Facebook ads are a cost-effective way to reach the platform’s 2.5 billion monthly users. This large audience explains why the platform is attractive to advertisers. We are talking about over 7 million advertisers.
You need to know why you want to use Facebook ads and what you are hoping to achieve with them in order to succeed and maximize your return on investment (ROI). In fact, your campaign objective is the first thing Facebook will ask you about when you create an ad.
Within Facebook Ads Manager, when is time of choosing the right Facebook ad campaign objectives keep in mind that there are 11 objectives spanning the three overarching categories of the buyer’s journey: awareness, consideration, and conversions.
Awareness Facebook Campaign Objectives
Awareness objectives help generate interest in your product or service.
1. Brand Awareness
As you may have guessed, these ads help increase people’s awareness of your business. If you’re looking to introduce your brand to new audiences, this can be a great option. That’s because Facebook will show these ads to members of your target audience who are more likely to pay attention to and recall the ads.
Facebook predicts recall ability by polling users on whether they remember seeing an ad and analyzing their past behavior and interactions with ads.
Keep in mind the sole focus of these ads is to make people aware of your brand, so you shouldn’t expect significant engagement or click-throughs. However, they will help you establish brand familiarity and pique the interest of your target audience.
Use these ads to keep consumers aware of, and able to recall, your brand as well as highlight what makes your business and product/service unique.
2. Reach
Facebook reach ads are shown to as many people in your target audience as possible without exceeding your budget. It is even possible to specify a location where your audience is to be located so that your ad is only seen by people nearby your business. In addition, the frequency of these ads can be selected, meaning how many times people will see them.
Essentially, this strategy maximizes the number of people who see your ad. However, Facebook does not consider the likelihood of the user paying attention to the ad. This means you may end up paying for your ad to be displayed to audience members who tend to scroll past any form of advertisement on the platform.
Consideration Facebook Campaign Objectives
Consideration objectives encourage audiences to think and learn more about your business.
3. Traffic
The traffic objective aims to send people from Facebook to any URL of your choosing, such as your website’s homepage, online storefront, app, event page, etc.
Based on their past behavior on Facebook, Facebook shows your ads to users who are likely to click. By bringing more visitors to your featured destination, you’ll increase the likelihood of a user taking favorable actions on your landing page.
4. Engagement
Also based on past behavior, the platform shows engagement ads to those who they predict will engage with your ads in the form of likes, reactions, comments, and shares. The are 3 types of engagement ads: post engagement, page likes, and event responses.
5. App Installs
This objective helps drive mobile app installs by taking users directly to the App Store or Google Play store to download your app. Facebook shows these ads to members of your target audience who have previously downloaded apps from ads to increase the chances of your app installations.
6. Video Views
Facebook will push video views ads to your target audience with the objective of getting as many views as possible. These ads can be a powerful way to tell your brand story or show your service in an engaging and consumable.
7. Lead Generation
Lead generation ads are a great way to embed lead magnets and collect leads while allowing the user to stay on Facebook. Users submit their personal information in exchange for an offer created by your business, such as an email newsletter or workbook.
8. Messages
With the message’s objective, viewers can directly message your business through the ad using Facebook Messenger.
This is an effective way to personally connect with users to generate more interest in your business.
Conversion Facebook Campaign Objectives
Conversion objectives nudge audiences to buy or use your product or service.
9. Conversions
The goal of conversion ads is to encourage people to take valuable actions on your website or app, such as registering for an event, adding an item to cart, or making a purchase.
These ads are most successful when delivered to people who are already familiar with your product — likely, those who have gone through the awareness and consideration stages and need an extra push toward conversion.
10. Catalog Sales
The catalog sales ad is made with a holistic view of e-commerce stores in mind. Instead of promoting a single product or service, ads with this objective will show relevant products from your store to people who have demonstrated interest in them before. Facebook is able to recognize this behavior based on its understanding of your offerings and the user through its pixel. If you need help integrating your Facebook pixel to your website, check out our social media advertising service.
11. Store Traffic
The store traffic objective is perfect for businesses with physical locations as the goal is to remove the digital barrier and bring in-person foot traffic to your store.
The ads are delivered to people who are physically near your store, so they are more likely to visit. It’s important to mention that these ads target based on location only, which means audience demographics will not be considered.
Choose this ad if your business has brick-and-mortar locations and you’re looking to increase store visits.
Choosing the right Facebook ad campaign objectives shouldn’t be complicated you just need to keep in mind your business objectives and the goals you expect for the specific campaign you want to launch.
At DMG4U we love to help business owners grow by getting their messages in front of the right people. Take a look at what we can offer you with our social media advertising service.