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Change your Facebook advertising strategy to grow more sustainably 

Simplistic Facebook advertising tactics are no longer working. If DTCs are to find a more sustainable way to grow, the first and most important step is to move on the Facebook strategy.

In this guide we’ll highlight why the current methods are failing. Then follow up with a plan for DTCs to move to a more sustainable approach.

This plan will show how DTCs can get a wider perspective on the customer journey and develop more rigorous and strategic ways of working.

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Contents

Summary Page 2
Why DTCs are burning through cash Page 3
How Covid changed the dynamic  Page 5
Acquisition strategy under the microscope Page 6
Getting perspective helps you grow quicker Page 6
Client story: Investing through a crisis Page 7
3 propellers of growth on Facebook advertising Page 8
Zooming out on the customer journey Page 10
Awareness ads drive acquisition Page 11
Creating a structured plan Page 11
Getting the creative right Page 12
Client Story: Bringing Facebook together  Page 13
Measuring through the funnel Page 14
Getting what you pay for with acquisition Page 15
Client Story: Facebook for acquisition Page 16
Getting to know your customers better Page 17
Capturing and using your first party data Page 17
Data-driven planning with test and learn Page 18
Next steps: plotting your growth trajectory Page 19
Taking you to the next level Page 20
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