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Facebook advertising is nothing new, but so many businesses have yet to take advantage of its ability to target highly specific audiences at a low cost. Facebook offers many different advertising objectives to help you reach your business goals. Which objective should you choose?
Your advertising objective is the focus and the goal of your campaign - what do you want users to do when they see your ad and what action should they take next? This is the first step to creating an advertisement; define goals and align the goal to an individual Facebook Advertising objective. Think of your audience, what stage of the journey are they currently in with your business?
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Your advertising objective is what you want people to do when they see your ads. When you create an ad, advertisers are prompted to choose an objective for their Facebook campaign. The objective you choose should align with your overall business goals.
1. Awareness : generate interest in your product or service
2. Consideration : conduct further research or look for more information about product, service or brand
3. Conversion : encourage people interested in your business to purchase or use your product or service
While we all want to make money and generate conversions on our website, it may be too soon to rush into conversion objectives. Think reasonably in terms of what you hope to accomplish on social media with the audience you are aiming to reach.
In the awareness stage of the buyers journey, customers are likely unfamiliar with your brand and their need for your offering. Therefore, you must grab their attention by painting a picture of their pain points. It is important to truly understand your audience - who are they, what makes them tick, what are they struggling with? Only when you know your audience can you speak to them.
Keep in mind, this is their first interaction with your brand - do not leave a bad first impression because you were trying to sell right from the start! The most common forms of awareness are:
BRAND AWARENESS |
REACH |
| Reach people more likely to recall your ads and increase awareness for your brand. The objective focuses on reaching the most targeted and receptive users. | Show your ad to the maximum number of people in your audience as possible. |
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Which platforms support this objective?
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Which platforms support this objective?
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Which ad formats can I choose for this objective?
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Which ad formats can I choose for this objective?
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At this point in time, the user understands their problems and is focused on finding a solution. Whereas the user may not have been aware of their problem and actively pursuing a solution in the awareness stage, users in the consideration stage are doing their research. At this point in time, Facebook advertising allows your brand to provide more information to assist their audience. Advertising objectives in the consideration stage include:
TRAFFIC |
APP INSTALLS |
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Increase the number of visits to your website from social media platforms. |
Send people to an app store where they can download your app |
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Which platforms support the traffic objective?
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Which platforms support the app installs objective?
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Which ad formats can you choose for this objective?
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Which ad formats can you choose for this objective?
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ENGAGEMENT |
VIDEO VIEWS |
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Get more people to see and engage with your post or page. With engagement as your objective, you can choose between the following engagements:
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Promote videos that show behind-the-scenes footage, a product launch, or customer stories to raise awareness about your brand. Engagement significantly increases through the use of video. |
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Which platforms support this objective? |
Which platforms support this objective?
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Which ad formats can you choose for this objective?
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Which ad formats can you choose for this objective?
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LEAD GENERATION |
MESSAGES |
| Collect lead information—such as email addresses - from people interested in your business. |
Get more people to have conversations with your business to generate leads, drive transactions, answer questions, or offer support. |
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Which platforms support this objective?
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Which platforms support this objective?
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Which ad formats can you choose for this objective?
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Which ad formats can you choose for this objective?
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Your audience is familiar with your brand and how you are able to help them, so it's time for them to make a decision! Depending on your business, your audience can conversions online can be drastically different. While service providers may look at a form completion to schedule an appointment as a conversion, eCommerce brands are looking for a direct payment online. And brick and mortar locations are no longer exempt from conversions on social media - connect your point of sale or CRM to identify which users visited your location in response to your advertisements.
CONVERSIONS |
CATALOG SALES |
| Get more people to use your website, Facebook app, or mobile app. To track and measure conversions, use the Facebook pixel or app events. | Show products from your catalog based on your target audience. |
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Which platforms support the conversions objective?
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Which platforms support the catalog sales objective?
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Which ad formats can you choose for this objective?
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Which ad formats can you choose for this objective?
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STORE VISITS |
| Promote multiple business locations to people who are nearby. |
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Which platforms support the store visits objective? |
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Which ad formats can you choose from in the store visits objective?
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Social media, which was once looked at as a fad, is now changing the way brands grow their business. So how do you know which objective to choose? As the way brand build relationships with their customers continues to change, so much our advertising. All of these different ad objectives, as you can see, will prompt your audience to take different actions at every stage of the buyers journey.
Ready to discuss social advertising for your business? Feel free to reach out to our team today!
