Choosing an advertising objective is essential when creating a Facebook ad campaign. The objective refers to your overall goal – what you want people to do when they see your ads. Facebook will vary the targeting and optimisation of your ads accordingly, so choosing the right objective is crucial.
Before creating your first ad campaign, there are 10 important Facebook advertising objectives you should know. These objectives fall into three main categories – Awareness, Consideration, and Conversion.
Awareness
Brand Awareness
If you choose brand awareness as your objective, your ads will be optimized to reach people who are more likely to pay attention to them. This is best suited to larger businesses, that have the budget for branding only campaigns. Smaller businesses are better off choosing a conversion objective to get better results.
Reach
Choosing the reach objective means your ad will be shown to the maximum number of people in your audience. Using ‘Reach’ means that Facebook will optimise for impressions, rather than clicks or conversions. A great feature of this objective is frequency capping, which allows you to set a minimum number of days before the same person sees your ad again.
Consideration
Traffic
The main goal of the traffic objective is to send people from Facebook to your website. You can also use it to get more people to use your app. This is a great one to use for promoting blog posts.
App Installs
If you want more people to install your app, choose App Installs. This objective is particularly useful after the launch of an app. Getting as many downloads as possible within the first 72 hours is essential for a good app store ranking.
Engagement
The engagement feature gets more people to engage with your post or page. With this as your main objective, you can choose to boost posts, promote your page, get more event responses, or promote offers
Video Views
Video content is becoming increasingly popular on Facebook and now there’s advertising objective to go along with it. Choosing the video views objective means that your video will be watched by more people. You can even choose what kind of views you want to optimize for.
Lead Generation
Choosing the lead generation objective will allow you to create forms and collect information from your audience. For example, you might want to increase your email subscriber list or gather phone numbers for follow-up calls. Lead ads also make the mobile signup process easier, as the forms are pre-filled with the Facebook user’s information.
Conversion
Conversions
Using the conversions objective, you can drive people to your website and then get them to take a specific action. This is particularly useful for product sales or if you want people to sign up for a webinar. The Facebook pixel and app events allow you track and measure conversions.
Product Catalog Sales
The product catalog sales objective is best suited to e-commerce advertisers. It allows you show products from a catalog, based on your target audience. A highlight of this objective is that it allows you to add and advertise different items, whenever you need to.
Store Visits
This is a feature specifically for businesses with a physical location. Facebook allows you to promote your business location, or multiple business locations, to people in that area.
Conclusion
A Facebook ad campaign should always align with your business goals. Choosing the right advertising objective will help you get the best results for your budget. Facebook advertising can be hugely successful for businesses, but only if it’s used in the right way.
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About The Author
Adam Arnold
Dr Adam Arnold has over 17 years experience in digital marketing and has been mentored by, and is a mentor to, some of the greatest marketing brains of today.