IGC’s guide on Advertising campaigns

What Is an Advertising Campaign? Definition, Strategy, and Examples

An advertising campaign is a specifically designed strategy that is carried out across different mediums in order to achieve desired results such as increased brand awareness, increased sales, and improved communication within a specific market. All of this is accomplished through advertising. 

Many entrepreneurs think carrying out an advertising campaign means simply creating an ad. However, they are mistaken. For advertising to yield the best results, it’s crucial to be well organized right from the start.

If you’re considering launching an advertising campaign, we recommend you get in contact with a specialist in the medium you’re interested in. An online advertising agency specifically geared towards digital marketing is your best bet and the best way to achieve your desired results.

Furthermore, you’ll be able to both optimize your budget and access metrics related to the evolution of actions.

7 Keys for Launching a Successful Advertising Campaign

1. Set a Campaign Goal

Typically, when we think about ‘goals’ most people tend to think of sales. But the truth is that there are many other advertising objectives to focus on. The most common goals include acquiring new clients, promoting current products, and launching new products. You can also create an advertising campaign designed to improve brand awareness or to help associate a certain brand with certain emotions. Whatever your goal may be, it’s important to identify it before proceeding.

2. Define a Target

Part of a campaign’s success is directly tied to your target audiences. If you have a well defined target market or audience, it is much easier to accomplish and measure your goals. Defining points like age, sex, social class, marital status, education level, likes, habits, and hobbies will help you understand who you’re trying to reach through your advertising campaign strategy. 

3. Segment Your Audiences

Once you have clearly defined your target audience, you should then segment the audience, dividing them into various groups based on the products or services you want to sell and their various demographics. Put yourself into the shoes of your potential customers and try to identify what would spark their interest. Is what you offer useful for them? How will you grab their attention? Are they aware of your brand or product? Do they have the purchasing power to buy your product/service at the set price?

4. Decide on Your Advertising Mediums

There are many helpful tools at your disposal that can get your campaign’s message to your target segment. Let’s review the different types of advertising options that exist.

Advertising on Social Media

As the name suggests, advertising on social media allows you to create ads on the social networks where your target audience is. This means opening up a line of communication which allows you to easily reach your audience. The different formats and platforms available offer personalized design strategies which yield a high success rate

Email Marketing

Email marketing is another means of advertising which could be of use in your campaign. Although you can use it to acquire new leads (which could then result in potential clients), the use of its ‘loyalty formula’ generates incredible results. Did you know that getting a new buyer is 7 times more expensive than maintaining just one who is already active?

Content Marketing

Thanks to the popularity of branded content and video marketing, this is a great avenue for digital advertising campaigns. However, there is a bit confusion regarding what content marketing actually is. According to Content Marketing Institute, “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.” Therefore, content cannot be exclusively promotional. You have to add value (such as entertainment, new information, promotions, etc.) to it as well. Keep in mind that there are four stages within the execution of content marketing: traffic generation, lead generation, lead nurturing, and client generation.


 Search Engine Marketing refers to paid advertisements on search engines. They consist of ads that are paid for by a pay-per-click (PPC) model. SEM is a great way to boost your position on search engines and, like social ads, they can be highly targeted and segmented. 

5. Communication

The message of an advertising campaign is also fundamental. Even though each company and each strategy are different, the copy should always be natural sounding, well organized, clear, concise, fluid, and coherent. It may seem easy but if you add to the fact that the message should also be brief (as to not bore your audience) the pressure to get it right can really build up. We recommend leaving the task to experienced experts within the sector or copywriters.  

6. Pay Attention to Your Design

The design is just as important as the message. Utilize responsive design and UX friendly websites to win over your audience. Delight them first by sight, and then through everything else you have to tell them. 

7. Track Metrics and KPIs

Measuring is important in many different fields but in the world of advertising it’s absolutely crucial. If we don’t track our results, we won’t know what’s going well or what we could improve on. In an advertising campaign, the metrics should make up an integral part of the process. The only way to understand the campaign is to track and measure the metrics and data. Furthermore, we should note the difference between general metrics and KPIs. Even though the latter do not offer metrics, they deal with to how to measure your company’s set strategic goals.

How to Make Use of Meta Business Suite (Formerly Facebook Business Suite)

Companies spend around 100 billion dollars on advertisements across Meta (formerly Facebook) and Meta (formerly Facebook) platforms. Why? It does work! It’s not just that! Meta provides amazing tools that enable you to manage and track your company accounts.

Are you having trouble keeping current with Instagram or Facebook marketing?

Comments and DMs falling into the wrong hands?

