If you’re familiar with the Facebook Ads Manager, you’ve definitely got yourself feeling in doubt when facing the marketing goal selection page:
With so many options, it can become difficult to choose the right campaign objective to maximize your marketing efforts on the platform. But no worries, Conversio is here to help you!
In this article, you will understand the importance of choosing the right objective when setting up your Facebook Campaign, and learn which option will better meet your expectations according to their particularities.
What you’ll learn in this article
How Facebook Helps You Reach Your Goals
When you select a marketing goal in the Advertising Manager, you are telling Facebook what kind of results you want to achieve. This choice is critical because the algorithm will use this information to deliver your campaign to the users most likely to achieve your goal.
*Some setting options are unique to their campaign type, but in most cases, you will have the same targeting and format options regardless of the objective.
Regardless of the audience you set, the campaign objective you choose will dictate not only who will be reached first, but also the context in which your ads will be delivered. For example:
- If you choose the Engagement objective, the algorithm will deliver your ad to users who tend to interact with posts (react, comment, share).
- If you want to get more views of your new promotional video, Facebook will deliver your video in video optimized placements (In-streams and Video feed) to users who are most likely to complete the playback.
- If you wish to get more app installs, the algorithm will avoid users who – historically – rarely download new mobile apps, and will favor frequent app users.
In addition to the differences in ad delivery optimization, each campaign objective will highlight the main KPI that is aligned with the final objective (Cost-per-user reached, cost per action, video completion rate, etc.). Your optimization choice will also have an impact on the results of your main metrics, such as CTR, CPC, and CPM.
You now understand why choosing the right Facebook objective is essential to achieve your online marketing goals. But when faced with so many options, the question arises: Which objective is best suited to your situation?
The Facebook Campaign Objectives
From the outset, the Ad Manager groups these objectives into 3 categories that are reminiscent of the conversion funnel :
If one of these three categories is aligned with your marketing objective, it is a good starting point to define your campaign objective. Now let’s take a closer look at the specifics of each one:
The brand awareness objective will help you increase awareness of your business, brand, or service. This campaign type will deliver your ads to users who are most likely to be interested in your brand while maximizing reach and repetition.
However, the main KPI of estimated ad recall lift is a rather vague concept and does not guarantee that users will engage with your content.
Tip: Use this type of campaign with high quality visual and video content to introduce your brand or service to new customers.
This objective will not optimize your campaign to target the best prospects, however, it will allow you to reach as many people as possible in your target audience. You will get affordable CPMs but the algorithm will not take into account the probability of a user clicking on your ad.
Tip: This type of campaign is effective for reaching smaller audiences, either with very niche interests or remarketing lists with a limited number of visitors.
Bonus: Select the Reach goal if you want to use the “Call Us” call to action that dials your company’s phone number.
This campaign objective is probably the most versatile since it allows to use any ad format or placement and offers balanced results between Awareness and Conversion. The algorithm will optimize ad delivery to send people from Facebook to any URL you choose, such as your website’s landing page, a blog post, a mobile app, etc.
This will not guarantee users will take action on-site, as a Conversion objective would, but you’ll see an increase in the number of visitors to your site for a relatively low cost per click.
Tip: Use the Landing Page Views optimization goal (if the Facebook pixel is installed properly on your site) to limit your bounce rate and get more engaged visitors.
This campaign goal allows you to reach people more likely to engage with your post. Engagement includes likes, comments, and shares but can also include offer claims from your page, or even event responses!
Tip: Use this type of campaign to get more people to follow your Page and boost your posts. The increase in interactions will also benefit your organic reach. It’s also very effective in promoting “Like, Comment and Share” type contests.
This type of campaign is the most self-explanatory of the bunch, it allows you to send people to the Store (iTunes or Google Play) where they can download your Business’s app.
*Linking a mobile app to various advertising platforms can be technically challenging for beginners. If you own an app that you wish to promote online, give us a shout.
