Before You Launch
Make sure your foundation is solid.
- Confirm the Meta Pixel is installed and firing on all key pages/events.
- Validate event deduplication if using CAPI + Pixel.
Tip: Verify in Events Manager, test across devices, and ensure consistent parameters.
Audiences to Build
Create remarketing segments across multiple timeframes (30 / 90 / 180 days) to match intent.
- All website visitors
- Past event RSVPs / attendees
- Video viewers (25–95%)
- Facebook page visitors
- Lead gen forms: opens + submits
- Pricing / demo / trial / case-study page bouncers (30D)
- Instagram account visitors
- Meeting no-shows (30D)
- Closed-lost opportunities (90/180D)
Layer recency windows to modulate bids, budgets, and offers by intent depth.
Exclusions (Protect Budget)
Add exclusions to avoid wasted impressions and duplicated conversions.
- Age ranges < 21 (or per policy)
- Thank-you page visitors
- Lead gen form submits
- Existing customers & partners
- Competitors
- Poor-fit titles / irrelevant industries
- Lookalike of disqualified leads
Creative & Offers by Timeframe
Map messages to buyer readiness using multiple recency windows.
- Product Marketing (30/90D): capability highlights, feature carousels, comparison points.
- Thought Leadership (90/180D): educational content, POVs, frameworks.
- Social Proof (30/90D): testimonials, case stats, earned media.
- Offers (30/90D): demo, trial, quote, pricing—aligned to funnel stage.
Tip: Build distinct ad sets per timeframe; rotate creatives to prevent fatigue and maintain recency fit.
Campaign Setup & Naming
Create separate campaigns for each timeframe and “offer bouncers.”
- 30-Day Campaign: {Location} | {Offer} | Remarketing (30D) | {Ad Type} | {Objective}
- 90-Day Campaign: {Location} | {Offer} | Remarketing (90D) | {Ad Type} | {Objective}
- 180-Day Campaign: {Location} | {Offer} | Remarketing (180D) | {Ad Type} | {Objective}
- Offer Bouncer (30D): {Location} | {Offer} | {Offer Name Bouncers} (30D) | {Ad Type} | {Objective}
Targeting: disable Audience Network/Expansion; focus on feed & stories placements for intent-heavy cohorts.
QA Before Publish
Final checks to keep data clean and performance predictable.
- Campaign objectives match optimization goals.
- UTMs standardized; pixels + events verified.
- Frequency controls & creative rotation set.
- Exclusions applied at the right levels.
Rollout Notes
Start with recent windows for highest intent, then expand:
- Launch 30D + Bouncers first; add 90D/180D as performance stabilizes.
- Use separate ad sets for timeframes to control budgets and reporting.
- Refresh creative every 3–4 weeks for 30D cohorts; every 6–8 weeks for 90/180D.