Project I made for a wine company about a paid social campaign

1. PAID SOCIAL CAMPAIGN PROJECT

2. GOAL: Put together a paid social campaign targeting acquiring new customers with proposed spend
PROPOSITION: I have decided to go ahead with a campaign on META (Facebook + Instagram) mostly because to date this is still one of the biggest source of growth for companies and
this is likely where you’ll be able to reach most people. It has also one of the most advanced platform for ad campaigns and I thought that would be more interesting for you to see a
campaign on it.
THE BRIEF

3. THE STRUCTURE
Please note: This is one example of a campaign’ structure. There are other ways to structure your campaigns and it’s likely you would test different ones. I made this campaign without having
access to data and not being as familiar as you could be with the brand so there are potentially things that could change. I’m also assuming that you are familiar with Meta advertising and the
campaign creation process but let me know if there are things that are not clear.
CAMPAIGN
- Campaign objective: Conversions = your goal is to acquire new customers and get revenue
- Bidding strategy: Lowest cost if you haven’t done many campaigns so you can get some data in your ad account. What I recommend is to use Cost
cap as you will give a specific CPA for your campaign = better way to control your spend as Facebook will only spend money if it can give you
conversions for this specific CPA versus the lowest cost where it will spend all your budget trying to get you the lowest CPA possible (which could end
up being more than what you expected)
- Campaign budget optimization turned on. This will allow you to control your spend on the ad sets
AD SETS ADS

4. THE STRUCTURE
CAMPAIGN INTERESTS ADS
BROAD
RETARGETING
Exclusion:
- 180 days purchase
- 30 days website visitors
Exclusion:
- 180 days purchase
- 30 days website visitors
You get only fresh new customers
Cost cap a little bit higher on this ad set than
the campaign one so you add more people in
the top of the funnel (will help getting people in
the retargeting campaign)
Cost cap a little bit lower than the campaign
one. So budget is spent a bit more on the
top of funnel ad sets but then converts
better and cheaper on the bottom funnel
AD SETS
Retarget ads to people who went to your website through the broad and interests ad sets = more likely to convert
Interests ad set is likely to perform better than the
broad campaign but it reduces the pool of people
you can target so it’s good to have the 2 of them

5. THE STRUCTURE
CAMPAIGN AD SETS AD
AD
AD
AD
AD
3 to 5 ads per ad set depending on your budget.
More ads = more time Facebook will need to
optimize
1:1
FB feed
9:16
IG
stories
1:1
IG feed
Placement specific creatives for each ads = likely
to impact performances
Videos tend to perform better as they can convey more information but
they do require much more work.
You can also use dynamic ads for retargeting campaigns so it can display
automatically a carousel of bottles of wine they’ve seen on the website

6. Minimum budget in a best case scenario:
CPA 7.14 NUMBER OF AD SETS
* *
CPA is the target you want to get.
This will be your cost cap if you
choose this bidding strategy. I don’t
have access to your data so I won’t
have an accurate view but let’s say
you want to have a CPA of £10
Facebook requires 50 conversions in
an ad set in a week to get out of the
learning phase and optimize your
campaigns so that gives us 7.14
conversions / day
(https://www.facebook.com/business/
help/112167992830700)
Based on previous slides and content:
£10 * 7.14 * 3 = £ 214.2 minimum daily budget
Please note that if you’re using the cost cap bidding strategy, you’re telling Meta to only spend that budget if it can find conversions at a £10 CPA which means that if it can’t, you won’t be
spending that money and as a result is a better way to control your spend
THE BUDGET

7. THE CAMPAIGN
You can do campaigns on a lot of different subjects, from seasonal offers to country targeting, company/products proposition value, formats (UGC, unboxing, testimonials…)…
I’ve read one of your interviews where you were describing Vintner as a company focusing on the experience and why people were drinking wine and not necessarily focusing on the maker
and the bottle. Recently I got invited by a friend to an Italian lunch party and I thought it would be interesting to base a campaign on this theme.
As this is not a real campaign, I took the freedom to pick 3 different images from Pinterest without having to think about image rights. The choice of images is mostly due to constraints of
time. Videos would likely perform better but this is something to test. Each of the images match a different style of content so you can get some data about which style performs best.
Fashion Editorial style UGC style Product focused
COPY:
You can be your own little Italy! Shop now
our best-selling Italian wines to bring Italy
to you ! ! !
IMAGES:
Either the best selling Italian wines
(https://vintner.london/collections/all?sort=best
-selling&pf_t_country=Country_Italy)
Or else, you can create its own collection page
for a more curated, editorial list of wines
LANDING PAGE:

8. THE CAMPAIGN
BROAD + INTEREST ADS
I’m using for these ads the structure shown in slide 4 and 5. I’m not adding every placement creatives as I don’t think it would be useful so I’m just adding Facebook Feed Desktop so you
get a general idea of the ads but you would expect for a campaign to have adapted creatives based on placements
RETARGETING
Since people in the retargeting campaign have already seen the
previous ads and your website, they are already familiar with
your brand so it makes sense to show them dynamic ads of the
bottles they looked at on the website with direct links to the
product pages