The document outlines a 5-step process for running effective Facebook ads and retargeting campaigns: 1. Identify your audience and target them using custom audiences based on actions and demographic data. Install the Facebook pixel. 2. Run ads to engaging content to identify interested users and retarget them later. Experiment with different ad creatives and audiences. 3. Create new custom and lookalike audiences based on user behaviors to refine targeting of interested users. 4. Remarket to filtered audiences using ads directly linking to products/services, retargeting those who engaged but did not complete purchases. 5. Continuously monitor and refine campaigns by increasing high-performing ad budgets, replacing

1. FacebookAd&RetargetingProcess
The process we use to run Facebook ads internally and for our
clients
www.dowsocial.com/facebook-training

2. Contents
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5
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11
Foreword
Business To Consumer Process
Business To Business Process
Understanding The Process
5 Step Facebook Ad Process
Facebook Ad & Retargeting Process
Facebook Ad Creative
Glossary of Terms
Reward???

3. Facebook Ad & Retargeting Process
Thanks for requesting a copy of our approach to Facebook Ad and retargeting process.
I have written this guide as I believe that Facebook ads are a huge opportunity for businesses,
but many even those with successful businesses and marketing know-how overwhelmed with
options and unsure where to begin.
Hopefully you’ll be reading this over a nice injection of caffeine and maybe even a biscuit
The inspiration was a training session with a
local eCommerce company who were looking
to stop paying an agency huge fees and run
their ads in house.
They wanted to understand the process
forwards and backwards, so it could be
modified and implemented in line with their
objectives.
During the session, I got out an A3 pen and
paper and mapped out the process for ads.
This A3 drawing formed the basis of the graphics you find later in this PDF
I then put a post to my LinkedIn and Facebook networks asking if anyone would like to read
them and the response was incredible.
I quickly went about making the modifications to that process graphic mapped out, taking
out the elements specific to their business and creating a separate workflow for those selling
to other businesses instead of to the public.
Hopefully the result is an overview of the process that pinpoints where you need to start and
how the different aspects of a successful campaign flow and intertwine.
Let me know if this helps give you a clearer understanding of Facebook ads or any additional
content you think would help guide your process.
I look forward to seeing the results of your action
Kristian Downer
Creative Director
Contact me direct
Mobile: +44 7747116155
Email: Kristian@dowsocial.com
Foreword

4. Business To Consumer Process Flow

5. Business To Business Process Flow

6. Eria nimoditatia voluptatas aut la nimint
molore velenda debissitio.
The objective of Facebook advertising (or any other social media
advertising for that matter) is to get a reaction and action from
potential customers.
The less your audience knows about you the harder this is to do
and the more expensive it will be to attempt using Facebook Ads.
This process is designed to target, segment, educate and entertain
your audience so they take action which hits your objective.
This objective will typically be to either generate awareness or push
users to take an action that moves them to the next phase of your
sales process.
As you progress through the different steps you message your ads
and filter who receives them so that only those who can be
identified as interested see your content.
This increases their relevance to your audience which makes the
user and the platform happy.
The outcome of the successful use of this process should be
reduced advertising costs and higher conversion rates.
Facebook see their job as matching
users with relevant content
particularly when it comes to ads
They want advertisers to run adverts that
are well targeted and relevant to those
that see them.
This makes Facebook happy as they
generate advertising revenue without
damaging the users’ experience.
They reward advertisers with higher
relevance scores on their ads a rough
indication that the advertiser is reaching
their target audience at the optimal price.
This means lower costs, more conversions
and a higher return on investments.
Understanding The Process
Facebook Ad & Retargeting Process

