How To Choose the Right Facebook Ad Objective for Your Goals
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How To Choose the Right Facebook Ads Objective for Your Goals
Facebook boasts over 2.74 billion monthly active users. That figure is up 12% year-over-year going back since September 2019. It's little wonder that Facebook has grown so popular when it comes to advertising. The potential reach that a Facebook ad can have is staggering. In fact, the average Facebook user clicks on about 12 ads per month.
However, if you want your Facebook ad campaign to reach your target audience, you must know what campaign objective to select. Often overlooked, Facebook Ads objectives are a key factor that can dictate the success of a campaign.
Knowing Your Business Goals
The first step to optimise a Facebook Ads objective is to know what your goals are for the business. There are 11 Facebook campaign objectives to choose between. However, your Facebook Ad goal will dictate which objective to go with as they come divided beneath three different categories. You can consider these three categories as stages of the buyer journey.
Consider this the starting point with potential customers. If your business goal involves spreading awareness so that people know of your brand, then this is what you would choose. Awareness is often a top-of-the-funnel (TOFU) campaign.
The campaign objectives beneath Awareness include:
- Brand awareness
A campaign that focuses on building awareness won't lead to direct sales. At least not at first. The entire purpose of running an awareness campaign is to try and attract customers. They then travel deeper into the sales funnel and you can use gathered data about them to help build target audiences.
If the business goal focuses more on trying to get customers to take interest in your products or services, then you are at the consideration level. The people you are trying to attract are already aware of your brand and you want them to seek out more information about your business. Consideration falls into the middle-of-the-funnel (MOFU).
Campaign objectives beneath Consideration include:
- App installs
- Video views
- Lead generation
The business goal involving Consideration will strive to nurture interest in the brand. Ads created with this goal in mind should educate and push engagement. While people at this stage of the buyer journey may not yet be ready to buy, a nudge in the right direction could change that.
Conversion lands at the bottom-of-the-funnel (BOFU). This is where you want to push people who are already aware of your business and interested in its products or services to make a decision.
The objectives beneath Conversion include:
- Catalogue sales
- Store traffic
Conversion objectives are all about reminding people to use or buy the products or services offered by the business.
How To Optimise Your Facebook Ads Objectives
The biggest mistake you can make is to choose a campaign objective on Facebook Ads that doesn't match what you're hoping to achieve. After all, the objective you choose will have a direct impact on the type of action people will take upon seeing the ad. Consider having a Facebook campaign audit done to help avoid any dire mistakes.
The point of this objective is to help increase people's awareness of the business and its products or services.
When you want the word spread about your brand to a broad audience, then Brand Awareness is an ideal objective. You shouldn't expect people at this stage to interact with the brand or take any action yet. Instead, this objective is about informing and keeping your brand at the forefront of people's minds. You will be charged per impression (CPM) for this type of objective.
Optimizations For Ad Delivery By Brand Awareness
Optimisation Tips for Brand Awareness Objective
You will choose Reach when you want your ad shown to as many people as possible that fall within your target audience. This objective is ideal if you hope to reach the maximum number of people possible within a specific audience.
In order for Reach to be effective, keep in mind you need a big budget. You should also already know who your target audience is and isn't. With Reach, you are charged per impression (CPM).
Optimizations For Ad Delivery By Reach
Optimisation Tips for Reach Objective
When you're looking to push people toward a landing page, blog post, etc., then Traffic is the objective for you. This objective revolves around increasing traffic. It is a great option if you want to promote a blog post, landing page, or even educational content. With Traffic, you are charged either per impression or link click (CPC).
Optimizations For Ad Delivery By Traffic
Advertising Tips for Traffic Objective
The Engagement objective is best if you want more people seeing and engaging with a specific post or page. Engagement often includes things like comments, likes, shares, etc. When you choose Engagement, you will then be asked to choose from a subcategory to narrow the engagement type: post engagement, page likes, or event responses. With Engagement, you are charged either per impression or page like.
