What does each Facebook marketing objective mean?

by mellonie Mon Sep 21

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Setting up Facebook ads can be a bit daunting at first.

The first step is choosing the right Facebook marketing objective.

This can be tough if you don’t know which objective means what?

At the end of this post, you will be able to set up your campaign the right way.

To get started, let’s take you through each Facebook marketing objective.

From the image above, you’ll notice Facebook has three marketing objectives.

  • Awareness
  • Consideration
  • Conversion

They can be subdivided into different objectives.
Now, let’s take a look at how each objective work.

Awareness Objective

Brand awareness

If your business is new or you are going online for the first time, then the first thing you should do is create brand awareness.

The brand awareness objective helps you to reach new clients who have never seen or heard of your business before.

It’s a great objective for top-of-funnel campaigns where the goal is to reach clients and establish a connection. 

Reach

The next one is reach objective. It’s pretty straight forward.

If you want to run a campaign that requires a lot of people to see your ads, then the reach objective is the right one for you.

Consideration Objective

Traffic

The traffic objective is the one clients use the most when setting up ad campaigns. 

The goal here is to send clients to your website, app, messenger, and WhatsApp. 

You can use this objective when you want clients to fill a form on your website or landing page, download your lead magnet, send a message, or get more information about your products and services.

This will regularly be your site, a designed landing page, or an app page

Engagement

This objective entails using your ads to drive engagement on your page on posts. 
Engagement can include comments, shares, likes, event responses and offer claims.
When you choose the engagement objective, it will ask you to select one of three engagement types.
Depending on the goal of your campaign, you can choose Post Engagement, Page likes or Event Responses.

App installs

If you just launched a new app, you can use this objective to get more people to install it.
You can link your app to Facebook to make the process much easier.
Ensure you sell the benefits of downloading the app so that potential users will see how it will profit them.

Video views

Video ads have massive potential on Facebook, and they can yield exceptional results. 
If you want more people to view your video content, then you should use the video views objective.
But here’s something you know:
Because you are using a video as your creative doesn’t mean you should choose the video views objective.
It depends on what your objective is. If conversions or website visits is your main objective, then you are better off using either one of them.

Lead generation

If you want to generate leads without using a landing page, then the lead generation objective is for you.
It has an in-built form where users interested in your brand can fill in their details.
Since they have their details on Facebook, it makes it easier and faster to fill your form. After the campaign, you can download the leads form to a spreadsheet.
Lead gen ads are sometimes used alongside an offer like a free ebook, consultation, or in-person class. 
Lead generation ads are a great objective to use. I’ve used it to run various campaigns with exceptional results.

Messages

When you choose this objective, you can get more people to send you messages directly on Facebook Messenger, Instagram Direct or WhatsApp. 
From there, you can respond to their inquiries, overcome objectives, and close sales for your business.

Conversions Objective

Conversions

This objective helps you drive valuable actions on your app, website or messenger.

You can optimize your campaign for a specific type of conversion. 

It can be website purchases, email sign-ups, lead magnet downloads or course enrollment.

Choosing a conversion objective can help you ensure people who are interested in your brand see your ads.

Als, you must ensure you set up your Facebook pixels correctly to use this objective.

Catalogue sales

If you run an eCommerce store like Shopify, you can use this campaign objective to show your items on your catalogue based on your target audience.

Store traffic

This objective drives visits to your physical store by showing your ads to users nearby.

Driving store visits can be a tough nut to crack as it’s not accessible to all stores, even those that are in physical areas. 

Now that we’ve covered what each of the traffic objectives means.

Now you know everything about Facebook marketing objectives, but can you set up your first Facebook campaign now? Nervous?

This Ebook takes you to the step-by-step process of setting up your Facebook campaign from scratch.

Let’s look at the steps involved in setting up your first Facebook Ads Campaign.


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