FACEBOOK www.getwsodo.

com
1. Refer to
1. Refer to
This section is for the Marketing Strategist. This is
where they will begin the planning phases of the
www.getwsodo.com planning
1. Refer to
planning
session1. notes
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planning
session
campaign. with team.1. notes
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planning
session
with team.1. notes
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planning
session
with team. 1. notes
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1. Refer to planning session
with team. 1. notes
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session notes
session notes with team. with team.
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session
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with team.

2. Determine the following and add to

Pre-Campaign Form
Ad
Objective(s) to
use
Audience(s)
3. Build Campaign Map
Placement(s)

Ad Budget

4. Submit Campaign Schedule

Map for Ad Manager to
determine campaign
settings. Optimization
Notes

Schedule
5. Discussion of entire
campaign with Ad team
Ghost post or
on page?

Post format

6. Submit campagin map

to creative team and
Facebook
copywriters (Step 2).
Pixel on/off
 Campaign Name
www.getwsodo.com
- Campaign premise and type. (What is the subject/topic
www.getwsodo.com
of the campaign? Is it a temporary campaign or
evergreen?)

1. Goal: Engagement, Comment, Message, Click to

View Landing Page, Visit Checkout, Purchase

2. Budget: How much will be devoted to the entire

camapaign.

3. Schedule: When will the campaign begin/end? Are

there optimization periods? When/how often?

4. Target Audience(s): Who are we trying to

reach?
- Cold Audiences
- Warm Audiences
- HOT Audiences
- Specific Audiences (People who watched a specific
video, post or viewed a specific web page)

5. Lead Magnets to Use: Which landing pages,

docs, forms, templates, etc. will be used in the
campaign. Refer to repository.

6. Branded Content: Y/N

Who is the partner? What is their business page link?

7. Campaign Integration: Does this campaign

integrate with or rely on another campaign that is either
running or in the planning phases?
Purpose
The Campaign Map is the tool that the entire team will use to get a bird's-eye view of the entire campaign and receive instructions on what jobs/tasks need to be completed.

A new map needs to be created each time a new campaign is implemented.

www.getwsodo.com
www.getwsodo.com
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Procedures
1. Marketing Strategist plans the flow of the ad campaigns and assigns duties to team members.
a. Ad steps/stages
b. Audiences
c. Campaign level goals
d. Message/Intents
e. Who is needed to complete the campaign
f. Ad level objectives
2. Send instructions to Creative, Copy, Ad Campaign teams to begin creation of the campaign

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1
Complete Pre-Campaign Form

Needs to include the

following information:
SEE Each step in the ad
REFERENCE TO 1. Ad Flow/Steps
campaign
AD FLOW BUILD
HERE

Mention Objectives (from

2. Ad Objective
Facebook) for each post

2
Ad Flow Build Who we are wanting to reach
3. Audiences
for each ad.

The message we want our

3. Message
copy to represent

The type of creative to use at

4. Creative Type
each step.
Whether the ad points to a sales
The goal(s) of each step. Links,
5. Step Goals page, landing page, download,
Engagement metrics, etc.
etc.
6. Branded
Are we partnering with
Content
another brand?
Partnerships

3
Assign Roles for
campaign creation

4 Monitor progress
of campaign build.
 www.getwsodo.com
www.getwsodo.com

FACEBOOK
Campaign Creation
This needs to be a task list for the following
departments (if applicable):

- Creative Team
- CopywritingTeam
- Content Proofers
- Ad Management Team
- Web Development Team
- Analytics Team

This task list should include ALL of the tasks to

complete the entire campaign from start to finish.

- Video/photos to shoot
- Video Editing
- Copywriting
- Content Proofing
- Scheduling

...if applicable

- Web Development

Sections Needed For Different

Campaign Objectives

Brand Awareness Traffic Conversions

Reach Engagement Catalog Sales

App Installs Store Visits

Video Views

Lead Generation

Messages
FACEBOOK www.getwsodo.com
www.getwsodo.com
For the ad manager. 1. Review campaign map for the
specific campaign at hand before
This step starts once the campaign is starting.
planned and the copy/creative for all posts
is ready.

2. Set Campaign,
Ad Set, and Ad
sections.

2 (b). Notify
Analytics Team

3. Turn Ads ON

4 (a). 4 (b).
NOT EVERGREEN EVERGREEN
Review ads after 24 Campaign check
hrs for minor campaign after 72
adjustments. hrs.

5 (a). Review ads

after 72 hrs. (if
applicable) and 5 (b).
make campaign Review/Optimize
adjustments. ads afer 7 Days

6 (a).
Review/Optimize
ads afer 7 Days
6 (b).
Review/Optimize
ads after 14 Days

7 (a).
Review/Optimize
ads after 14 Days

7 (b).
Review/Optimize
8 (a). ads after 30 days
Review/Optimize
ads after 30 days

9 (a). 8 (b).
Review/Optimize Review/Optimize
every 15 days past every 15 days past
point 8 (a). point 5(d).

Move to Step 4.
 Campaign Details | Brand Awareness
1. Campaign

Campaign Name
Objective

2. Ad Set

1. Ad Set Name
2. Audiences
a. Custom Audience www.getwsodo.com
www.getwsodo.com
b. Saved Audience
c. New Audience
d. Other Audience Settings (Age, Geo, Gender, etc.)
3. Placements
a. Device Type
b. Platforms
a. Facebook
a. Feeds
b. Instant Articles
c. In-Stream Videos
d. Right Column
e. Suggested Videos
f. Marketplace
g. Stories
c. Audience Network
a. Native, Banner and Interstitial
b. In-Stream Videos
c. Rewarded Videos
d. Messenger
a. Inbox
b. Stories
c. Sponsored Messages
e. Mobile Devices/Operating Systems
f. Exclusions or Block Lists
4. Budget & Schedule
a. Budget
b. Schedule

3. Ad

Carousel 1. Name Ad
2. Create Ad or Use Existing Post
3. Select Page(s)
Video/Image
4. Select Format
a. Carousel
b. Image/Video

5. Instant Experience (if applicable) 5. Instant Experience (if applicable)

6. Text 6. Select Image or Video/Slideshow
7. Select Image OR Video/Slideshow a. Image
b. Video/Slideshow

IMAGE
CAROUSEL

7. Text
8. Edit Stories Background Color
9. Add Website URL
VIDEO
CAROUSEL
YES NO

Possible Sections for Copy: IMAGE CAROUSEL Possible Sections for Copy: IMAGE/VIDEO
- Text Section (AKA the post "Caption") - Text Section (AKA the post "Caption")
- Headline
- Description *IF ADD WEBSITE URL IS 'YES'*
- Display Link
- Headline
News Feed Link Description
Possible Sections for Copy: VIDEO CAROUSEL
- Text Section (AKA the post "Caption")
- Headline NEEDED ADS MANAGER
- Description - Destination URL (provided by goal url for ad. Added in by Ads Manager)
NEEDED COPY - Display Link
- Turn on Pixel or NO
COPY ADS MANAGER
& AD
- Destination URL (provided by goal url for ad. Added in by Ads Manager)
- Display Link
ELEMENTS *IF ADD WEBSITE URL IS 'NO'*
The goal is usually to send traffic directly to the facebook business page associated so don't
- Turn on Pixel or NO worry about a link or any further copy besides the text "caption" for the post.