The document outlines a structured Facebook ad campaign including various ad sets targeted towards conversions and catalog sales. It emphasizes optimization through the Facebook pixel event for purchases and involves monitoring progress after 7 days. Different ad sets are designed for distinct audiences, such as lookalikes, past website visitors, and retargeting based on user actions like video views and adding to cart.

1. Facebook Ad
Campaign Structure

2. Ad Sets Exclusion Optimization Ad set creatives
Ad set 1
Interests, demographic info,
etc.
4, 3, 2, and PURCHASE
1. Optimize towards
conversion ›
FB Pixel event:
PURCHASE
—
2. Monitor progress and
adjust after 7 days
Ad set 2
High Value “Super” Lookalike
on Purchase (pixel data)
4, 3, and PURCHASE
Ad set 3
High Value Lookalike on
Purchase (CRM data)
4 and PURCHASE
Ad set 4
Lookalike on Video Views or
Instagram Engagement
PURCHASE
Campaign 1 — Objective :
Conversions
PROSPECTING
Ad
1
Ad
2
Ad
3
Ad
1
Ad
2
Ad
3
Ad
1
Ad
2
Ad
3
Ad
1
Ad
2
Ad
3

3. Ad Sets Exclusion Optimization Ad set creatives
Ad set 5
Broad Audiences
PURCHASE
1. Optimize towards
conversion ›
FB Pixel event:
PURCHASE
2. Monitor progress and
adjust after 7 days
Campaign 2 — Objective : Catalog
Sales
PROSPECTING
Ad
1
Ad
2
Ad
3

4. Ad Sets Exclusion Optimization Ad set creatives
Ad set 1
Past 180 Website Visitors
AND 3+ Page Views
2, 3, 6, and PURCHASE 1. Optimize towards
conversion ›
FB Pixel event:
PURCHASE
—
2. Monitor progress and
adjust after 7 days
Ad set 2
Video View Custom Audience
3 and PURCHASE
Ad set 3
Checkout Initiated
PURCHASE
Campaign 3 — Objective :
Conversions
RETARGETING
Ad
1
Ad
2
Ad
3
Ad
1
Ad
2
Ad
3
Ad
1
Ad
2
Ad
3

5. Ad Sets Exclusion Optimization Ad set creatives
Ad set 4
View or Add To Cart - 30
Days
PURCHASE 1. Optimize towards
conversion ›
FB Pixel event:
PURCHASE
—
2. Monitor progress and
adjust after 7 days
Ad set 5
View or Add to Cart - 60
Days
4 and PURCHASE
Ad set 6
Add to Cart - 180 Days
4, 5, and PURCHASE
Campaign 4 — Objective : Catalog
Sales
RETARGETING
Ad 1 Ad 2
Carous
el
Catalo
g
Ad 1 Ad 2
Carous
el
Catalo
g
Ad 1 Ad 2
Carous
el
Catalo
g

6. Thank you