Facebook Campaign Objectives: Understanding and choosing the right one

Facebook Campaign Objectives

Since Facebook started allowing businesses to use their platform for advertising, it has been one success story after another when the advertising is done right. Facebook gives you different ad campaign objectives, so it is important to choose the right one for your marketing to be successful, or you will just end up throwing money down the drain.

This post was created to guide you and help you choose the right campaign objectives when you decide to run Facebook ads, so your advertisement can be a success story too.

Facebook has three (3) main funneled campaign objectives and sub-objectives;

1. Awareness

This is the first stage of any Facebook campaign objective, this stage is focused on generating interest or buzz about your brand, it is aimed at reaching new customers or putting the word out about your brand.
You have two options when you want to use this objective.

Brand awareness: This helps people remember your brand. You measure ad recall with this objective, which means how likely someone is to remember your ad that they saw on Facebook. This is the top-of-the-funnel ad campaign and is best used for cold audience traffic.
Reach: This is used when you want your ads to reach as many people as possible in your target audience with the lowest cost. You will not get many conversions or clicks from this ad because the objective just targets everybody regardless of whether they will engage with your ad or make a purchase.

2. Consideration

This Facebook Campaign objective is used to reach people who have some knowledge about your brand (it can also be used for new audiences). It is used to encourage people to know or learn more about what you are offering. It is the largest objective, with six smaller objectives attached to it.

Traffic: as the name suggests, this is great for sending people to a landing page, website, Instagram profile, or Facebook page. Facebook shows your ad to people who are most likely to click on it. The more traffic the ad gets, the more likely people are to take favorable actions in the area where traffic is directed. With this, Facebook allows you to use quite a few call-to-actions.
Engagement: Engagement drives users to act more specifically, this relates to likes, shares, and comments. Facebook aims it at people who are most likely to engage with your post.
App installs: it is used to send people to the store where they can download your app
Video views: If you have a video you want to promote and your goal is to get more video views, then this is the best option. Video views are the best objective for you as Facebook targets people who watch lots of videos with this campaign and delivers it to users who are most likely to watch it, optimise your video for 15 seconds or less to get the best from this campaign objective.
Lead generation: The Lead generation objective is great for collecting leads on the Facebook platform instead of sending them to a webpage off Facebook. When people click on your ad, it is prefilled with the information Facebook has on them, like their email addresses and phone numbers. This Ad objective is usually expensive, so make sure you are targeting the right audience when you use it.
Messages: This ad objective allows people to connect with you directly via Facebook Messenger, Instagram Direct Messaging, and WhatsApp. When people click on your ad, they can reach you directly via message, and you can easily collect leads this way.

3. Conversion

This is the bottom of Funnel and is useful for people who already know your brand, these people are a warm audience waiting to be converted, to do this correctly a Facebook pixel must be installed on your site to track the activities you are converting for.

Conversions: When you use this option, Facebook will show your ads to people who are most likely to convert, and you need about 50 conversions a week for this objective to work properly. What this means is that you should only run this ad for something that happens frequently on your site, and you must run it for more than a week to get the best of it.
Catalog Sales: For e-commerce businesses, you want to take advantage of catalog sales ads that show your products to interested customers. This allows customers to look at your products without ever leaving Facebook. Facebook is only able to do this if you have set up a product catalog feed on their platform. This allows them to constantly pull new products from your site and show them to your target audience. This objective automatically keeps your ads fresh with your newest products, pricing, and product descriptions all being rotated.
Store traffic: This objective is for businesses who have a physical store location, this ad objective targets people within a certain location. Store Visits will only be effective if you have entered your business address on your Facebook profile and it is up to date.

Conclusion:

Facebook ads remain relevant today and continue to deliver results for all types of businesses. If you need help with How To Set Up Facebook Ads Account In Naira send us a message and we will be happy to help run campaigns that deliver results.