Choosing the right Facebook advertising campaign objective will have a big impact on how your campaign performs. Not only does your choice affect what kind of advert you display and user action you drive but also how your advert is optimized for performance.
Before starting you need to know what the aim of your campaign is — website traffic, video views, leads, app installs or something else? Facebook has campaign objectives that match a number of different marketing goals and will likely be able to provide you with what you need.
For simplicity, Facebook breaks its objectives into three stages that map roughly to your customer journey — Awareness, Consideration and Conversion.
In this blog we’ll run through what each one of these campaign objectives means and in which situations you should use them.
This first set of objectives are associated with the Awareness stage of your customer journey — that first touch point where your aim is to reach new prospects to build your brand awareness. There are two campaign objectives in this set and, while similar, there is a subtle difference.
The brand awareness objective focuses on reaching people who are likely to be interested in your ads. This is done by optimizing your campaign to target people who are most likely to spend time looking at and engaging with your ads — thereby maximizing your brand lift. If your goal is to primarily increase the awareness and recall of your brand then this is a good objective to use.
The reach objective focuses on reaching the largest audience with your available budget and also allows you to control how frequently your advertisements are shown. By maximizing the impressions your ad receives this allows you to quickly show your ad to as much of your target audience as possible. If your goal is to simply maximize your impressions above all else, then this could be the objective for you.
The second set of objectives focus on the Consideration stage of your customer journey — increasing the interest of people who are already aware of your brand. These stages are a rough guide however and many of these objectives could also be used to help with your initial awareness campaigns.
The traffic objective focuses on driving people to your website. This is done by optimizing your ad to be shown to people most likely to click the link that leads back to your website.
Used with most standard Facebook ad formats, you’ll provide a link back to your website along with choosing from a number of call to action buttons. If your primary goal is to direct people to any part of your website — including products, event information, lead forms or any other landing page — then this goal is a safe bet.
The engagement objective focuses on increasing engagement with your Facebook Page. This is done by either promoting a Facebook Page post to drive engagement, advertising your Facebook Page to increase Likes or promoting a Facebook Event to get more responses. In each of these instances Facebook will optimize your ad to find people most likely to take the action that you have chosen. If your goal is to increase engagement within your Facebook Page then one of these objectives will be for you.
The app installs objective aims to get people to install your mobile app. This objective is understandably only available on mobile platforms and optimizes your ad to reach people most likely to install your app. Your advert will link out to the appropriate app store where people will then be able to download your app directly from the store.
The video views objective aims to reach people who will view your video, allowing you to create a campaign which tells a story about your brand through Instagram or Facebook video. You’ll be able to measure how much of your video people are watching as a percentage (25%, 50%, 75% or 100%), as a number of seconds (3 seconds, 10 seconds or 30 seconds) or as the average time and percentage of your video watched.
On both Facebook and Instagram these videos play automatically, so it’s important to ensure you have a good video marketing strategy.
The lead generation objective provides the opportunity to run advertisements where people submit their information to you directly through Facebook. Your advert will click through to a lead form within Facebook where people can fill in select information — much of which is pre-populated — and submit it to your business. Your campaign will be optimized towards those most likely to submit their information to you.
Of course this campaign type requires you to have an enticing lead magnet and an audience that trusts you enough to submit their information to you through Facebook — meaning it’s most effective with people that are already well aware of your brand.
The final set of objectives focus on Conversion. You have led your audience on a journey through different messaging, both introducing your brand and increasing engagement — now the focus is on getting your audience to complete their purchase journey.
The conversion objective aims to reach people who will take a specific action — in this case your own predefined conversion — on your website. These campaigns require you to first install the Facebook Pixel on your website as a way to measure conversions. Once correctly installed, you then get to choose which conversion to optimize for when creating your campaign. These could include standard Facebook conversions such as purchases and initiated checkouts or even your own custom conversions. Facebook then optimizes by finding people that are most likely to complete this conversion.
In order to optimize effectively for a conversion campaign, each one of your ads need to be getting 15-25 of these conversions per week.
Product Catalog Sales
The product catalog objective allows you to create dynamic ads that pull in various products from your website. In order to do this you need to have set up a product catalog feed on Facebook. Using a product catalog enables your ads to be kept dynamically up-to-date with the latest product imagery, pricing and text from your website, as well as dynamically retargeting people dependent on what website pages and products they viewed. This is a useful objective if you are running promotions for a large-scale ecommerce business.
The store visits objective works similarly to the reach objective, the difference is that you associate the campaign with one of your Facebook Pages and then will be able to create ads that reach people within a certain distance of your business. This objective only works if you have selected a location on your Facebook Page and have kept this location up to date. This is a useful objective if you’re looking to reach as many people as possible within a certain distance of your business.
And there you have it: Awareness, Consideration, Conversion and the different advertising campaigns within each of those layers. Just remember to understand your goal before you start, have a clear objective in mind and let this guide you to the most appropriate Facebook ad campaign type.