Campaign Planning Sheet

Pick your campaign objective:

Brand Awareness: Best for top of funnel content. i.e. educational or branding ads that stand alone (no URL) or link to
blog post.

Reach: Best for top of funnel content OR when trying to reach audience size < 5,000 usually with a bottom of funnel after)
Optimization
- Reach

Traffic: Best for sending top of funnel traffic to blog posts/presell articles OR when you want to run a conversion
campaign but have < 50 conversions/week. (Can also use for click-to-messenger).
Optimization
- Landing Page Views
- Link Clicks

Engagement: Best used for building social proof on a post ID or for comment to message.
Optimization
- Post Engagement

App Installs: Best when promoting an APP on Google play, iTunes, Windows store, Facebook Canvas or Amazon App Store.
Optimization
- App Installs

Video Views: Best when running top of funnel content via video OR when you want to run conversion campaign but have
< 50 conversions/week AND want to use video as creative.
Optimization
- 10 second video view

Lead Generation: Best used when you want to generate a standalone lead and don’t need to send people to a thank you/
offer page immediately after opt-in. Can work for local/service but I don’t recommend.

Messages: Best used for sending sponsored messages. Plan B for click-to-messenger and AFTER traffic objective.

Conversions: Best used when you want a person to take a certain action on your site. For example: Opt-in or purchase.
Must have > 50 conversions a week. (Check your budget to make sure that’s ‘possible’. Optimize for purchase or custom
conversions. (Target audience size > 5,000)
Optimization
- Conversions

Conversion window
- 1 day for lead
- 2 days for purchase

Catalogue Sales: Best when wanting to re-target site visitors with product when they’ve viewed or added to basket but
no purchase, up-sell product to people who have viewed product set, cross-sell products to people who purchased. Uses
product catalogue. Test this objective vs. conversion objective.
Optimization
- Landing Page Views

Conversion window
- 7 days after clicking

Store Visits: Best used if you have a brick and mortar tore with MULTIPLE LOCATIONS. Can target people physically near
your store. Option to include map/directions when clicked.
Traffic System Planning Sheet
Business Name

Top 3 Traffic Goals (ex. leads, new customers, monetize existing, etc.)
1.
2.
3.
Front End Offers/Funnels (Acquisition)
(Name/#1 Goal of Offer)
1.
2.
3.

Back End Offers/Funnels (Monetization)

1.
2.
3.

Avatars
1.
2.
3.
4.

Facebook Campaigns

Campaign Offer Avatar Daily Objective #1 Success

Name Budget Metric Goal
(i.e. CPA)
Ad Set Planning Sheet
Total Campaign Daily Budget $

Set Budget Audience Conversion Optimization/ Placements

Name (Daily/Lifetime) Type Size Event Conversion
(if applicable) Window/Bid
(if applicable)

*For conversion or catalogue sales campaign must move ad set budget at 150% of price of product or average order value.
Ad Planning Sheet
Total Number of Ads

Ad Creative Format Ad Copy Variations

single image 1.
single video 2.
carousel 3.
collection 4.
slideshow

Ad Creative Copy Destination Post ID

Name Format Variation