Facebook Ad Campaign Objectives: How To Choose
Facebook is the leading social media website, and almost 3 billion people use it. Thus, many businesses call this platform a must-have for marketers, according to statista.com. If you decide to use Facebook to encourage customers and promote, creating an ad campaign is a huge help. Setting Facebook ad objectives is the first step to making your campaign. When it comes to how to create a Facebook ad campaign, one of the most significant blunders you can make is picking a campaign aim that isn’t congruent with the outcomes you desire to accomplish.
When you choose an objective, you are providing Facebook with information about the aims of your campaign as well as the action you want people to do once they have seen your advertisement. The algorithm will display your advertisements to members of your target audience who have the highest propensity to do that action based on the information provided here. If you choose the Traffic aim, for instance, Facebook will give preference in displaying your advertisements to members of your target audience who are known for clicking links.
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Feeling a little confused about which objective you want to use is expected. After all, it should be in line with your goals.
The Best Objective for Facebook Ad Campaign
So, how to create a facebook ad campaign? It all depends on your business needs, situation and goals. Increasing the awareness of your brand should be the top priority in creating a Facebook advertisement plan.
However, many marketing consultants and agencies preferred Conversion as the most frequently used.
Conversion objectives motivate visitors to take action on your site. Likewise, most small businesses or franchises’ main goal is the leads and revenue, which is precisely what Conversion offers.
One more thing, Conversion objectives have many direct response clients, higher return on ad spend, and highest conversion rates.
Factors when Selecting Facebook Ad Campaigns Objectives
Since Facebook Ad objectives are the goals for setting your Facebook Ads, it is essential to know the factor to consider when choosing Facebook Objectives.
Contemplate Your Purpose
Facebook Ads Manager asked for specific campaign goals like increasing traffic, improving sales, etc. There are many considerations in selecting objectives, such as Awareness, Consideration, and Conversion.
You first need to decide the funnel you want to target.
Conversion Objectives
Conversions, Catalog Sales, and Store Traffic are the three goals that fall under Facebook’s “Conversions” category. These goals encourage individuals who are interested in your company to purchase or utilize your product or service. These goals are optimized for higher-intent activities like purchases, and before you can utilize them, you will need to do some basic setup first.
When compared to Consideration goals, Conversion targets often result in much greater expenditures for link clicks and impressions. Nevertheless, it is important to take into consideration all of the prices. When you use this strategy, your advertisements will be shown to the percentage of your audience that is most likely to take some kind of action, which might result in a cheaper total cost per conversion.
Compare Your Objective to Your Purpose
As mentioned, your objective should match your goal. Simply connect your Facebook efforts to your advertising efforts. Always make an overall advertising objective that connects you with the viewers when they see your ad.
Hence, almost all Facebook ad campaigns‘ main goal is to increase engagements on the page and improve responses to their post. In addition, focusing on the short-term goal is ideal since Facebook is not the only platform to host advertising.
Remember that we live in a fast-paced world where almost everything changes quickly.
Pick Your Ad Type
Facebook runs various ads like Images, Videos, and Messenger Ads. E-commerce carousels, dynamic ads, and story ads are also included.
Those advertisements mentioned have the potential to convert, but an optimized video is the most effective medium in any social media advertising.
In posting your ads like videos, it is crucial to use subtitles in case Facebook videos autoplay in mute mode. The text should be in a simple and standard layout at the bottom of the screen.
Also, using a vertical or square video format instead of a widescreen is more appropriate. Preferably, keep the videos short yet meaningful.
The main intention is to cut to the chase and strongly capture the audience’s attention with conciseness. And of course, make them post a comment, share your ad and visit your website.
Regarding posting an image, it should be people using your product or the product itself. Create a call to action caption and don’t include excessive text. It is better to have social proof like real-life testimonials or even product endorsements.
Decide Your Ad Placement and Budget
Facebook automatically gives you the option of placements based on demographic preferences. Placing ads on Instagram usually targets younger customers, while Facebook Marketplace connects with older ones.
Facebook relies on the budget you are willing to spend for the ad campaign. It is best to utilize a strict budget to avoid cost overruns.
Tracking the Ads
Lastly, you must know how to track your ads. Don’t worry; Facebook Ads Objectives is user-friendly and easy to manage.
Through tracking ads, you can continually filter your ads to grow engagement rates and eliminate the ones that are not working.
In Conclusion
The critical point to note in the objectives you will choose is how Facebook contributes to your ads and who will be your target audience. For best results, consider trying different Facebook ad campaigns to experience what is ideally suited to your business. The most important thing to keep in mind is that the aim you choose will determine how Facebook will distribute your advertisements and to whom they will be shown. The results that appear in Ads Manager will be determined by the purpose of your campaign as well as the optimization options you choose.
Whether acquiring sales and customers or generating more leads, it is better to learn how to make the most of your online campaign marketing.
Adhar Dhaval is experienced portfolio, program and project leader with demonstrated leadership in all phases of sales and service delivery of diverse technology solutions. He is a speaker sharing advice and industry perspective on emerging best practices in project leadership, program management, leadership and strategy. He is working for the Chair Leadership Co.
