative Strategy

Written by: Ryan Pitylak, CEO, Unique Influence

The success of a Facebook campaign lives and dies in the creative strategy. Next to proper audience targeting, creative is the most crucial factor impacting performance.

At Unique Influence, we use a methodical process to understand a brand’s identity, identify interesting creative opportunities, brainstorm cohesive campaigns, and ultimately create images and copy that are poised for success.

Step 1: Discovery

During the initial kick off call with a new client, we gather information that we’ll use to create a creative brief. This meeting is designed to give us a clearer idea of the brand, their target audience, and the ultimate goal of our advertising efforts. For example, we might ask:

  • What is the single, most persuasive idea we can convey to your customers?
  • Why should they believe us?
  • What sets us apart from the competition?

The answers to these questions help us establish targeting, identify key messages, and develop campaign ideas.

Step 2: Creation

We use the information we gathered in Step 1 to create a creative brief, a document that speaks to a client’s identity, customers, and goals. We can refer back to this guide at any time to ensure we stay on message and on brand.

We then develop an advertising plan that includes several fully developed ad concepts with associated audience targeting. We pitch these ideas to the client, receive feedback, and then work to incorporate their requests until the ads are ready to test.

Step 3: Testing

Once we have final approval from the client, we begin testing the ads on Facebook. We use an iterative process that involves removing the worst performing ads while continually creating variations of the best performing ads.

Over time, we find sets of creative that work particularly well. We then build multiple variations of these high performing campaigns, and then rotate through the best-performing creative every few days. Cycling concepts like this helps prevent ad fatigue.

Step 4: Scale

To expand reach, we’ll develop new audience targets based on our best performing segments and then create new ad concepts that target these audiences.  This never-ending cycle is the secret to continued growth in an account, and allows us to go from $0 in spend to $60K in 60 days.

Finding the right number of ads depends on a client’s vertical and the size of the targeted audience.  If you’re showing ads to your audiences frequently (which is more typical for smaller audience pools), then you will need to rotate through your ads quickly. Mobile app companies can typically use the same creative for longer, as their ads typically explain the overall value proposition of their app, while E-commerce companies should rotate their creative frequently, because they often feature specific products in their ads.

It takes a lot of experience to know which creative will perform well, and you won’t know for sure until you’ve tested it. We’ve developed our knowledge by running countless Facebook campaigns, and working closely with the Nanigans team to leverage best practices.


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