This document serves as a comprehensive worksheet for planning effective Facebook ad campaigns, emphasizing the importance of proper audience targeting and data utilization. It outlines essential questions regarding promotion, value, strategy, copy, and creative elements to engage and convert audiences effectively. Key points include understanding audience needs, establishing clear objectives, and ensuring visual content aligns with campaign goals.

1. Plan Before You Promote
Facebook Ad Creation Worksheet
Advertising on Facebook requires proper planning to efficiently
engage and convert relevant audiences. Before launching a campaign,
answer the following questions to ensure you’re set up for success.
Promotion: Reaching the right people in the right places
1. Do more than make an educated guess when it comes to targeting. Use
specialized tools to determine who is most likely to engage with your ads.
2. Harness existing data, like CRM databases, to find consumers who have already
engaged with your brand and are further down the sales funnel.
3. Facebook does not exist in a vacuum. Consider using signals, or indicators from
the outside world (inventory, traffic, TV ads, etc..) to truly optimize your timing.
Value: Give them a reason to click
What does my audience want to see?
What kind of value am I providing - emotional, educational, entertainment, or
economic?
What will my audience gain by taking my desired action?
Strategy: The big picture
What’s my number one objective?
What specific action do I want to drive?
How does my category sell themselves online?
What unique space can I fill in the social chatter?
Who do my potential customers want to hear from and
what do they want to hear?
Copy: The keyboard’s mightier
than the sword
ü Am I speaking to my fans in a
relatable and conversational way?
ü Does my message include a clear CTA?
ü Is it the right CTA for my goal?
ü Have I clearly outlined my value
proposition?
ü Am I driving the user somewhere
relevant with the proper link?
Creative: A picture’s worth a
thousand clicks
ü Is this image directly tied to my
objective?
ü Is this branded in some way?
ü Does this cut through the clutter?
ü Does my image fit Facebook ad sizing
standards?
ü If there is text on the image, is it under
20%?