7. Facebook Ad & Retargeting Process
Step 1 - Identify Your Audience
The purpose of this step is to build an understanding of our audience, target them using
advertising and put the infrastructure in place to capture the actions they take.
The creation of audiences based on actions already taken using data we control and those based
on demographic/interest data that Facebook already have can be used to start running ads
based on either a cold or limited knowledge of our business.
These ads are created using “Business Manager” and captured using the Facebook pixel that
must be installed on the site.
5 Step Facebook Ad Process
Step 2 – Run Ads To Content
Depending on whether you are selling B2B or to consumers you will run ads to either interesting
content that helps identify the users interest in what you do or to the relevant product or
landing page.
The idea here is that users will be effectively raising their hands and showing an interest in what
you do, so you can then retarget them and run more ads to them down the line.
You should experiment with different adverts split testing different creative, audiences, calls to
action and text to see which are the most effective
With some products/services that have larger awareness and shorter buying processes it may
not be required to run ads to content first, however doing so will increase your understanding of
the audience in the long term.
Step 3 – Create Behaviour Based Audiences
Running your first ads give you data to create new custom and lookalike audiences based on
behaviour.
These audiences will allow you to run ads to those most interested in your products or services
ignoring those that did not react to your first adverts.
Step 4 – Filtering and Remarketing With Ads
Now you have created custom and lookalike audiences you can run adverts to these filtered
users directly to the product or landing page that will push them to the next stage of their
sales/buying process.
This behaviour can then be retargeted with adverts to those that view these pages but do not
buy or go onto the next stage of the sales process.This will include people that added things to
their shopping basket but did not complete the sale.
All adverts should be split tested rigorously to maximise returns
Step 5 – Review and Refine
Once this process is set up it should continuously monitored with a view to increase the budget
of performing ads, replacing ineffective ads and to align organic content with the different paid
advertising that is working.

8. Text
The text for your advert goes above the
image and should call out your audience.
Explaining the problem they have and the
solution your product or content offers
It should end by articulating the call to
action.
Creative
The creative is the image or video that you
use with your Facebook ad.
The creative should capture attention and
be related to the product, service or content
you are promoting.
More than half of all ads are seen on
mobile and you need people to stop
scrolling past their ad.
It should not be more than 20% text to
adhere to Facebook rules.
Headline
The headline is the text below the image
and the company URL. It should summarise
the offer or content you are promoting.
Call To Action Button
This button to the right of the text that we
want the user to click on to take everyone
to the target content.
Facebook Ad Creative
Facebook Ad & Retargeting Process

9. 9
Facebook Ad & Retargeting Process
Glossary of Terms
Audience Avatar
The name given for the audience profile of the person you’re targeting. Will include their
location, gender, age range and relevant interests specific to your product/service. The basis for
the entire structure, tone, creative and focus of your adverts
Saved Audience
What Facebook call an audience created from their interest & demographic data
Organic Content
Content posted on your Facebook page that is viewed by people without you paying for
advertising
Custom Audience
An audience created based on user behaviour. The can include people that have visited your
website, people that have engaged with your Facebook page, existing customers (from their
emails), people who have viewed a video of yours or people that have downloaded/used your
app.
Lookalike Audience
A Lookalike audience is a group of Facebook users created from the data created from a custom
audience within your ad account. You can create an audience of the people that share the most
demographic and interest based characteristics as people who have interacted with your site
Landing Page
A specific page you set up on your website to send Facebook advertising traffic to with either a
sales/product page or a contact form/piece of content.
Call To Action
The button or piece of text that tells people what you want them to do when they view your
advert, typical calls to action could be “call us” “sign up” “learn more”
When clicked this then takes the person to the place you want them to go on your website or
within Facebook.
Facebook Pixel
The piece of code you can install on your website that tracks who visits your site. You can use
this information to run ads based on whether someone has visited your site and what pages
they have visited or actions they have taken.

10. 10
Facebook Ad & Retargeting Process
Glossary of Terms
Creative
Another term for the images or video you are going to use in your adverts. We recommend
testing out different creative using the split test functionality to see what styles and formats
work best for your audience
Ad Text
As you would expect this is the text used in your advert, specifically the text that goes above the
creative
Headline
The bold text at the bottom of the ad
Relevance Score
Once an ad has been seen by 500 people it is given a “relevance score” out of 10 to reflect how
relevant it is to the target audience. Typically the higher the score the more optimal the cost per
objective.
Blog Post
An informative article, story or piece of content you place on your website that will educate or
entertain people that have an interest in the product or service that you sell.
Split Test
When you run different version of adverts with details such as the target audience, creative or
text changed. The objective is to see which ones work better to improve the efficiency and
effectiveness of your ad spend.

11. If you got this far there is a reward
Email Kristian@dowsocial.com with the subject title
“I actually read it”
To get a free 30 minute Facebook ad consultation
Facebook Ad & Retargeting Process