No matter what kind of business you are in, there is always a need for a sale or promotion.

Thanks to platform, we can honestly say that it is as easy as 1,2,3…

Step 1: Define your perfect customer

In order to successfully reach your prospect with a messege, you first have to define your client. To create a concept for a campaign, you have to know who you talking to – what’s their common characteristicts, desires and interest.

Step 2: Content creation

Once you have your perfect client avatar, it’s time to create an offer which will address the needs and desires of the target audience. Use whatever you have discovered in step 1 and make the offer irresistable.

Step 3: Distribution channels, biding structure and analytics

The third stage is to choose your distribution channels and choose the right bidding strategy. Finally, we must analyze the campaigns and report the results.

This make look and sound obvious, but sometimes the obvious things are the ones we having the most difficulty with.

Let us present you a case study on how the content marketing and its proper distribution can significantly help increase the effects of a campaign and reduce its costs. To illustrate, we will use a real life example of an executed campaign which we divided into several basic steps.

The goal of this campaign is to reach out to women who are currently pregnant, who are unemployed and not seeking employment. Given the GUS data, we know that in Poland every year 360,000 children are born; so, we can assume that our initial target group is an audience of 360,000. From this group we need to exclude employed women and then reach them with the right message, to induce them to fill out a form on the landing page.

The speed of getting the marketing message to the target audience and turning them into leads is critical – we have to catch them while they are still pregnant. Given that, Facebook is an obvious choice because you can reach your audience almost instantly.


Step 1: Define your perfect customer – targeting

Using Facebook demographic targeting, it’s easy to find a group of “people expecting a baby” but that brings the result of only 990 people of which only 440 are women.

To expand the size of target the audience based on interests future mothers, we defined Facebook Interests to include Childbirth, Motherhood, Pregnancy and Children’s clothing. We have used a standard Facebook tool (ads manager) and entered followig criteria:


Country Poland // // Gender Women Age 18-35


Motherhood OR Childbirth OR Pregnancy OR Children’s clothing


Based on this formula, we have ended up with the potential target group of 1,800,000 people – well above what is realistically possible based on GUS data.

To understand how to better target our ads on Facebook, we have to first understand how the “Audiences” and “Interests” work through Power Editor and Ads Manager. I will explain it using good old fashion math graphs –  the ones you remember from the early years of primary school.


It is easy to understand that every interest we have choosen represents a group of people to which we direct our ads. The problem is that we are not sure whether the person who is interested in motherhood is still interested in birth or is interested in everything that is connected with being pregnant. This means that a big group of prospects who have seen our ad may not be interested at all as they have probably already had and raised a child. This is confirmed by statistics that say that in Poland 360,000 children a year are born.

We also have to take into consideration that a pregnancy is for nine months, and most women don’t start buying products for the baby till the 3rd month of preganancy. This leaves us with only six months when the “mother to be” is within our target. Since we have a 360,000 births a year,we therefore have a potential target of 180,000 women as a potential taregt in six months,  which is a far cry from 1,800,000 people suggested by Ads Manager.

Enter! Our tool has a unique and extensive system of targeting. Unlike the standard tools (ads manager and power editor), has the ability to create a target group based on COMMON interests and behaviors.

So now, with the use of FastTony targeting tool, we can create an audience using folowing formula: 

Childbirth AND Motherhood AND Pregnancy AND Children`s clothing

Additionally, to further narrow down our audience, we can exclude

Behaviors: Business owners & work position,

Interests: Smoking

This time our number shows a target group of 220,000 people – much more realistic!


Step 2: Content creation

For our campaign, we have used standard advertising post with picture redirecting to the landing page and Multi Product ad format with only 2 pictures, to be able to advertise in the right column. This column has the longest exposure time while customer is scrolling through the news feed. In addition, we strengthened the content with unique graphic elements (hearts, etc), as they attract attention and increase click-through posts.

Step 3: Content distribution and optimization

Using the Facebook ecosystem, we do not have the ability to promote their content outside of it, but there is a lot of placement within the platform which are attractive for advertisers. We have chosen Newsfeed placement for the standard post and right column for MPA ads. The key factor here is that we choose the CPA (cost per action) bidding model for all our ads (CPA to website click and CPA to page LIKE ). This particular bidding model allows you to pay only for pre-defined action – eg. click to website – in which case you do not have to worry about charges for comments, likes and shares. Everything apart of clicks to wbsite is free of charge. This bidding model IS NOT available in the standard Facebook tools (Ads Manager and Power Editor), but thanks to the application of, you can use it freely and without restrictions. This particular bidding model generate savings of up to 40% compared to bidings in the CPC (cost per click) model using Ads Manager.

The next step was to experiment with different graphic treatment of the ads. We conducted our test on Multi Format Product Ad (carousel format) with five mini graphics. As a result, we found that the use of small directional icons on the photos created over 12% increase in CTR (click through rate). Here is the final look of our campaign.


Changing to this format has proved to be an instant hit – the cost per action fell from 0,32 € (standard post with a big photo) to 0,04 € (in the case of a Multi Product Ad).


Final: Analytics and reporting

During the first 2 days, the campaign generated more than 1,000 hits to the destination website and 230 correctly completed questionnaires with an average cost for correctly completed questionnaire being only 1.24 €.

As you can see in this example, content marketing is not only about great content but also and even fore most about selecting the right target group. It is extremely important to match the content of the ad with perfect target group at the right location within Facebook platform. Promoting content using CPA bidding allow to maximize your buget and significally lowers the customer acquisition cost.

Campaign by INSOURCE Marketing Agency; Magdalena Pawlowska. uses the Facebook API and several customized solutions to create tools for more precise audience targeting. It also provides its users with the ability to create Local Awarenes ad type (available in selected countries) and Custom GEO Location ads using CPA bidding model.

The creators of continue to develop the tool day in and day out. Check their blog to find out about latest developments, improvements and more information about 42 fundamental features which significantly help in creating, managing and monitoring your Facebook ads. is a SaaS type tool addressed to marketing agencies and small businesses that manage their own ads on Facebook.