Facebook offers 12 different objectives at Campaign level, choosing the right one is vital to the success of your campaign, as each one has different delivery and bidding options. Once the campaign is built the objective cannot be changed.
The Campaign Objectives are broken down into 3 main marketing objectives, Awareness, Consideration and Conversion, the objective that you choose should fall within the category that is closest to your current advertising goals.
- Awareness: generating interest in your product or service.
- Consideration: Get people to start thinking about your business and seeking more information about the products and services that you offer.
- Conversions: Encouraging those who have an interest in your business to purchase the product or service that you are offering.
Advert Objectives are as follows;
- Brand awareness -Local awareness
- Traffic Post
- Page likes
- Event responses
- App installs
- Video views
- Lead generation
- Product catalog sales
- Store visits
When to choose the Awareness objectives?
Typically, awareness campaigns will have the lowest cost per impression. ‘Brand awareness’ objective is most commonly used when the aim of the campaign is for more people to see your brand, this works best when you require no action from the audience such as a link click.
The ‘Reach’ objective is more useful if your goal is to reach the maximum number of audience members at a high frequency, over a short period of time. For example, when promoting limited-time offers or when creating remarketing campaigns.
With the ‘Reach’ campaign objective, Facebook will optimize for the highest number of possible impressions, with no consideration of clicks and actions taken by the people who see your ads.
When to choose the Consideration objectives?
‘Traffic’ ads work best when the aim of the campaign is to lead people away from Facebook to your website or blog, but ask for no specific actions from them. For example, if you’d like more people to read a blog, article or case study.
If you are running a Facebook competition, it is most likely ‘Post Engagement” objective that you will need, Facebook will show your ads to people who are the most likely to like, share, and comment on your post at the lowest possible cost.
‘Page likes’ is a relatively self-explanatory objective if you wish to get more Facebook page likes and new fans. However, it is not a campaign objective that we would recommend, as page likes on their own hold little value, with organic ads rarely reaching all of your page likes audience, your ad spend would be better spent on other objectives.
If you’re interested in getting more people to download and use your app, Facebook App Install ads are one of the best ways to do it.
Video content is by far the best content for use on social media ‘Video Views’ ads are a great way to utilise this content for maximum effect. It is a great way to target a new outbound audience as Facebook then allows you to remarket to people who have engaged with or watched a percentage of your video with a campaign that encourages them to buy.
Facebook Lead Ads are the most effective way of getting people to give you their contact details in exchange for downloadable content. Instead of sending users to your website, a lead form pops up which allows you to collect information like names, emails, phone numbers, this often get a better response than redirecting people away from Facebook.
When to choose “Conversion” objectives?
Unlike other campaign objectives, conversion campaigns do require you to have a pixel on your website so Facebook can use insights to properly optimize the campaign to achieve conversions, and also when sales occur attribute them accordingly.
“Conversions” is by far the campaign objective that we as an agency use the most, as it is optimized to deliver you new leads or purchases. Conversion ads are aimed to increase sales, sign-ups, purchases or other desired actions on your website.
Product catalogue sales are designed for e-commerce advertisers that sell a variety of products and frequently update their product catalogues. You can also use this objective when creating remarketing campaigns targeting your online store visitors, retargeting them with the specific products that they have been browsing.
If you have a physical store that you’d like more people to visit, try the “Store visits” campaign objective. You’ll be able to reach people around your business, just like with the Local Awareness ads, but include additional information.
Why we have switched to conversion campaigns
Conversion campaigns deliver a much cheaper cost per click than traffic campaigns, as you set what is considered a ‘conversion’ so you can set a page view as a conversion, unlike traffic adverts Facebook delivers conversion advert to those who are likely to convert rather than just delivering to people who like to click on adverts for this reason we have switched almost entirely to conversion ads where we once would have optimised for traffic.