Do the numerous tabs for all your accounts as well as features such as the Ad Manager make you crazy?

The greatest part? It’s completely free and is available both on desktop and mobile devices.

All you have to do is connect your accounts and you’ll have access to an overview dashboard for your Facebook Pages as well as Instagram accounts.

You’ll be able:

Create a list of to-do notifications that you can manage

Get insights into your performance and the growth of your audience

Create or read recently posted posts, stories

make or manage the most recent ads or manage the most recent

See the calendar of contents

See the content and get inspiration for it.

Inboxes are a way to communicate to Facebook and Instagram Comments and DMs

Access the Commerce Manager

Check for updates to the Business Suite

It’s just the beginning of the Iceberg.

You can find an entire “more instruments” section that includes 12 additional tools to explore that include:


  • Ad Manager
  • Events manager
  • instant forms
  • Media library

Facebook (Meta) Business Suite. Facebook Business Manager

Prior to when Facebook changed its name to Meta it offered Facebook Business Suite and Facebook Business Manager. Both options are available under Meta.

The Business Manager tool is backend application designed to limit or share access to your company accounts by assigning six “roles” to users who have access to your accounts.

Business Suite Business Suite offers front-end management including adding notifications together, scheduling your posts along with managing the inbox.

Facebook (Meta) Business Suite lets you integrate and simplify your activities across Meta Messenger and social media platforms.

Utilizing Meta Business Suite Insights

Meta Business Suite allows you to make it simple to monitor your company accounts and campaigns across Meta Messenger and Social platforms.

Here are a few of the information Meta Business Suite provides and how to make use of these insights:

Spending on ads: You are able to keep track of your advertising spending over every Meta platforms. Based on how you’re doing, you can alter your spending according to. For example, if spending a lot of money on Instagram ads , but you see through other analytics that your ads aren’t delivering then you could shift your budget to Meta platforms you’re doing better on.

Engagement Meta (Facebook) Enterprise Suite allows you to track the amount of engagement that you receive from your organic content and your boosted content. You can determine which content is performing best and make use of it to inform your next strategies and the content you share on social media.

Audience demographics The demographics of your audience Business Suite, you can view information about users whom you interact with on your account and your content. For instance, you could determine where they’re located and their interests outside of work, their age, and so on. This information can be used to develop content that appeals to your existing customers, or to adjust your strategy if you feel that your content isn’t attracting the right people.

Utilizing this app, Meta Business Suite

The Meta (Facebook) Business Suite mobile app lets you manage your business accounts on your smartphone.

Everything you do on a desktop can do on your mobile devices. You can track your account’s activity, manage your email and even access insight into your audience.

How to Make Use of Meta Business Suite

Before you can begin automating managing your Facebook social accounts process using Facebook (now Meta) Business Suite You’ll need to follow a straightforward set-up procedure.

Step 1 Step 1: Create an account on Facebook. Facebook Business Account

Go to https://business.facebook.com/ and select “Create a Facebook Business Account.” Enter your business account name and select “Next” when you’re done.

Step 2. Fill in Your contact details.

Please enter your full name as well as email address for your business. The information you enter will not be made available to your followers. Facebook uses it to reach you.

Step 3: Choose the Facebook or Instagram accounts you have. Instagram Accounts

Your Facebook as well as Instagram accounts you have can be claimed by you. use. If you’re the manager of an account owned by someone else and you don’t have the option to choose the account.

In order to choose for an Instagram account, this has to be changed to the business or creator account. If you choose an account for personal use, Facebook will ask you to switch prior to proceeding with the set-up process.

Step 4: Add People to Your Business Account
Here, you can select your page admins. Enter their email address and assign each contact as an employee (limited access) or business admin (full access).

If you’re running your accounts solo, you can skip this step.

Step 5: Review Your Business Account
When you’re happy with your selection and who has access to your Business Suite, click on “Confirm.” Facebook will then take you to your dashboard overview, and you can start using all the tools inside the platform.

Check Your Inbox

Are comments among your most time-consuming activities? Are you always shifting between applications on your phone or being bombarded by notifications on your computer?

With the tool for inbox in Business Suite, you can view all of the comments you have made on Instagram or Facebook commentaries all in one spot.

Put the kettle on and make a cup of coffee, write down 30 minutes on your calendar, and reply to everything simultaneously.

What is the direct message (DMs)? We’ve got that covered too.

Are you using the Facebook chat plugin installed on your site? You can manage all of your messages on this page as well.

Are you tired of answering the same question each and every day? Business Suite lets you create automated answers to frequently asked questions.

What’s the best way to improve efficacy?

