Campaign overview

For this campaign, we are sending cold traffic interested it fitness brands to a blog post about effective goal setting. We are then retargeting people who clicked-through and read the blog post with two or more product ads.

This strategy enables us to build a relationship with people before asking for the sale. This will lead to a higher conversion rate, reduced cost-per-conversion, and higher customer satisfaction.

Ad 1 - Blog post

• Placement: News Feed (desktop & mobile)
• Targeting: Women aged 21 - 34 who live in the United states, are interested in Nike, Adidas, or physical fitness (this would be tested and further refined)
• Bidding strategy: Clicks to blog post

Note the long, conversation copy and photo creative that highlights the lifestyle we are speaking to. We are targeting cold traffic with this ad. These are people that have never heard of FitLife before.

This is an opportunity to warm them up and introduce them to our brand values. The long copy helps engage people who are truly interested and increases the likelihood of a click-through to our blog post.

It's never about maximizing clicks. It's about maximizing the right clicks - folks who aren't just likely to buy, but to become promoters of our brand.

Ad 2 - Product

• Placement: News Feed (desktop & mobile)
• Targeting: Custom Audience (people who clicked-through to the blog post from previous ad)
• Bidding strategy: Website Conversions (optimize for purchases)

Notice how this ad is short and to the point. Now that the people we are targeting know who we are and have a sense of our brand, it is more effective to target them with a product ad than if they were cold. These ads are optimized for conversions - meaning Facebook will show this ad to folks most likely to buy.

For product ads, we would focus on building a portfolio of photo creatives that highlight our product being worn by fit women in their 20s and 30s wearing workout clothes. Photos that highlight just the product itself are less likely to convert than ones that highlight women using it.

Ad 3 - Product

• Placement: News Feed (desktop & mobile)
• Targeting: Custom Audience (people who clicked-through to the blog post from previous ad)
• Bidding strategy: Website Conversions (optimize for purchases)

This ad is very similar to the other product ad. It highlights the power of this strategy to sell multiple products. This ad has photo creative closer to what we would want to shoot for with product ads.