Facebook Advertising Objectives you need to know!
There are total 14 Objectives in Facebook Marketing :
Traffic, Lead Generation, Engagement, Reach , App Installs, Conversion , Video Views & the list goes on…
Facebook has been continuously adding new advertising objectives over the last few years as their huge user base has attracted a wider range of advertisers.
Now though, advertisers face even more choice when it comes to creating campaigns and this can lead to confusion around which is the right campaign objective to use.
Here you’ll learn the 14 Facebook advertising campaign objectives, what they are, and when best to use them.
The 14 Facebook advertising campaign objectives :
What is a campaign objective?
Your advertising campaign objective is what you want people to do when they see your ads.
Setting your campaign objective is the first action you taken when creating a new campaign. It’s at the top level of the campaign structure.
[UPDATE] Facebook has introduced 3 over-arching categories which all ad objectives now sit under. From top of funnel Awareness to middle of funnel Consideration and bottom of funnel Conversion.
[sub categories: Post Engagement, Page Likes, Event Responses & Offer Claims]
Product Catalogue Sales
Let’s discuss these objectives in detail :
The Reach objective helps you reach the maximum number of people in your Facebook audience and control how often they see your ads.
The Facebook Reach objective lets you maximise the number of people who see your ads and how frequently they can be seen. The Reach objective lets you maximise the number of impressions your ads receive via impressions optimisation.
When to use it : When you are planning to increase the brand awareness of your brand or to change the perception of your brand.
For example, say you want to reach a large proportion of your target audience with your ads to help drive sales. You can use the reach objective to serve ads to a larger portion of your audience. If you have a narrow audience and want to make sure everyone in that group has seen your ad, you can raise the frequency with which they are shown your ads. When you operate a business location that you want to promote to people within a radius around it, you can tailor your reach using location targeting.
#2 Brand Awareness
Reach people who are more likely to pay attention to your ads and increase awareness for your brand.
When to use it: On larger scale branding campaigns where there is no specific action you want a user to take. This objective will appeal to larger businesses who can afford to run pure branding only campaigns. If you’re a small business however, almost every other objective will be produce better and more meaningful results.
Use the Clicks to Website objective to send people to your website.
When to use it:
The Traffic objective is designed to drive people to your website or app.
With Traffic as your objective, you can create ads that :
• Send people to a destination on or off Facebook (Website Clicks)
• Increase the number of people going to your mobile or desktop app (App Engagement)
• When you want to send people from Facebook to your website and they don’t need to take a specific action such as sign up for a guide or webinar. Best used when promoting content, particularly blog posts.
When you want to get more post engagements, Page likes, event responses or offer claims, you should consider using this objective.
The sub categories under ENGAGEMENT are :
• Post Engagements
• Page Likes
• Event Responses
• Offer Claims
#5 App Installs
Use the App Installs objective to get people to install your app.
When to use it: When you have an app and you want more people to use it and want to increase your downloads, App installs is the best objective one should use.
#6 Video Views
Use the Video Views objective to get people to watch your video.
When to use it : Day by Day Video content is becoming popular, people are loving it, it’s the main reason why Facebook sees over 8 billion video views every day. It’s no surprise then why video views should not be an advertising objective.
If you have an awesome video that you want to share with the world, you should use the video objective. It’s a relatively new objective so the cost per view is extremely low, we’ve seen views cost £0.001.
Get Charged Only When A Video is Watched!
Facebook now hosts an option where advertisers will only be charged if their video is viewed by the user for more than 3 seconds or 10 seconds.
New : ThruPlay is an optimisation and billing option for video ads through the Video Views objective. ThruPlay allows advertisers to optimise and choose to only pay for ads that are played to completion, or for at least 15 seconds. This optimisation is available with Auction or Reach and Frequency campaigns.
#7 Lead Generation
Use this objective to create a form that will collect information of people, when they fill up a form including sign-ups for newsletters, price estimates and follow-up calls or when one wants to learn more about the product.You can drive more sales leads, such as email addresses, from people interested in your brand or business.
When to use it: Lead ads simplify the mobile signup process. When someone clicks on your lead ad, a form opens with the person’s contact information automatically populated, based on the information they share with Facebook, like their name and email address. Automatically populating the contact information that people share with Facebook makes filling in the form as fast as two taps: one click on the ad to open the form and another to submit the auto filled form.
But advertisers go through the time-consuming process of manually downloading the .csv file containing email addresses and other contact details and then again uploading them to their Autoresponder’s and CRM’s
But we have got a Solution for you!!!! Here at Leadzpipe, we offer a feature called SyncLeads that automates these steps. It transfers the contact details to your autoresponder or Crm’s in REAL TIME without any HUSTLE.
Use the Website Conversions objective to promote conversions on your website. Mostly used by E-Commerce Industry.
When to use it: When you want to drive people from Facebook to your website to take a specific action such as signing up to a webinar, downloading a guide or purchasing a product.
#9 Product Catalogue Sales
Create ads that automatically show products from your product catalogue based on your target audience.
When to use it: if you are an eCommerce company and want to show specific product re-marketing ads to someone after they have viewed that product on your website.
#10 Store Visits
Get more people nearby to visit your bricks-and-mortar locations.
When to use it: Best to use when you want to drive people to your store who are nearby to the location of your store.
You can use the Store Visits objective to build dynamic advertising campaigns that are locally relevant to each store.
The 4 main advertising objectives for generating New Leads and Sales for them, are: Lead Generation , conversions, post engagement and video views.
P:S : 10 Best Practices for Using Facebook Lead Ads to optimize your camaigns