How To Choose The Right Facebook Campaign Objectives

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Estimated reading time: 3 min

For any attempt to run a Facebook Ad, there are several factors which would affect the performance of your Ad, one which is the Facebook campaign objectives you chose, so in this article, I will show you how to choose the right Facebook campaign objectives for your ads so read on.

Facebook Ads campaign objectives are under three broad categories;

  • Awareness
  • Consideration
  • Conversion

The subcategories under the Awareness Objective include;

  • Brand Awareness
  • Reach

The subcategories under the Consideration Objective are;

  • Traffic
  • Engagement
  • Video Views
  • Lead Generation
  • Messages

While the subcategories under the conversion Objectives include;

  • Conversions
  • Catalogue Sales
  • Store Traffic

Being able to properly understand the other subcategories go a long way in determining how well you Ad would be set up and performance levels. It is important to note that whichever objective you choose at the start would affect the options that would be available as you make progress.

READ: Facebook Ad Campaigns 

Let’s dive in on the meanings and how to best use them

Brand Awareness

Here, the goal is to bring interested people in contact with your Ads. It goes out to several people who have shown interest in similar brands, due to their user profile and activities online.

Facebook Campaign Objective

This objective works better if you aim to get highly interested people to find out about your particular product or service.

Reach

This campaign objective in Facebook Ads is similar to Brand Awareness goal. The significant difference being that while the former goes out to interested people, the latter is focused on reaching as many people as possible, whether they have shown interest or not.

Facebook campaign objective.

The Ad reaches the same audience over a short period of time and is often employed by brands who have a limited offer which would expire after a while.

Traffic

Probably the most popular campaign goal used by Facebook advertisers, this objective is geared towards getting traffic to a Landing, sales page, or a full-blown website. At this stage of your Facebook campaign, the target is to drive people to your page for them to get in contact with you and opt-in your newsletter and email marketing contact list as leads and nurtured over time to take the desired action which is purchase.

To get the best results, it is vital that you optimize your landing or sales page for conversion before taking any step towards Facebook advertising. Like we always say, running Ads is the last step to achieving your goals in digital marketing.

Engagement

The goal of this campaign objective in Facebook advertising is simple and straightforward, which is to reach people who are most likely to engage with your brand by liking, commenting, and sharing. This algorithm comes from their activities with similar brands in the past.

Facebook campaign objective.

App Installs

This objective works best for Facebook Ads when you have a developed app which you wish to get people to download. Before proceeding with this Ad, make sure your app has already been uploaded to Google Play store and IOS and the link copied and embedded in the Ad.

Facebook campaign objective.

Video Views

For Video Views campaign objective in Facebook Advertising, the goal is to place a short video about an existing or new release, in the faces of your target audience by making a snippet, thereby increasing the desire of people and keep them in anticipation for the unveiling of said product or service.

Facebook campaign objective.

Lead Generation

This campaign objective is geared towards generating leads from your Facebook Ads. Here, you offer people a downloadable content in return for dropping their contact details such as name, email, and phone number in an already prepared pop-up form.

Facebook campaign objective.

Once this exchange takes place, the onus falls on you to properly groom them while in your email list to make buying decisions at some point.

READ: 50 Killer Facebook Post Ideas

Messages

Here, the goal is to have your audience interact with your brand through personal messages where they would give feedback or ask questions in private.

Facebook campaign objective.

Conversions

For this campaign objective in Facebook Ads, the ultimate goal is to show your ads to people who are known to make buying decisions. This Ad is programmed to get to people and prompt them to buy from you. It is perhaps the most effective campaign objective to drive sales.

Facebook campaign objective.

Catalog Sales

This campaign objective is designed for E-commerce platforms and online store owners who sell a variety of products on the internet. A catalog should be generated from the Business Manager profile before proceeding to create the Ad itself.

Facebook campaign objective.

Store Traffic

This Facebook Ad objective is for offline or physical store owners who seek to drive online traffic to their stores. Both new and existing stores are allowed to use this objective to promote their products and services.

Facebook campaign objective.

 

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