The Facebook Ad objectives change everything. They will change your ad’s capabilities, delivery, look – everything. It’s important to get it right. Sometimes it just takes a little testing. I will walk you through how to decide where to start and give you a break down of the different objectives, and how you might want to use each one.
This is where you always start. I’m sure you know this. Whichever Facebook ad objective you choose should match the objective of your campaign. Simple right?
Well, Facebook gives you quite a few options and sometimes more than one objective can help you reach your goal with your Facebook Ad. With experience, you get better at finding the best objective to start with. Regardless, testing will be your best bet! Assumptions don’t get you very far in marketing!
I’m a fan of often starting here. It helps determine the goal of the ad and make the objective much more clear. It’s also necessary to know what kind of copy and artwork to use in your ads. For the sake of Facebook ad objectives, we will use a more consolidated sales funnel of only three parts.
Awareness: The goals for these ads will be more about brand or problem awareness. If your ad is directed towards people in this part of the funnel, you will need to educate them in your ad about a problem they are having they might not be aware is a problem or educate them on who you are and what you have to offer.
Decision: Since these people are aware of their problem and solutions, you will need to show them why they need YOUR product or service as their solution. This is where you really want to sell!
Action: These people are ready to take action. This is where you lead them straight to a sale with call-to-actions and lead generation/conversion campaigns.
Once you have assigned your target audience a part of the funnel, you will have narrowed down which type of objective you will want to use for your ad. You will now need to choose more specifically within the types of objectives.
Now we will look at each of the objectives. Facebook divides them into three sections: awareness, consideration and conversion. These run from the top of the funnel down to the bottom. Each section is divided up with more options. Let’s start breaking them down.
Awareness has two types: reach and brand awareness. These ads are for your target audience that is at the top of the funnel. Remember that these people aren’t yet aware of your business and they also may be unaware they would ever need your services. The purpose of these ads is to educate your audience about a problem they may have and/or about your brand or services. To start building a brand for yourself, people will need to consistently see you. Facebook ads are a great way to supplement a branding campaign to stay in front of people with your brand.
Reach: Reach is where you are wanting to simply get in front of as many people as possible. Facebook tries to deliver your ad to people that are more likely to recall your brand with this objective.
Brand Awareness: These ads reach more people to bring awareness to your company, products or services.
These objectives have many more options and is for the decision part of the sales funnel. These people may or may not be aware of your product or service, but are more likely to be aware they have a problem that would be nice to solve. This is where we get in front of people to try and get them to become more engaged with our brand. This engagement ranges from visiting our website or liking our post to capturing their information to go in for the sale later. This is the middle of the sales funnel.
Traffic: This objective is to bring more visitors directly to your website or landing page.
App Installs: These links take users directly to your app in the app store to encourage downloads.
Video views: This option helps bring awareness to your brand by using video. Here you can show people more detailed information through video about your products, services or even yourself!
Lead Generation: This ad connects to a form you build in the ad manager that captures users information. This is a great way to get instant leads through your Facebook ads for your services, giveaways, lead magnets and more.
Post Engagement: This encourages people to like, comment and share posts. You can use this for your posts, ads, events and pages.
Page Likes: These ads encourage page likes to grow your organic audience on Facebook.
Event responses: For events, this encourages people to take action on events and respond with their attendance status.
Messages: Here you can encourage people to have conversations with you. These ads give the user an opportunity to reach out to you immediately.
This objective has three options: conversions, catalog sales and store visits. This is for people that are at the bottom of the funnel. Hopefully, these people are very close to making a decision on a purchase or commitment. You want to use these ads with people who are aware of their problem or would be likely to commit right away. For commitment right out of the gate, it’s probably better that whatever you are wanting them to sign up for or commit to is free or cheap. Otherwise, you may want to choose an objective above to create some brand awareness before asking for a larger commitment to you.
Conversions: This gets more people to take action outside of Facebook. This could be downloads, app installs, purchases or sign ups on your website.
Catalog Sales: This objective uses something called dynamic ads. Dynamic ads are where you create a template for a variety of products and Facebook displays specific products to specific people automatically instead of creating individual ads for individual people.
Store Visits: This shows ads to people in a local area to encourage them to visit businesses. You can offer them directions or direct calling. It can measure conversions based on user location.
Hopefully you understand the options Facebook gives you for objectives and which is right for you according to your campaign goals. It can be a lot at first, but it gets easier as you go! For any questions, don’t hesitate to reach out!
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