Optimizations For Ad Delivery By Engagement
Tips for Engagement Objective
This is the objective you choose if you want to get people to the store site where they can download an app from the business. If you've launched a mobile app and want to gather numerous installs fast, then this is the objective you'd go with. With App Installs, you are charged either per impression, app installs or link click (CPC).
You can choose to optimize for:
- App installs.
- Retention (which means Facebook is trying to identify the people that will be most likely to open your app on day 2 or 7 - your choice - after having installed the app).
- App events (which means Facebook will try to identify people that are most likely to complete the selected event.).
- Link clicks.
Note: you can optimize for app traffic and app conversions through other campaign objectives but this is the only campaign type that allows you to optimize for app installs.
The Video Views objective is all about sharing videos from your business to gather views. The purpose of this objective boils down to getting more people to watch video content from the business. With Video Views, you are charged either per impression, ThruPlay, or 2-second continuous video view. Same with traffic objective, reach objectives, use this objective on middle funnel campaigns and compare the cost per landing page view
Optimizations For Ad Delivery By Video View
When you wish to gather more lead information about potential customers, then Lead Generation is the right objective for your business. For example, Lead Generation can help collect email addresses but will not drive people to your website. You are charged per impression with Lead Generation.
Optimizations For Ad Delivery By Lead Generation
Tips for Lead Generation Objective
The Messages objective will help to push people toward conversing with your business on Messenger, Instagram Direct, or WhatsApp. The purpose behind this is to help nudge customers toward completing purchases, offering them support, or even answering their questions. You are charged per impression with the Messages objective.
Optimizations For Ad Delivery By Messages
With this objective, you can do the following to improve the customer service experience:
- Create your own custom welcome message.
- Use a standard welcome message from a template.
- Use an automated chat.
- Create an automated process to get more leads (Emails, names, zip code and more)
I never use this as the Facebook ad objective in my campaigns. So unless most of your leads & main customer support portal are coming from Facebook (Meta) messager, I wouldn't recommend using this objective in your Facebook Ads.
Located at the bottom-of-the-funnel, the Conversions objective is meant to help push customers to take a specific action. This action might be downloading an app, making a purchase, or even registering on the business site. You are charged either per impression or link clicks (CPC) with the Conversions objective. If eligible (Has generated at least 30 attributed optimised click-through purchases with values over the last seven days), you'll be able to optimize for value, in place of lowest cost or target cost conversions. Optimizing for value tells Facebook to optimize for a certain ROAS.
Optimizations For Ad Delivery By Conversion
Optimisation Tips for Conversion Objective
This is the ideal objective if you run an e-commerce store and want to show multiple products to help generate sales. You set up your product catalogue and then Facebook handles the rest by showing multiple items to your target audience. You are charged either per impression or link click (CPC) with this objective.
Make sure you have a well-defined product feed set up with optimised product titles and product descriptions. Moreover, you can utilise this function for SaaS/tech companies. You can use page path as product id and tailor-made the title, description, image link and brand for each page. The rest of the parameters can be a constant value.
Here’s the other differences you should know:
- You can optimize for link clicks, conversion events, or impressions.
- You can set a bid cap.
- You can be charged on impressions or link clicks.
Optimizations For Ad Delivery By Catelogue Sale
Catalogue Sales Facebook Ads Objectives Tips
Do you want to promote your brick-and-mortar business location? If so, then Store Traffic is the objective you'd go with. This is ideal for business owners who operate multiple physical locations and want to drive foot traffic and in-store sales to a target location.
Optimizations For Ad Delivery By Store Traffic
Tips that you should know:
Facebook uses a combination of data points to report on store traffic, including:
- Information from people with location services enabled on their phones.
- Satellite imagery and mapping data from third parties.
Choose Your Facebook Ads Objectives Carefully
Keep in mind that the Facebook Ads objectives you decide on influence how Facebook chooses to deliver the ad and who it is shown to. The results you will get will revolve around both your campaign objective and the optimisations you make. So, be sure to choose an objective that aligns with the end goals of your business. Test Everything!
If you need help optimizing your Facebook Ads, then let Dean Long Digital Marketing help. Contact us today!
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