Let us begin by saying if you’ve never ran any Facebook Ads before, then this article may seem like we’re talking Greek.. (which funnily enough our Director Tina does fluently), anyhow.. Whether you’re creating your first Facebook Ad or you are a pro, below are some great tips to help you understand the different Facebook Ad objectives and how to use which one.
When creating an advertising campaign, the very first thing that you need to decide is your advertising goal. Facebook has designed its advertising platform in such a way that you can narrow down and set your Facebook Ad objectives based on your goals.
From the users’ actions, Facebook obtains data to assist in deciding which people within the target audience you have chosen for your ad campaign should get priority in seeing your ads.
By selecting the right Facebook ad objective for your campaign, you can assist Facebook in delivering your ads to those people who are most likely to take your desired action.
Three Categories of Facebook Ad Objectives
Facebook ad objectives are broken up into three categories with various options under each.
1. AWARENESS
These are top of the funnel objectives that aim to generate interest in your product or service.
Sub-Categories:
Brand Awareness
- To increase brand awareness without necessarily wanting people to engage with your content, click through, opt-in, or purchase
- To drive more traffic to your website
To assist you in reaching people who are more likely to pay attention to what you are promoting in your ad
Reach
- To get as many people as possible to view your ad within your target audience and budget constraints
- To reach the maximum number of audience members repeatedly over a shorter period
- Good option when promoting limited-time offers or when creating remarketing campaigns
Facebook will optimise for the highest number of possible impressions, with no consideration of clicks and actions taken by the people who see your ads.
2. CONSIDERATION
These are more middle funnel objectives that aim to reach people who may have some interest in what you have to offer who are likely to want to engage or discover more information.
Use this to find delivery opportunities that drive engagement and web traffic.
Sub-Categories:
Traffic
- To drive traffic to your website to get more information (e.g. read a blog post, visit your landing page, listen to a podcast episode, discover your app) without expecting any other specific actions for your audience to take.
Facebook will show your ad to those people within your target audience that are most likely to click on your link, based on their past behaviours.
Engagement
Engagements on your ads include reactions, likes, comments, and shares.
- To get more people to engage with your ad
- To generate more Page Likes, Event Responses, or Offer Claims
This objective may generate more reach as people’s engagement with your content can get additional stories, and organic reach into news feeds beyond the initial audience you have paid to access.
App Installs
- To send people to the store where they can download your app
Video Views
- To promote a video and your priority NOT for them to click on your link or convert on whatever you are advertising
- To build up a video engagement audience that you can use for retargeting purposes for future advertising campaigns.
Just because you’re using video doesn’t mean that you should use this objective. For example, if your goal is to get people to click through from your video, then you should use the Traffic objective and choose video as the format for your content.
Lead Generation
- To generate leads on Facebook right within the ad and without driving traffic to your website.
Instead of sending users to your website, a lead form pops up which allows you to collect information like names, emails, phone numbers, etc. directly on Facebook.
Messages
- To increase awareness, make sales, RSVP to events, and many other goals you may have.
Messages” is Facebook’s newest campaign objective and it is optimised to have your audiences start a conversation with your Facebook page.
3. CONVERSION
These are toward the bottom of your funnel and aims to get people to convert for a specific action, whether that be opt-in, download, register, purchase, or visit your store.
Sub-Categories:
Conversions
- To increase sales, sign-ups, purchases or other desired actions on your website
This is the most popular campaign objective as it is optimised to deliver you new leads or purchases.
To optimise for Conversions, you need to have a minimum of 15-25 conversions per week. This provides Facebook with sufficient data to be able to learn about those people that convert. They can then make assumptions around those people who are most likely to convert within your target audience and then deliver your ads to more of those people.
Product Catalog Sales
- To promote products from your frequently updated product catalogue in your e-commerce store
- To create remarketing campaigns targeting your online store visitors
Store Visits
- To promote your physical store to people who are around your business
- To capture foot traffic to your business, delivering timely ads, based on people’s current location
You need to set up your business locations in business manager before you are able to use this objective.
Choosing the right Facebook ad objectives from the get-go is extremely crucial. This is the foundation of your advertising campaign.
Before you set up your Facebook ad campaign, think of your ultimate goal. Brainstorm with your team, if necessary. The simple rule is to select the right campaign objective closest to your current advertising goal.
If in doubt of which to use drop us a line and always happy to advise.
Sources:
https://adespresso.com/guides/facebook-ads-optimization/campaign-objective/
https://www.agorapulse.com/blog/facebook-ad-objective-choices
https://www.wordstream.com/blog/ws/2018/11/26/facebook-objectives
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