Best Practices for Setting Facebook Campaign Strategy

A user must keep certain recommendations in mind before deciding on the campaign strategy for campaigns that use data triggers like weather, geolocation
For campaigns that use weather triggers and have video ads to be shown, an iterative process is to be followed because Facebook limits the number of videos (ad variations) to 50 per ad-set. Thus, in order to ensure that blank ads are not shown for situations where the weather changes from, say, Sunny to Rainy, on a daily basis, 2 to 3 iterations of video refresh are maintained
For campaigns that use geolocation triggers, a general recommendation is to choose between zip-code level targeting vs. city level targeting depending on the population density of the region being picked. For sparsely populated regions, we have observed more success with zip code level targeting. For densely populated regions, city level targeting works better.

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