The Three Layers Of a Successful Facebook Campaign (updated 2020)

Whatever we may say impressions are no longer a KPI businesses are penchant for taking into consideration when it comes the time to determine the success of a marketing campaign. Truth be told, some branding-focused giants like Coca Cola, McDonald’s or Red Bull still need to secure their inventory slots no matter how much money returns at the end of the day but true is also that for the remaining 99% of online worldwide marketers (especially SMBs which cover most of the Facebook advertising space) the only thing the matters is ending up ROI positive at the end of the fair. Facebook offers you different solutions for your marketing goals but most of those are just preparatory steps to keep your audience warm in order to bring some good cash in eventually.

For counting with a total population of +2B users, for the granularity of its targeting, for its unachievable organic engagement rate (an active user checks Facebook more than 10 times a day on average spending +20 minutes on the platform daily) and a sophisticated ability to track any taste or behaviour a person shows and subsequently predict a buyer’s intents like no others, Facebook is the house where every business has to live.

When we launch a campaign on Facebook we are competing on an auction to get an advertising spot on a specific Facebook placement…