Facebook Campaign Planner is a standalone interface for creating, comparing, and sharing reach and frequency media plans prior to purchasing on Facebook and Instagram.
- Predict reach and frequency: Add details to your target, schedule, and budget which allows you to predict available reach, frequency, and pricing.
- Create and compare plan versions: Create multiple versions of a given media plan and compare them to decide which version is more effective for your campaign.
- Share plans easily: Keep your clients and colleagues in the loop about the plans you’re creating.
- Purchase plans: Buy a version of a plan directly from the tool.
Campaign Planner is intended for media planners and Facebook Marketing Partners (FMPs) to develop options for their Facebook and Instagram campaign plans. It relies on the same underlying reach and cost data that powers our ads interfaces, like Ads Manager. Facebook Campaign Planner is for reach and frequency planning only; auction planning is not supported.
Campaign Planner functions on the user level, meaning no one else can see the Plans or Versions that you create in Campaign Planner until you share them through the sharing functionalities.
1. Create a base plan
Create a base Plan by selecting the audience, frequency cap, schedule, placements, objective, and creative format for your campaign. You can utilize all of the same options in Campaign Planner as you can within reach and frequency.
- Compare the plan versions.
- Share plans and versions.
- Purchase a version.
Next, you can create variations of the Plan called Versions. A Plan is an overarching campaign, and Versions are reach and frequency predictions of the Plan which allow you to create multiple media scenarios for comparison. You can create up to six Versions of each Plan, tweaking the schedule, audience, targeting, and more. Next, to each version, you’ll see an indicator showing the status of your prediction.
A green dot under the Status column shows your prediction is up to date. To predict for new dates, click on the dates listed under Schedule to edit. Once you’ve selected a new timeframe for the campaign, click Update to save. A new prediction will automatically load based on these new dates.
2. Compare versions
When you create multiple Versions, you can compare them using pre-made charts. We suggest always making at least two Versions so you can see if there are ways to achieve a more effective Plan with similar parameters – for instance, change things up with broader targeting, a longer campaign duration, different objectives or placements, or a lower frequency cap. You can choose which Versions you want to compare by clicking on the Choose versions to compare drop-down menu, and selecting them there.
These charts display a number of key metrics including estimated reach delivery, frequency distribution, spend per day, placement distribution, and TV viewership habits distribution.
Here are different ways to share the information:
- Send an email that includes the major details of the Plan, and links to it.
- Send a shareable link to the Plan.
- Export a CSV of the Versions of your Plan.
Campaign Planner does not require an ad account to access though you must be associated with a business in Business Manager.
You are also required to input a Page when creating media plans and you have the ability to attach an ad account when building Plans in Campaign Planner, so you can access your saved audiences and advanced demographic targeting.
Campaign inputs you can tweak for comparison are targeting, campaign duration, placement, and frequency cap. You can send an email that includes the major details of the Plan and links to it or exports a CSV of the Versions of your Plan
Worldwide targeting lets you serve a campaign everywhere in the world or exclude specific countries. Use worldwide targeting to:
- Target the lowest costs-per-acquisition.
- Identify new markets, and make sure you don’t miss opportunities.
- Optimize ad delivery across many markets.
Regional targeting delivers your campaign to geographic areas (like Europe) or a free trade area (like the European Economic Area). You can exclude countries. We’ll automatically optimize for locations that will give you the best results based on your campaign objective. Here’s a full list of targetable regions.
Multi-city and multi-city exclusion targeting help with testing when you’re preparing to enter a new market. Choose whether you want to target people in highly populated cities or people who live outside of cities in less populated areas. For example, you can target all cities in India with a population of more than 5 million.
Optimize based on language to run the same ad in up to six different languages within a single ad set. Our Ads Delivery system will look at header and body text, then deliver the right ad to the right user, which can lead to a lower cost of acquisition. This process is driven by signals like as a user’s UI language and languages they’ve interacted with in the past. You can use this optimization on Facebook, Instagram, and Audience Network.
App developers can use regional targeting to deliver ads to:
- All countries where the iTunes app store is available.
- All countries where the Android app store is available.
- Only countries where customers can make purchases via the Android app store.
Pinkoi ran carousel ads — which can create interactive experiences with minimal data usage — to drive app installs. They also created Custom Audiences based on data collected with the Facebook pixel to remarket to website visitors. The pixel allowed Pinkoi to remind people of products they’d expressed interest in on the website by recommending similar items.
This campaign helped Pinkoi expand into Taiwan, Hong Kong, and Japan, and drove results that included:
- 50% of all website visits during the campaign came from Facebook
- 50% lower cost per download than other ad platforms
- 53% of likes on the brand’s Page came from other countries
They used Facebook conversion lift tests, incorporating pixel, to compare the performance of link ads versus video ads during a campaign targeted to expatriates living in Australia, and then generated Lookalike audiences based on people who connected with the initial ads. The 4-week campaign that came out of the test results saw a 24% lift in registrations, a 250% lift in app installs, and a 2x lift in lead generation. The first step to expanding across borders is to use the Cross Border Insights Finder to find new opportunities. A lookalike audience is an audience that resembles the seed audience you’ve identified.