Explore Insights

There are a myriad of tools, both paid and free, which can show you Facebook and Instagram statistics, but none are as powerful as the built-in options on the platform.

By using Business Suite, you can get the most current statistics on all of your accounts.

There is no need for switching between different apps , or switching into and out of individual posts.

In the Insights dashboard, you’ll be able to look at the overall performance of your content is performing over a particular period of time, and also sort your posts according to:

  • Reach
  • Likes and reactions
  • Comments
  • shares
  • Results
  • cost per result
  • Link clicks
  • new content
  • The most fascinating Insights’ features is the section on Audience. It provides a breakdown of your current audiences for both platforms and lets you see the following information in one glance:
  • Age and gender
  • towns and cities
  • Top countries

There’s also a tab for potential audiences. It will provide you with an estimate of your audience size, if you’re running an advertisement in addition to the most popular pages that are liked by potential customers.

Not liking what you’re seeing? You can create a custom audience by clicking on the “filter” button and refining the results based on:

  • location
  • age
  • gender
  • interests
  • language

Facebook Business Suite custom audience

Create Posts and Stories

Are you using post-creation apps like Later or Planoly? Business Suite sets itself up as a rival by giving you the ability to create your posts and stories in one place and schedule each one out.

That’s not all.

If you go to the Planner section on your dashboard, you’ll see a calendar view of your past and upcoming posts.

Facebook Business Suite planner section on your dashboard
Facebook also recommends a timeslot of when your audience is most online. Click on it, and you can start creating a new post or story.

Facebook Business Suite recommended time slot for publishing
One of my favorite features in the “New Post” box is the hashtag tool. It shows you which hashtags are trending, the number of posts using a tag, and lets you save your favorites for later.

Facebook Business Suite hashtag tool
Plus, it shows you hashtag results for each platform and gives you recommendations based on what you’ve already selected.

Facebook Business Suite hashtag recommendations based on your previous selections
Facebook Business Suite recommended hastags

While in create mode, you can put together your Instagram and Facebook posts at the same time. Switch between the different tabs, and you can see exactly how your post will look on the two platforms.

Creating Facebook and Instagram posts in Facebook Business Suite
For Stories, it works the same. Upload up to 10 photos or videos at once and schedule each one out when you’re done.

creating stories in Facebook Business Suite

Create Ads
Don’t want to have another tab open for Facebook Ad Manager? You can keep track of your ad performance and create ads from the Business Suite.

It’s another time-saver and allows you to see how you’re tracking towards goals.

On the dashboard, you can see:

  • reach
  • post engagement
  • link clicks
  • page likes
  • Switch between the different filter views to see your results over the last 90, 60, 30, and 7 days.

Click on the blue “Create Ad” button in the top right-hand corner to create an ad. A pop-up will load and take you through a step-by-step process for setting up a creative that converts.

First, you’ll select your ad goal. You can choose from:

  • automated ads
  • get more leads
  • boost a post
  • boost an Instagram post
  • promote a page
  • get more website visitors
  • get more messages

create an ad on Facebook Business Suite
Next, start designing your ad creative. You’ll see a live preview as you adjust your text and media.

Turn on automatic adjustments if you want Facebook to tweak your ad for each viewer. For example, the platform might adjust the brightness or show the original aspect ratio if it thinks the ad will perform better.

Scroll down to select your audience or create a new one, placements, and set your campaign budget and duration.

When you’re done, click on “Promote Now” for your ad to go into review.

Create Appointments for Your Business
Remember those extra options I spoke about earlier?

One of the most important features of an online business is the appointments scheduler.

If you’re running a service-based business, take advantage of Facebook’s capabilities and empower your audience to book directly through the platform.

When people don’t need to log onto another site to complete the process, you’re removing an extra step and making it that much easier to close a sale.

The result? A boost in your bottom line!

Inside Business Suite, you can manage your appointments, view requests, and adjust the settings to suit your schedule.

Manage appointments with Facebook Business Suite
Generate Leads With Instant Forms
Does your business rely heavily on lead gen? Start using Facebook’s Instant Forms.

What are Instant Forms? Think of it as a mini CRM system. When you create an ad and set your objective to find leads, you can create custom forms users can fill out without leaving the platform.

Again, you’re removing the obstacle of trying to get them to go from one website to another. Thus, improving your chances of someone filling out the form and requesting a callback.

With Business Suite, you can manage your forms and set up the CRM system.

When you create a form, Facebook offers different options depending on your lead generation goal.

For example, you can create a “more volume” form (a quick option) or a “higher intent” (adds an extra step for users to review their information before submitting).

lead forms in facebook business suite