Choosing The Right Facebook Campaign Objective – sorry, WHAT?

If you’ve gone all mad as a march over Facebook ads & Facebook Campaign Objective, you’re not alone. In fact, if you’ve managed to get past the anxiety of considering your campaign idea, you’re well ahead of most business owners. So when you finally master the courage to sit down and create your ads and the first question Facebook asks you is, What’s your marketing objective? it’s no wonder many of us throw in the towel right there and then.

“Not all Facebook ads are for conversions?” I hear you say. “Shocking!”

I promise Facebook doesn’t get pleasure out of watching struggling business owners result to the 30-year-old bottle of whiskey at the back of the cellaret. Facebook campaigns actually offers multiple objectives to assist you in reaching your business goals!

When creating a new Facebook ad, there are three marketing objectives you can choose from in Facebook Business Manager. The three objectives are Awareness, Consideration, and Conversion, and within these three objectives, you can select from various categories.

Let’s talk you through each category and how to identify which one to choose, so you can spend less time with the whiskey and more time building your business.

Nailing your Facebook Campaign Objective

AWARENESS

Brand awareness

The first option is fairly self-explanatory. If you have a new business or product and want to increase your general brand awareness – you want to take that mouse and click on the brand awareness option. Simple. This category will help you reach potential customers who are likely to be interested in your brand and enable you to start building a retargeting audience. On average, people will see your ads twice every five days. That’s a lot of YOU in their life!

Reach

Aiming high and wide? This ad type will optimise your ads to reach as many relevant viewers as possible at a higher frequency. This means you can increase the number of times your ads are shown to your chosen target audience. Just be sure not to interrupt their Facebook feed so much they block you.

CONSIDERATION

Traffic

This is another great option for building your retargeting list. If you’re at the beginning of your marketing funnel, or you’re a fairly new brand, this is the option to pick to increase your website traffic or get people using your app. You can use this objective on multiple platforms including Facebook messenger, the audience network, and Instagram.

Engagement

They’ve heard about you once. They hear you mentioned twice. But who are you? Get your audience engaging with each other or directly with your brand on either your post or page by boosting a post, promoting your page, or confirming their attendance to an event you’re hosting. Engagement is the best way to connect with potential customers and start building relationships.

App installs

This tool is an awesome way to get people downloading your app, as it takes the user directly to the App Store or Google Play Store. However, you obviously won’t choose this objective if you’re not promoting an application … need I say more?

Video views

Again, slightly self-explanatory. Essentially this is the choice for you if you’re using a video in your ad and want to boost views. This category is great for YouTubers, video bloggers or if you’re simply advertising a product or service through a video medium.

Lead generation

Get people considering your brand with a lead generation ad objective. With this category, you can accumulate a database of potential target customers through collecting email addresses and other important client information. Lead them to that sale!

CONVERSION

Conversions

By now, your target audience should have followed your funnel through a brand awareness and consideration ad, so now they are now ready to convert! This is for an audience of people who are well familiar with your brand and you already have a relationship of trust with. Be sure to have your Facebook pixel in place to track conversations.

Product catalog sales

We LOVE this ad style. You can showcase an array of products right in front of your audiences’ eyes – result! When used correctly, this works particularly well in a carousel ad format.

Store visits

If you own a physical store and want to encourage local people to visit you, this ad type will have customers running to your store faster than you’ll find me at a colleague’s desk when they in bring chocolate (ok, maybe not that fast, but you get the idea). The influence of putting your store or service on the map of a local is a powerful tool – use it!

If you would like to learn more about which type of Facebook ads are right for you and what Facebook Campaign objectives are right for your business or how they can increase the success of your business, contact our friendly marketing experts today!