How to Choose the Right Facebook Ads Objectives

Facebook ads are the most popular form of advertising online. Businesses are being challenged by adopting new ways of advertising using social media platforms. Advertising on Facebook can be overwhelming as it offers multiple ways to advertise to the target audience. 

Setting your campaign objective is the first action to take when creating a new Facebook ad campaign. Facebook ad objective is what you want people to do when they see your ad. Choosing the most appropriate objective is crucial because Facebook will optimize your campaign for that objective. Selecting the objective that would help your business depends on your overall goal. It is easier to accomplish that goal once you have set your Facebook ad objective.

The Facebook ad has 11 objectives that are divided into three categories:

• Awareness

• Consideration

• Conversion

Awareness

Brand Awareness

The objective you will use if you want to increase awareness for your brand. The goal of brand awareness is to introduce your business to a new audience and maintain that awareness with your current customers. It will help you reach people who are more likely to pay attention to what you are promoting in your ad. Choose this objective if you want people to remember your brand.

Reach

The goal of this objective is to maximize your brand exposure and build an audience. Use reach objective to show your ad as many people as possible within your target audience and budget constraints. This objective is going to work best when you have a broader audience. It is a common and cost-effective campaign strategy to reach a lot of people.

Consideration

Traffic

Running a traffic-based Facebook ad campaign can boost your content to drive users to your choice’s specific page. It is one of the more popular and heavily used options. Use traffic when your goal is to send users on your website, landing page, or an app page. Traffic is a great way to introduce new people to your site. It is typically used to give them more information about the product, services, or event being promoted.

Engagement

One of the most valuable Facebook ad campaign objectives is engagement. The goal of engagement is to get more participation from your audience. Facebook will deliver your ads to those people who have a history of engaging with your ads. It drives users to take action on Facebook, more specifically to likes, comments, and shares. The engagement campaign can serve as a cheap way to build a remarketing pool and social proof.

App Installs

This objective is ideal for a business that has an app. It is used to increase the number of installs of a mobile app. App Install objective takes people to Google Play Store or Apple App Store to download your app. Facebook helps you attract qualified app users and remind them of the value and benefit of downloading the app. 

Video Views

If your goal is to increase your brand videos’ views, the video view objective aims to share with the Facebook audiences that are most likely to watch it. Video view is an ideal objective for businesses looking to do an introduction video or showcase a product through videos. Facebook ad offers several ways to optimize video views. Consider the ad placement so that it will not appear in videos that are not aligned with your brand.

Lead Generation 

When you want to grow your email subscribers or generate leads on Facebook, use the lead generation objective. It will help you collect information or leads from people who are interested in your business. This objective is an easy and quick approach that lets the audience fill-out information right within the ad using an auto-fill form.

Messages

Using messages objective will drive users to Facebook Messenger, where people can directly message your Facebook page. Messages objective are a great way to start the conversation and give you more control over your messages. It allows you to offer products or services based on their needs, answer their questions, and overcome objections. 

Conversion

Conversion

The Facebook ads conversion objective is designed to encourage people to convert on your site directly. It includes signing-up for activity, purchasing items, downloading apps, etc. When you have enough data, Facebook shows your ads to people who are likely to convert.

Catalog Sales

One of the most popular functions of catalog sales is the ability to run a dynamic remarketing. It is meant for an e-commerce business to show your product to interested customers without leaving Facebook. Set up a product catalog feed, and Facebook will constantly pull new products from your website and show them to your target audience.

Store Visit

This objective is designed to promote your business location to people that are close by. The store visit objective is perfect for businesses with multiple store locations. Facebook targets the audience near your store. Store visit is a great objective to increase awareness and encourage more store visits. 

Advertising on Facebook is a task that requires a great deal of awareness, flexibility, and patience. Understand your own business and determine which objectives to use at each stage of marketing funnel. Test the different objectives to help you assess what is best for your audience and the offers you are promoting. 

Take time when selecting your Facebook ad objective and settings to reach your goal successfully. Choose the one that best aligns with your ultimate goal of each specific campaign.