How to Choose the Right One For You.
Understanding which Facebook Ad Objectives to optimize and taking advantage of the power of Facebook Ad has become a staple part of every social media marketing strategy. Now, how do you make your Facebook campaigns stand out and make the most out of it?
Are you confused as to what objective you should choose? If you are feeling a little lost, this post is for you. Read on!
What are Facebook Ad Objectives?
- Awareness – is the objective that generates interest to your product or service
- Brand Awareness
- Consideration – is the objective that gets people to think about your business and seek more information.
- App Install
- Video Views
- Lead Generation
- Conversion – is the objective that encourages people interested in your business to buy or use your product or service.
- Product Catalog Sales
- Store Visits
As your business grows, your campaign goals will change with it. First, your goal may focus on developing awareness of your brand and acquiring new customers. Later on, when your business grows, you may want to focus more on encouraging people to subscribe to your pages, or make a purchase, or sign up for your events.
The Awareness Objective
If you want your ad to be seen by a large number of people and you don’t necessarily need to have any other action except for having the ad viewed, this is a good one to choose.
The Consideration Objective
In this objective, your goal is to have people seek more information about your business. Your goal is more than just getting people to see your ad, you want potential customers to visit your website, comment to your posts, install your app, or share your videos.
This objective is used to give the consumers more information about your product or service being promoted.
Choosing this objective can assist you in building your Facebook Page Engagement Audiences and you can use this for retargeting purposes in the future. These campaigns will likely increase your Facebook event attendance, visibility, and social proof.
You can optimize for app traffic and conversions using other objectives but keep in mind that this is the only campaign that will allow you to optimize for app installs.
One thing to take note of is that just because your ad features a video doesn’t automatically mean that you need to choose the Video Views objective. Take, for instance, you want people to click through from your video then the Traffic objective will be more useful, just choose video as your content’s format. Another example is if you want to get people to convert after they watch your video, for this you should use the Conversion objective.
The drawback of using this objective is that you will not be able to drive traffic into your website or landing page as people don’t have to go off Facebook to opt-in. However, this will generate your Leads Ad Audience which you can use for retargeting purposes in the future.
This ad objective is a new one and the goal here is to take people to a messaging platform like Messenger or WhatsApp to get them to talk to you. This is where you can interact with new and existing customers, whether it be answering their questions or offer product or service recommendations depending on their needs.
The Conversion Objective
When your main goal is to encourage people interested in your business to convert and to buy or use your product or service, this objective is the perfect one for you.
If there are insufficient data, Facebook won’t be able to deliver your ads to the targeted audience and so this objective will not be accurately optimized. If you have low traffic, you might as well choose the Traffic objective even if your goal is to get people to convert. This is because while you want people to opt-in, register, or purchase from your website, choosing the Conversion objective might hinder your campaign due to insufficient data.
Product Catalog Sales
This objective is useful for businesses with an e-commerce store. This campaign will automatically show items from your product catalog to a relevant audience, keep them engaged, and then hopefully, generate sales. You’ll be required to integrate your product catalog with Facebook.
This is a great option for franchises and businesses with several sister companies that are trying to drive foot traffic into their stores.