B2B in Facebook
As for the strategy, everything was absolutely well planned and detailed. The main challenge of the campaign was to target it to a high qualified audience to reach “chefs” as professional profile: we used Custom Audiences, Lookalikes, users who interacted with Facebook Page... And, at the same time, some other professional profiles and interests were excluded from our focus such as “housekeepers”.
In terms of ads, we invested in single image & carousel formats so we could optimise them. All the copywritings were action oriented and clearly targeted to the right audience. For example: “Download the recipe book for your restaurant.” About the form, it was very easy and simple. With no extra pages. There were only one open question, one selector and two more personal but prefilled questions. Therefore, we avoided users to leave the funnel before ending it.