How to Use Campaign Planner

Use this lesson to:

  • Define what Campaign Planner is.
  • Create a reach and frequency campaign with Campaign Planner.

What is Campaign Planner?

Campaign Planner is a standalone interface for creating, comparing and sharing reach and frequency media plans for reach and frequency campaigns.

If you’re a media planner or buyer, you can use Campaign Planner for planning purposes to develop efficient and effective reach and frequency campaigns. When you have identified a version of the plan you want to use, you can purchase it directly from the tool.

Campaign Planner core capabilities

Campaign Planner is designed to help you develop efficient and effective campaigns by allowing you to:

  • Predict reach and frequency: Add details like your target, schedule and budget which allows you to predict available reach, frequency and pricing.
  • Create and compare plan versions: Create multiple versions of a given media plan and compare them to decide which version is more effective for your campaign.
  • Share plans easily: Keep your clients and colleagues in the loop about the plans you’re creating.
  • Purchase plans: Buy a version of a plan directly from the tool.

Why use Campaign Planner?

Campaign Planner is intended for media planners and Facebook Marketing Partners (FMPs) to develop options for their Facebook and Instagram campaign plans. It relies on the same underlying reach and cost data that powers our ads interfaces, like Ads Manager.

If you’re not using Campaign Planner, you would need to get estimates for reach and cost from Ads Manager. This requires pulling the data for each option manually, before transferring the information into a spreadsheet so it can be shared.

With Campaign Planner, you can duplicate existing plans and add variations to them. Additionally, you can tap into pre-made charts to use in comparing versions.

Once you and your team decide on a version of the plan to purchase, you can buy the plan from Campaign Planner, preempting the need to re-build plans in buying interfaces and making for improved workflows between teams.

Important things to remember

  • Campaign Planner supports predictions for auction and reach and frequency planning.
  • Campaign Planner functions on the user level, meaning no one else can see the Plans or Versions that you create in Campaign Planner until you share them through the sharing functionalities.

Access Campaign Planner

There are two ways to access Campaign Planner:

  • If you currently buy on reach and frequency, access Campaign Planner through the top navigation through Ads Manager.

  • Next, select the business you are already connected to, or complete the Request for Access form to connect to your business. Campaign Planner requires access to a Facebook Business Manager account so that plans can be made using the right predictions for a particular Page.
  • Once you are set up with your Business Manager account, a guided tour walks you through the features and functionalities of the tool so you can start planning.

Get started with Campaign Planner

In this course, we’ll show you how to get started with Campaign Planner as you move through the steps from planning to purchasing:

  1. Create a base plan and add variations to create versions of the plan.
  2. Compare the plan versions.
  3. Share plans and versions.
  4. Purchase a version.

In the second part of the course, we’ll show you how the flow works for the people with whom you’ve shared your plans.

Campaign Planner flow and functions for plan creators

1. Create base plan

Create a base plan by selecting the audience, frequency cap, schedule, placements, objective and creative format for your campaign. You can utilize all of the same options in Campaign Planner as you can in reach and frequency. An ad account is not required to create plans. If you would like to use a custom audience, saved audience or advanced demographic targeting, you have the option to select your ad account.

Next, you can create variations of the plan called versions. A plan is an overarching campaign, and versions are predictions of the plan which allow you to create multiple media scenarios for comparison. You can create up to ten versions of each plan, tweaking the schedule, audience, targeting and more.

Next to each version, you’ll see an indicator showing the status of your prediction.

A green dot under the Status column shows your prediction is up to date. To predict for new dates, click on the dates listed under Schedule to edit. Once you’ve selected a new timeframe for the campaign, click Update to save. A new prediction will automatically load based on these new dates.

2. Compare versions

When you create multiple versions, you can compare them using pre-made charts. We suggest always making at least two versions so you can see if there are ways to achieve a more effective plan with similar parameters – for instance, change things up with broader targeting, a longer campaign duration, different objectives or placements or a lower frequency cap. You can choose which versions you want to compare by clicking on the Choose versions to compare drop down menu, and selecting them there.

These charts display a number of key metrics including estimated reach delivery, frequency distribution, spend per day, placement distribution and TV viewership habits distribution.

3. Share plans and versions

You can easily share plans and versions with other people involved in the planning process directly from Campaign Planner and control what you share at a granular level. For example, if you would like to share the plan but not its budget or CPM, you can send the plan with this information removed. This means the plan recipients will not see the de-selected information when you share the plan with them.

Here are different ways to share the information:

Send an email that includes the major details of the plan and links to it.

Send a shareable link to the plan.

Export a CSV of the versions of your plan.

Note: If someone shares a plan with you, you can’t directly share it with someone else. The way to share a plan that has been sent to you is to ensure you have access to the business ID in the plan so you can first save a copy. This saved copy can then be shared.

Sharing via email or links

When you share a plan via email or link, you can give permission to your recipients to take one or both of these actions:

1. Allow purchasing lets a plan recipient purchase inventory directly from Campaign Planner without having to first replicate it in buying interfaces. Select this option only if you or your planners want to allow the recipient to purchase the plan. The recipient must have advertiser permissions to the page and ad account associated with the plan to purchase it, even if this sharing permission is enabled.

2. Allow saving a copy which lets a plan recipient save a copy to their Campaign Planner environment. This can be helpful to members of your planning team when they need to access or reference plans. This also enables buyers to edit a plan prior to purchase. Note that plan recipients must be employees of the company that owns the Business Manager account.

Keep in mind that the sharing functionality sends all versions of a given plan. As such, your planners will need to call out which versions should be purchased.

4. Purchase plans

Campaign Planner connects with reach and frequency so you can directly purchase a plan version from Ads Manager. To purchase inventory, click on the Reserve for Purchase button next to each version of a plan or in the upper right corner of the editing window. Make sure you pick the correct version of the plan you want to purchase.

You also have the option of sending your plan to someone else so they can buy it – just enable buying when you share your plan via link or email. We are now going to cover how your plan recipients can work with Campaign Planner to purchase inventory.

Campaign Planner flow and functions for plan recipients

We’ll now outline what your recipients can do after you’ve shared a plan with them.

As we mentioned, when you share plans, you may choose to allow plan recipients to save a copy of the shared plans and purchase inventory directly from Campaign Planner.

The plan is now saved into their own Campaign Planner environment, so they can make changes to it without affecting your version of the plan.

Plan recipients can purchase inventory for shared plans directly from Campaign Planner by accessing the shared plan, selecting the plan version and clicking on Reserve for Purchase.

Campaign Planner links them to Ads Manager where they can purchase the reserved inventory.

They can see the ad set details from the plan, and then purchase the inventory.

Knowledge check

Key takeaways

  • Campaign Planner is designed to help you develop efficient and effective campaigns.
  • Use Campaign Planner to customize a plan to fit your business’s advertising needs.

Keep learning

Check out these resources to continue growing your skills.

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