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7FA SOP Example

Paid Acquisition

Facebook Ads — Audience Targeting Playbook

What

Section titled “What”

TODO — our default for broad versus stacked interests versus lookalikes.

Who owns it

Section titled “Who owns it”

TODO — Paid Social Strategist.

Steps

Section titled “Steps”
  1. TODO — define the core audience based on ICP and pixel size.
  2. TODO — layer lookalikes from the highest-intent events, not top-of-funnel.
  3. TODO — build exclusions to prevent overlap and wasted frequency.

Definition of done

Section titled “Definition of done”

TODO — audience map documented, no overlap above 20%, frequency caps set.