Page 82 - Black Friday Ebook (FINAL)

Traffic

Campaign structure

Ok, all your ducks are in a row, time to map and build those

campaigns.

Here is how we build our campaigns for Facebook and Instagram.

We organise our campaigns around the 3 major steps in a Customer’s Journey:

● Awareness
● Consideration

● Conversion

For each of those steps, we’ll explain:

● the primary goal

● the audiences to activate

● and the type of content to use.

We’re trying to keep the following paragraphs as simple as possible.

But there are quite a lot of details behind these steps, especially when it comes
to Audiences and Creatives.

Please refer to the corresponding chapters for the details behind those topics.