At first, I deeply analyze the project, niche and competitors and identify 5 different segments of the brand’s target audience. For each segment, I launch 3-5 different versions of the creatives (if the budget allows). Both segments and creatives must be fundamentally different. Let’s take a women's skincare brand, for example. The segments can be as follows:

1. girls with problematic skin

2. subscribers to self-care magazines

3. frequent visitors to the beautician.

As a creative, I can do:

1. video story

2. Photo post

3. video post in FB

The more hypotheses we test, the better. Next, I run a three-day AB test of such ads and determine which combination of the audience segment, creative and placement works best. Then I optimize my budget and leave only the most effective ads working. Until the end of the month, I continue to monitor advertising and optimize it so that the client's money works for him.

If the company already had experience in launching advertising on Facebook, then I will set up ads using a slightly different strategy. Everything that I have listed above will apply to the TOF level (cold audience). At the same time, one of the segments will necessarily be a look-like audience based on previous buyers. For MOF (those who have already interacted with the brand) I will run ads with a conversion goal and a personalized offer. And for BOF (past buyers), I will do upsells and resells. For example, offer related products through a catalog sales objective.