You've created your Facebook Business Account, and your Lightning AI Facebook Account, now let's build your first Facebook Strategy!


Visit to login.


Select "Strategy" on the menu bar


We'll start by giving our Strategy a name. Strategy names can be whatever you'd like. If you have a naming convention you follow now, you may continue using that or create a new method for Lightning AI Strategies.


The goal of your strategy is very important because it determines how your audience can interact with the Ads within your Strategy. An example would be if you want your audience to install your app, you would select "MOBILE_APP_INSTALLS" because this Goal sends your audience to the App or Play Store to install your app. You would not want to select "LINK_CLICKS" because this Goal measures the number of times an audience clicks your Ad, which doesn't help you get app installs.

Here are each of the Goal options explained:

CONVERSIONS - Get people to take valuable actions on your website, such as watching a demo or purchasing a product. Use the Facebook pixel to measure and optimize ads for conversions.

LINK_CLICKS - Increase the number of visits to a destination on or off Facebook.

LEAD_GENERATION - Collect lead information from people interested in your business.

LOCAL_AWARENESS - Promote your business to people who are nearby.

MOBILE_APP_ENGAGEMENT - Get more people to use your Facebook or mobile app.

MOBILE_APP_INSTALLS - Send people to the store where they can purchase your app.

OFFER_CLAIMS - Promote timely discounts or other deals for people to claim in your store.

PAGE_LIKES - Connect more people with your Page.

POST_ENGAGEMENT - Get more people to see and engage with your Page posts.

REACH - Show your ad to the maximum number of people.

VIDEO_VIEWS - Promote videos that show behind-the-scenes footage, product launches or customer stories to raise awareness about your brand.After you've given your Campaign a name and Objective, select "Create Campaign"

Once you have given your Strategy a Name and Goal, select "Next" to continue.

Customer Groups

The next screen shows the top performing customer groups we were able to find based on current Facebook data. You can select one of these groups, or create a new custom group on the next page. Select "Next" to move to the next step.

Customer Information

Here we'll want to add in some information about your future customers!

Minimum Age - The minimum age that Facebook allows us to target is 18

Maximum Age - The maximum age that Facebook allows us to target is 65

Gender - Select either "Men" "Women" or "Men+Women"

Country - Select the country code of the country you'd like to target. This website provides all country codes.


If you did not choose a Customer Group on the previous page, we'll select one here.

Cities - Enter the name of a city or cities here if you'd like to only target those defined

Advanced Targeting - Select a pre-defined advanced targeting option or create your own Interest group by entering Interest Keywords. Need a Custom Targeting Group created in seconds? Click Here.

Select "Next" to continue


Set your Maximum Daily Budget and Maximum Cost per Conversion here.

Select "Build Your Strategy!" to start building!


You did it! Your brand new Strategy is ready to go. Now, let's add some Creative!

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