How to Choose Facebook Ad Objectives

Facebook is, without doubt, the must be place as far as carving out a new client base for your business is concerned. With over 2 billion users, the platform has all that is needed to take your business to the next level. We have previously written a detailed, step by step guide on how to create Facebook Ads. This article is intended to help those who are having difficulty choosing objectives for their Facebook Ads. So, how do you go about choosing Facebook Ad objectives.

What are Facebook Ad Objectives?

The first thing that you need to do when creating a Facebook Ad is choose an Objective for your Campaign. The question to ask here is; “What is it that I hope to achieve with my Advertising Campaign?” Choosing the correct objective has a large bearing on how you are going to set up your Facebook Ad.

Available Facebook Ad Objectives

Facebook offers a number of objectives for each Ad Campaign;

  • Brand awareness
  • Reach
  • Traffic
  • Engagement
  • App Installs
  • Video Views
  • Lead Generation
  • Conversions
  • Product catalog sales
  • Store visits
  1. Brand Awareness

For the majority of businesses that are out there, building brand awareness lies at the very core of their marketing strategies. The major question in this regard is; “how recognizable is my brand and what can I do to give it greater visibility?”

Brand awareness is a measure of the “recognizability” of a particular brand. The strength of a business’ brand is what stands between gaining and losing customers. Coca Cola is a good example of a company whose brand visibility pretty much spans the entire globe.

coca-cola has a brand visibility that spans the entire globe
Coca Cola’s brand visibility is pretty much global

As the biggest Social Media platforms in the world, Facebook, really, is the place where all businesses need to be when it comes to promoting brand awareness. The platform brings together people of various demographics, interests and behaviors. Almost all businesses can, therefore, find, on the platform, the kind of audience that they need to achieve sustainable growth.

Choose Brand Awareness as an Objective
Choosing Facebook ad objectives: brand awareness

Choosing brand awareness as the objective for your Facebook Ads allows you to reach out to people who are likely to pay attention to your ads and boost your brand visibility. The thing to remember, however, is that Social Media has, more or less, turned human beings into an impatient species. Your Facebook Ad only has a few moments in which to capture people’s attention. You, therefore, really need to be creative when crafting them, if you are to achieve your objectives.

Charge Type: Impressions

So, how does Facebook charge you for your ads when you choose Brand Awareness as your Objective? Well, should this be your choice, you get charged for the “Impressions,” that you get on your ad. This, in simple terms, means you get charged each time an ad gets shown on-screen for your target audience. You can contrast this with being charged each time a person clicks on your ad (CPC).

  1. Reach

The “Reach,” Facebook Ad objective is, more or less, similar to the one above. What you will be looking to do in this case, is have your ads delivered to as many people as is possible for at your budget.

Reach Objective Facebook
Facebook ad objectives: Reach

When is this the best Objective

You can choose the “Reach” Objective for your Facebook Ads if your aim is to get maximum exposure for your brand.

Optimization and Delivery

Optimization and Delivery

To set advanced options, click on the “Show Advanced Options,” under budget and schedule. As you can see in the above screenshot, you can choose the frequency with which your Ads are delivered to your prospects. You can also set a bid amount for your Facebook Ads. To do so, you need to select the “Manual,” setting under the appropriate section.

  1. Traffic

The amount of commerce that’s taking place over the internet in today’s business environment is pretty astounding. It is important, therefore, for businesses to make sure that they have an online presence, in one form or the other, in order to tap into this tide. Nothing works better, in this regard, than having a website. Today, the internet has pretty much revolutionized the way in which we interact with one another on a commercial scale. A website has become a meeting place for people who are interested in your products and services.

Traffic Facebook Ad Objective
How to Choose Facebook ad objectives: Traffic

Send People to a Website

So, what does choosing “Traffic,” as your Facebook Ad Objective entail? If, as you should, you already have a website, Traffic is one of the best ways through which you can get people to visit a landing page on your site. What you need to be aware of, however, is the fact that using Facebook Ads to get people to visit your website is not an end in itself.

What is needed is a way through which you can turn this traffic into conversions. Your landing page should, therefore, be geared towards turning interest into business for your company. You can do this by creating a page that is specifically aligned to your Facebook Ads.

Send People to Messenger

You can also choose the Traffic objective if you desire to have people who click on your Facebook Ad sent to Messenger. This makes this one of most useful Facebook Ad Objectives, as far as quick conversions are concerned. Remember that a fast response time often exponentially increases a business’ conversion rate. You should, therefore, have someone on standby who will immediately respond to customer queries.

  1. Engagement

So, what do you do if your aim, when launching a Facebook Ad Campaign, is to get the widest number of people to like, share, see and otherwise engage with your post? You choose the “Engagement,” objective, of course. You will notice that unlike “Traffic,” this Facebook Ad Objective does not actually take you to a landing page on your website.

Choose engagement as your traffic objective
Select Facebook ad objectives: Engagement

Your aim, in this case, is specifically to get the maximum level of interaction between your Ad and your target audience. You do this by, as already mentioned, getting an increased number of page likes, greater post engagement and more event responses.

Facebook Page Post Engagement Ads are great for those who wish to reach out to new and existing customers, through the creative sharing of information about your brand.

Not only do you get useful insights about page likes and engagement, but you can use these metrics to create more of the stories that will get people to engage with your brand.

  1. App Installs

This Facebook Ad Objective is great if you are looking for more installs for your mobile or desktop App. Direct people to the store where your app is, and they can make purchases. This is one of the ways through which you can directly monetize your Facebook Ads.

Use App Installs as your Facebook Ad Objective
Best Facebook ad objectives: App Installs

For businesses that still do not have mobile apps; its time to move with the tide. With most people now getting connected to the internet using mobile computing devices, this is the way to go for those that wish to remain relevant in today’s business environment.

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