So you’re ready to set up your Facebook ad, but how do you know which is the right campaign objective for you? There seem to be so many options in ads manager and when you’re investing money in advertising it’s so important you make the right choice. I’m going to give you a brief overview of the most popular FB ad objectives and what you should be using them to achieve.
So first things first, what is a campaign objective?
Your advertising campaign objective is what you want people to do when they see your ad, and so it’s the first action you take when creating a new campaign in ads manager, these objectives tell Facebook exactly what you want to achieve from your ad. To identify the right objective for you, you need to know what the preferred outcome of this campaign is going to be. For example; do you want to drive traffic to a certain page on your website? Do you want to build your email database? Are you just trying to get your name out there and reach more people? Each of these outcomes can be more easily achieved when you choose the right objective for your ad.
Some of the most popular (and my favourite) objectives
Traffic: Use this when you want to drive traffic to a specific landing page, this could be a new blog post, a new product being launched or another big announcement that you wanted to draw the people in your audience to view.
Conversions: If that landing page was for an email opt-in or a sale item on a retail website, and your goal was to have someone actually ‘convert’ on that page, then the objective of that ad would no longer be just to drive traffic to the page, but actually have people take action. The objective you should choose in this case would be conversion.
Reach: This objective is for when you have a small audience, perhaps a retargeting audience, your email list or a list of leads you have compiled, then you should use a reach campaign. This will tell Facebook to reach as many people as possible within your target audience with this ad. It is a great one for retargeting campaigns.
Engagement: This is the best objective for when you want to test your content with your target audience to find out what resonates with them. It asks Facebook to show it to people who are more likely to either like, comment, share, click a link etc. otherwise known as engaging somehow on that post. Another tip, this objective is great for generating social proof for using in another ad further down the line.
Video views: If the content on your ad is video, this objective will enable you to easily identify those audience members who have watched at least 25% or maybe 10 seconds of the piece, you can use this information to create a custom audience who you can efficiently retarget. You will be then be speaking directly to a far more engaged audience, people who are already aware of you, your service or whatever it is you are advertising in your video.
Messages: This is an objective I use regularly here at Jab marketing, it basically reduces friction. The call to action is for the user to send a message through your page. An added feature with Facebook is that you can set up an auto responder, so a personalised message will be generated whenever someone begins a message through to you, encouraging them to engage with you straight away. Facebook will also of course notify you immediately of messages, so you can jump straight in and answer the questions that your customers or your potential customers might have. Overall, creating the personalised engagement that people are looking for. This reduction in friction makes it much more likely they will convert further down the line.
So there you go . . .
I really hope this quick guide was informative, helpful but most of all easy to understand. If you want some extra tools you can check out the video piece I put together on this, which shows you the objectives within ads manager itself. I’ve also created a cheat sheet with all this information easily laid out for quick reference. If you’ve set up your ad and now you want to know if it’s working I provide some pointers and tips here.
Don’t forget there’s lots of help and support within the Jab Marketing Ads Mastery Group on Facebook, why don’t you join up and see what else you can learn?
Still finding the world of Facebook ads a bit daunting and want to work alongside an expert to get you the results you are looking for, then get in touch with me and we can discuss your business needs.