What are Objectives?
In the past, accomplishing different objectives with online advertising was hard. Usually you would need focus on driving impressions, then measure the cost of those impressions, or the cost of events on your website from those impressions. Campaign settings weren’t very flexible.
You could also bid on cost per ad click. You told the advertiser how much you were willing to pay to drive traffic to your site, and the advertiser worked to match that. Your end objective didn’t really matter, as long as your achieved your target cost per click.
Oh how things have changed…
Facebook pioneered the ability to run objective-based campaigns. Facebook understood that each advertiser wants something different and achieving that objective will lead to better results.
That led to the current system of objective-based advertising. Before selecting creative or targeting, you must choose an ad objective.
Why Do Objectives Matter?
Changes Advertising Options
The objective you choose will impact who and how you target people. For example, selecting “Boost Your Post” forces you to bid for engagements. This isn’t useful if your objective is to get more sales.
Potentially Hurts Ad Performance
Choosing the wrong objective will negatively impact ROI.
Why? Because Facebook optimizes results based on your objective. So if you select video views, Facebook will try to find people who are more likely to watch your video.
Another example is the Website Traffic objective. Facebook will try to find people more likely to click your ad, not people who are more likely to buy your product.
Some Objectives are Useless
Can we be honest for a moment? We’ll come out and say it – some objectives are just plain dump. Boosting your post may increase engagement – but how does that help your business? It doesn’t increase product sales or drive more leads.
In conclusion – think about your objective!
Types of Facebook Campaign Objectives
As of writing this course, these are the different objectives you can choose from.
For most advertisers, and especially small business owners, we recommend staying away from reach and frequency (see the top of the image).
Facebook breaks objectives out into three groups:
Awareness is designed to increase awareness of your brand or business.
- Boost posts
- Promote a page
- Reach people near your business
- Increase brand awareness
- Increase your reach
We generaly don’t recommend running these campaigns if you are a small business.
Consideration is designed educate people and build knowledge about your business.
- Send people to your site
- App installations
- Raise event attendance
- Get video views
- Collect leads
Conversion ads should be the majority of your ad spend and where you’ll get the biggest return on investment.
- Increase website conversions
- Increase app engagement
- Claim offers
- Promote a product catalogue
- Get people to visit a store
Overview of Campaign Objectives
Purpose: A beginner way to share content with a wider audience
When to Use it: Increase awareness and engagement with content, and beginner advertisers who don’t use Ads Manager.
Promote a Page
Purpose: Advertise your Facebook Fan Page
When to Use it: Increasing your Facebook fans, reaching existing customers to build a connection
Key Difference: Shows your Facebook page as the creative
Reach People Near Your Business
Purpose: Reach a local audience who might be interested in your business
When to Use it: A physical store trying to increase awareness
Key Difference: Must target circular area around business
Increase Brand Awareness
Purpose: Reach people more likely to pay attention to your ads
When to Use it: Increase recall of an advertisement by targeting people more likely to view an ad and remember it
Key Differences: Optimization for add recall and measures estimated ad lift
Increase Your Reach
Purpose: Show your ad to as many people as possible.
When to Use it: Reach as many people as possible
Key Differences: Optimization for reach and the ability to set frequency capping
Send People to Website
Purpose: Increase website visitors at as low a cost as possible
When to Use it: Show ads to people who are more likely to visit a website
Purpose: Increase the number of app installs
When to Use it: You are advertising an app with the objective of increasing downloads
Key Differences: Must be targeted to mobile devices
Raise Event Attendance
Purpose: Get more people to see and respond to your event
When to Use it: You want to advertise an event and increase attendance
Key Differences: Optimize for event responses and you must promote a Facebook event
Get Video Views
Purpose: Increase number of video views
When to Use it: Building awareness through video content
Key Differences: Must use video content
Purpose: Increase lead generation
When to Use it: If you don’t have a landing page and need to collect contact information
Key Differences: Must create and use a lead form
Purpose: Increase website actions
When to Use it: You want to optimize for a website action, like sign-ups, purchases or content views
Increase App Engagement
Purpose: Increase engagement within your app
When to Use it: When targeting previous app users to re-engage them within your app
Get People to Claim Your Offer
Purpose: Drive store sales
When to Use it: If you are a business trying to drive in store or online deals
Key Differences: Need to create a deal
Promote Product Catalogue
Purpose: Show business products
When to Use it: You have a product catalogue, have lots of traffic and need to automate targeting based on visits
Key Differences: Must use a Product Catalogue
Purpose: Get people to visit your physical store
When to Use it: If you have multiple store locations and want to increase foot traffic
Key Differences: Must have Store Business Locations setup through the Ads Manager Selection Tool