As businesses are beginning to integrate digital, mobile, and social media into their marketing communications mix, it seems as though some may be forgetting about best practice fundamentals. Although there are more technologies, channels, and strategies to consider than ever before, the basic campaign elements forming the foundation for success remain consistent.

Tip to marketers starting to experiment with Facebook ad buys and campaigns: Don’t assume that there’s added complexity just because you’re navigating territory previously unknown to you. When planning a digital campaign, refer back to traditional direct marketing best practices.

I recently came across a short video which outlines eight elements of a successful Facebook advertising campaign. They’re solid recommendations that businesses can reference—as a check list of sorts—when planning a Facebook advertising campaign.


Be as specific as possible when defining your target audience. Don’t stop at segmenting audiences based on demographic characteristics; also consider common interests shared by groups that may want your product or service. This type of information will inform you in developing the rest of your campaign strategy.

Ad Copy

Be simple, clear, and concise with ad copy. Provide a clear call to action and a compelling offer that will motivate response. Remember, you most likely only have seconds, if that, to grab the attention of your target audience. Space is often limited as well (Facebook limits advertising titles to 25 characters and body copy to 130 characters; you will have roughly 140 characters or less to make an impact thought direct mail and print copy).

Compelling Offer

Including compelling, actionable promotional offers such as coupons, downloads, free service consultations and so on, have been shown to boost attention, improve brand awareness and increase response rates. Furthermore, consumers are more likely to provide additional personal information to redeem a coupon or in return for other promotional offers.


In the highly saturated online landscape, creativity counts for a lot. Clever, against-the-grain, or unique ways to present an idea can cause prospects to give your ad a closer look.   Similarly, visual elements have the power to capture the reader’s attention and evoke emotional response—a driving motivator behind purchase decisions.

Landing pages

Just as important as the messaging and content of a digital ad, direct mailer, or other marketing communications piece, the landing page can encourage prospects to take the next step towards adoption or it can trigger abandonments. Ensure landing pages are optimized around conversions and that they incorporate a tracking mechanism.

Tracking / Monitoring

Closing the loop on your campaign analytics is imperative. You can’t simply assume how people will react, so track movement and monitor performance throughout a campaign.


Once you have a grasp on campaign analytics, make adjustments and be iterative. Tweak your campaign—one element at a time—to see what resonates with prospects and what delivers the best results.

Seek Expert Advice When Needed

Don’t hesitate to reach out and contact a reputable consultant if you hit a campaign plateau.