Facebook continuously works on improving their user experience and Ads Manager is no exception. Since different businesses have different advertising goals, Facebook developed customized objectives that can be chosen depending on the wanted advertising outcome. In the following paragraphs you will learn the benefits of each objective and when to use which one.
There are three main objectives groups you can choose from:
Awareness, Consideration and Conversion.
In general, awareness is used when you are introducing a brand or a product to a target audience.
It gives you the opportunity to serve ads to the people that are most likely to notice your ad (based on their interests, likes and other parameters). For this reason, it is very important to make interesting, eye-catching visuals that will stir up the interest of your potential followers. You can use Single Image, Single Video, Slideshow, Canvas or a Carousel format.
Awareness has two options you can choose from – brand awareness and reach.
Brand awareness „maximizes both reach and attention by automatically finding and showing your advert to people who are more likely to pay attention to it and therefore remember it“.
This option is mostly used when there is no specific action you want users to make. That is, when you want to remind users of your brand or get them to notice you in the first place. The point is to stimulate them enough so that they memorize your brand or product and remember it in the future.
Reach, on the other hand, gives you the option to set the minimal time span between the first and the second time a person sees your ad. It „maximizes the number of people who see your adverts in a specified time period“.
With reach optimization, location targeting is also possible – and very useful. Setting up a good radius can help you target people that are near your business and avoid wasting money on people that are too far away but have the same interests.
Second objectives group – consideration – has several options to choose from: traffic, engagement, app installs, video views and lead generation. These options are used when you want people to engage with your business, look up information about it and start consciously thinking about it. In other words, this is where you gain followers.
If you create a lot of content in your business, such as articles, blog posts or educational reading, you should use the traffic option. Traffic sends users from your Facebook site to your website, blog, or an application. There is also the possibility of targeting the people that have previously installed your app and luring them back to active participation.
Second option is the most used and the most popular one. Engagement campaign, if done well, gets you the almighty Facebook trinity: likes, shares and comments (or event responses and offer claims). Despite it’s popularity, engagement can be deceptive. Gained likes are basically worthless if your followers do not interact with your brand or engage on a regular basis. Event responses and offer claims are used for events or offers specifically created on Facebook. If you are trying to lead users to events or offers that are made outside of Facebook platform, you should avoid the engagement option and rather use conversion campaigns which will be described in the following paragraph.
App installs option is used when you first publish an app and want as many people as possible to install it. The difference between this option and previously mentioned traffic option is in it’s intensity. App installs are best used when you release an application and want people to purchase it from the app store so you could quickly and substantially increase your store ranking.
Video views, as the name itself suggests, delivers your video content to more people. Best content for raising awareness about your brand is the one containing a personal note. It could be as simple as a GIF, or something like a behind-the-scenes footage that humanizes your brand and shows the audience the people and the soul behind it. Video content is more and more popular with users so if you do have an amazing video to share with your audience, video view option is the way to go.
Last option in the consideration group is the lead generation. This kind of ads enable people to show interest in your business by (auto)filling in a Facebook online form. The information it enable you to send follow ups, newsletters and consequently create faithful customers. There is a drawback to lead generation option – people don’t always actively use the mail address they submit. For this reason, if you want a higher response rate after sign-up, it is again wiser to use conversion campaigns.
Conversion campaigns drive users to spend money on your products. In other words, they lead people to your application or a website (web shop) where they make beneficial actions like adding payments, making a purchase or downloading content. To get the most out of the conversion option, use Facebook pixel, an analytic tool that measures and analyses actions on your website. Pixel gives you valuable insights about the audience behaviour and characteristics that again help you optimize your campaigns. (Read more about this topic in our previus blog post Tools for Facebook Ads Optimization).
For eCommerce businesses that have product catalogues the most valuable option is definitely product catalogue series. Based on the target audience, products form the catalogue are automatically shown to users. It is also great for remarketing because you can target people that have previously viewed certain products on your website and show them similar (or the same) ones.
Last option attracts users to physically engage with your business. Store visits objective targets people that are close to your real, tangible store. If you have multiple stores across a certain region, you adjust your ads to each location and target group. Important thing is to set up a business location in your business manager so you could use the option.
Here are the objectives in Facebook Ads Manager one more time:
Awareness – brand awareness and reach
Consideration – traffic, engagement, app installs, video views and lead generation
Conversion – conversion, product catalogue series and store visits
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