Module 8: Facebook Ad Strategy System | Notion

This module outlines a simplified, proven ad strategy for Shopify stores starting from scratch. Built from real campaign structures and pixel best practices.

🔹 Section 1: Launch-Day Framework (Days 1–7)

Day 1–2: Pixel Priming Phase

Install + verify Facebook Pixel (use Pixel Helper or Events Manager)
Launch 3–5 audiences at low budget ($3/day each)

Goal: collect data, not convert

Day 3–5: Learning Phase

Increase budget for ad sets with healthy CPM & CTR
Begin first retargeting ad to Add to Cart or Page View
Don’t scale based on one good day

Day 6–7: Optimization

Kill underperformers
Shift spend to top 1–2 ad sets
Begin testing new creatives or hooks

🔹 Section 2: Recommended Audience Stack

Audience Name	Type	Strategy
Advantage+ Campaign	Broad	Let Facebook optimize
Lookalike (ViewContent)	1% Lookalike	Cold targeting
Prospective Audience	Interest-based	Cold traffic discovery
Add to Cart (30 Days)	Retargeting	Abandonment recovery
Warm Retargeting	Retargeting	Re-engage page viewers
Cold Retargeting	Retargeting (broad)	Bounce recapture (optional)

🔹 Section 3: Matching Prompts to Funnel Stages

Funnel Stage	Matching Prompt Example
Cold Traffic	“Introduce [product] using curiosity + benefit hook”
Lookalike Audience	“Persuasive copy for users like past customers”
Add to Cart	“Cart reminder using urgency + social proof”
Warm Retargeting	“Address objections and highlight value”