The Video views campaign objective will help you get more views of your video content and reach people on Facebook who are most likely to watch it.
You will generally get a high View rate and a reasonable cost per view, but your results will most likely depend on the quality of your content. We recommend short videos (15 seconds or less) to maximize message retention and you’ll increase your reach at the same time since this format has the most ad inventory.
Tip: Videos that are delivered through a Video views campaign will show in placements with high viewing rates, such as on-skippable In-stream ads or Video feeds, both of which also have high CPMs. You will need to plan your budget accordingly if you want to get your video out to a large number of people.
Lead generation campaigns allow you to create ads that collect info from people interested in your product, such as newsletter signups or request-a-quote forms. In addition to benefiting from the strength of the algorithm to identify your most valuable leads, the integrated form will improve user experience, since users will be able to seamlessly submit their info in the Facebook environment, without having to leave to fill out the same form on your site.
You can customize the forms to better suit your business needs and client expectations, and still use your usual creatives since the form only appears when a user clicks on the ad.
Tip: Unless you are using one of the CRMs compatible with Facebook, you will have to go and manually export your most recent leads from your page. This is not a complex task but can become time-consuming if you – hopefully! – get a decent number of leads.
The Message campaign objective will help you communicate with potential or existing customers via the Facebook chat and Messenger App. Not to be confused with the Messenger placement targeting, which will only let you show your ad in the messaging application, regardless of your goal of starting new conversations with your customers.
Once again, you will be able to use the standard ad formats, with a call to action button that opens a conversation with your business. This is also the only campaign objective that allows you to send sponsored messages (messages sent directly to the targeted people), as long as you have already had a conversation with them.
Tip: Be sure to set up automatic responses to your Facebook chat if you are not able to answer messages quickly.
Campaigns with a Conversion objective are very effective if you want to get more people to take a specific action on your business’s site, such as having them add items to a cart, download your app, register for your site, or make a purchase. If you have configured the Facebook pixel and website events you can select the conversion you want to get more of, and the algorithm will find people who will complete that action.
The Facebook pixel allows you to set up any type of action on your site and make it a custom conversion, so be creative!
Tip: It is recommended to get a minimum of 50 conversions over 7 days for the algorithm to optimize your campaign effectively. Depending on your average cost per action, you should budget accordingly to achieve consistent results.
Campaigns with Catalog sales objectives are perfect for e-commerce businesses. If you have set up your product catalog properly, you can easily create ads to show products from your eCommerce store to generate sales.
Setting up this type of campaign needs a little more work beforehand since it requires a product feed that is updated daily to avoid problems related to price changes, out-of-stocks, or other product modifications. Thankfully, the most popular E-commerce platforms (Shopify, WooCommerce, Magento, among others…) can help create this product feed easily.
*Adding a product fed to advertising platforms can be a technical challenge for beginners. If you are the owner of an online store that you wish to promote, holla at us.
Tip: This campaign objective is extremely effective when combined with a remarketing strategy. Re-target users who looked at your products without completing the purchase to complete sales you thought you had lost, also commonly known as abandoned cart remarketing.
If you want to promote your local business to attract more visitors to your doorstep, Store traffic campaigns allow you to reach users close to your brick-and-mortar store.
Similarly to a Reach campaign, this objective will maximize the number of people reached in a radius around your business but will personalize the creative based on the closest store to each user (available products, map, and directions).
However, you will need to meet certain requirements to use this type of campaign, such as managing multiple stores and grouping them into a Main and local Pages structure, which does not make this objective accessible to everyone.
We hope this article will help you implement better advertising campaigns on Facebook. By choosing the right type of objective, you can let Facebook work for you and attract the highest-value customers to your business. This way, you can also choose to target broader audiences, thus reaching more potential customers, while maintaining performances you’ll be satisfied with.
For optimal results, you can run different campaign types at the same time, and cover all stages of the conversion funnel to ensure your business’s growth.
If you want to take your Facebook advertising to the next level, contact our experts!