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Your heart’s racing as you prepare to hit the switch to turn on the traffic from your new Facebook ad campaign, your fingers are trembling towards the mouse button, when out of the blue the thought comes rushing in,” only fools rush in.” You stop in your tracks and make an immediate about-face.

 You revert back to the beginning of the campaign setup. Were your goals defined, what expectations did you set for the campaign? Have you defined your strategy? Check, check, check. All systems go. Then lightning strikes. Is my targeting set up correctly? Have I defined my ideal audience and their interests? Now the wheels are in motion. You shred your campaign down to it’s core.

 In its simplest form, there are three core phases in the ad campaign launch plan…

 The setup phase which we covered in “The Beginner’s Guide To Facebook PPC Mastery post.”

Here you dialed in the campaign specifics such as business type, customer avatar, and started to identify the places they hang out, what they read, who they followed and so on.  It’s here we’ll stay for a while longer.

 First things first, keywords play a huge part of everything we do online. Make sure you’ve done your research first, it will make this next part a lot easier. Start with Google,, and the Google Keyword Planner. This way you will get an ear to the ground and a finger on the pulse of the industry.

 Then after you get your keywords,  use them to do the research for your ad targeting.

 Let’s do a test ad campaign just to get you a generalized feel. Let’s use the keyword phrase vegan dog food as an example. Starting with Google search, we see the predictive keyword phrases populated in the autofill suggestions.

  After the search results return we can see lots of ads for this phrase which is a great sign for us. It means that there is money being made in this niche.

   Next, we scroll all the way down to the bottom of the google results page and make a note of the related keyword search phrases. This is where we begin our research. 

 Next, we head on over to and see what everyone is asking about our subject.

 Now tat we have our intelligence about what’s happening in our niche, we can start to answer the demographic questions about our user.

 It’s time to step up your game and start building those ads. We’ll use the research data to fill out the campaign data.

 Let’s dive right into the Facebook Business Manager (You may only have the ads manager they work the same.)

 The first thing you need to do is add all of your business information and set up your ad manager account. 

 Then jump into your ads account to begin building your campaign. The very first decision we want to make is our campaign objective. In most cases, we want to use the conversions objective

 Name your campaign, and DO NOT turn on the split testing or CBO features since we are in the pre-testing phase. Click Set Up Ad Account, review the information is correct and click create ad account. On the next page, you’ll be presented with the conversion options. You’ll need to have the Facebook pixel installed on your sales funnel, or website in order to track the actual events.

 Once you’ve installed the Facebook pixel, and chosen the event to track jump down to the audience section. Here’s where all of your research pays off.

 First, ignore the custom audiences, jump down to the countries section of the campaign. Stay local or if you sell in multiple countries you can select them as part of your ad campaign audience.

 Once you’ve selected your countries, it’s time to put the keywords and research to work. Start with the main interests we targeted.

 Vegan Dog Food Brands

Vegan Dog Food Stores

Dog Nutrition

 Dog Health

And start entering search terms related to these topics. You want to narrow your audience insight down to between 1,500,000 – 5,000,000.

 We aren’t through yet. We have to build out 10 or more audiences, don’t be in a rush, work through the process until you have all of your interest groups.

In our next post, we’ll dive into phase 2 of this process.

The target and testing phase.

The growth and scale phase.

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