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Wednesday, August 5, 2020    11:45am - 12:30pm PDT

Understanding the Matrix of Facebook Ad Objectives, Campaigns, & Audiences to Create Your High-Performing Conversion Funnel

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With the seemingly endless variations of campaign objectives, audience types, and ad units available to you in Facebook, it may be difficult to figure out the best combination to meet your business goals. As you’re mapping out your media plan, you may be asking yourself questions like Is it worthwhile to invest in non-conversion objectives? and What’s the proper budget allocation for each campaign type?

In this session, Zenia will review the best approach to answer these questions, and will outline:

  • How you limit success by solely investing in conversion-based objectives
  • The testing methodology to determine the best media mix for your business
  • Developing an audience strategy for incremental conversions
  • How your account structure can unlock growth potential


Zenia Johnson
Director of Performance Marketing

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