Facebook Ads Campaign Objective: How Do You Choose It?

Episode 56 of #DigitalBrunch​​​: How do you choose the right objective for your Facebook Ads campaign?

#FacebookAds​​​ #DigitalMarketing​​​ #eCommerce #OnlineMarketing​​

How do you choose the objective for your Facebook or Instagram Ads campaign. We will talk about it in this very short video but please don't forget first to subscribe to this channel if you want to keep up to date with the latest digital marketing and e-commerce tips. Coming back to the objective of the Facebook and Instagram Ads campaign, don't forget that as we were talking in previous videos, it is one of the most important steps, one of the most important things that you should set up for your campaign. Why? Because depending on this objective, Facebook and Instagram are employing machine learning into your campaign, they are continuously learning who your target buyer persona is, who the person who helps you achieve your objective is, what is their profile and they are continuously learning who to target, when to target and how exactly to target in order to achieve the best results for you at the lowest cost. So coming back to how exactly and what you should take into account when you are choosing your campaign objective, first of all you will see that Facebook groups the campaign objectives into 3 columns. 3 columns that are the exact stages of the marketing funnel. If you look here you will see that we have the first column which is awareness, that means that your marketing campaigns are targeted to achieve brand awareness. The next group is consideration, you are actually targeting someone who already knows your brand or knows your product and you are trying to get them to consider your product or your services when they make a decision. Third and last group of objectives is actually the lower funnel stage: conversion. Here you are telling Facebook that your objective is to convert visitors. You want them to click on your Facebook or Instagram ad and then post-click you want them to help you achieve a conversion - whether that is you want them to buy from you, whether you want them to add a product to the cart, whether you want them to subscribe to a newsletter or to simply fill out a lead form. But whatever the conversion this is what you are telling Facebook, that you want them to achieve a certain action, a certain event that is tracked through the Facebook Pixel. Coming back to each of these objectives, brand awareness tells Facebook and Instagram Ads that you actually want to get a brand uplift, you want to get more and more impressions of your ad, you want to serve your ad to as many customers as you can and as many times as you can. What Facebook measures is that you actually get higher brand awareness because people look at your ad, they see your brand and so on. If you tell Facebook that your objective is reach this means that you want your ad to be seen by as many different people as possible. You don't want each of these people to see your ad more times you just want as many people as possible for this. If you tell Facebook that your campaign objective is brand awareness this means that you want your ad to be seen by as many people as possible and you want each of them to see your ad as many times as possible. So the exact KPI that Facebook will measure is the number of impressions. You will want your ad to be seen as frequently as possible by as many people and what you will see other than the number of impressions is a brand uplift which Facebook will manage through different surveys that it will serve to different people from in target audience asking them if they recognise your brand. The next objective that you could try is reach. Different from brand awareness, reach means that you want your ad to be seen by as many people as possible. You want to have the highest reach, you don't want each one of these people to see your ad many times, you just want your ad to be seen once for example by as many different people as possible, but of course from your target audience universe. If you go then to the consideration group and you choose the traffic objective, this means that you want your ad to be served to the people that are most likely to click on it. You just want people to click on your ad and to get to your website. You don't want reach, you don't want awareness, you just want to be seen by those who will click on the ad. If you choose engagement this tells Facebook or Instagram that you want your ad to be engaged with. This includes, clicks, but engagement also means reactions, comments, shares and clicks.