Once you thought about advertising on Facebook you face with question – what for? The moment you click on ‘Create new campaign’, Facebook makes you choose the one of three objectives, which in turn are subdivided into 13. So you need to pick one according to your business goals and here is the key moment: ad type, targeting, optimization depend on it. Let’s look through them.
Awareness. There are 2 objectives generating interest in your business and reminding about. Brand awareness will make people familiar with your brand. This choice won’t bring you any income but people will learn about you.
Logically it’s more rational to choose Traffic instead – you get potential customers and the awareness is coming by side. But this objective is perfect for large companies announcing “coming-soon” products or just reminding of themselves.
Reach objective will show your ad to a wider audience. You may be sure almost everybody from your target audience has seen your ad. That might be useful for your further retargeting campaign.
Consideration is likely to be a reasonable choice. People get interested in your service and click for some info or details. The goal of the campaign is getting a click, your website’s visit.
You want to increase the attendance of people on your website, drive new users or give people the idea what you are actually doing – traffic is for you.
App installs. People are offered to download your app. It makes it easier to end up by making purchases.
Engagement (Post engagement, page likes, event responses). The way to get more followers of your business page. If the audience is quite active and there are many likes and “shared”, it becomes more than just a Facebook campaign – people themselves do it for Facebook.
Video views. One of the ways to Brand awareness. Taking into account the quantity of video views per day we must agree – it’s a great tool. After you made people watch your video you may create a custom audience and re-target them with a different ad.
Lead generation is your customers’ data collecting directly on Facebook. A sign-up form pops up and it’s automatically filled with a user’s info. It helps you to widen your data bank with emails you do (normally) need.
Messages. Brand communicates with the customer and that is great. Most of us are likely to respond in messenger, we click on the ad and get directed there. The purpose of the objective is to lead people to conversion and using this way is efficient. Customer support, any information – everybody gets what he needs.
The Conversions objective is aimed to valuable actions as purchases, sign-ups, etc. It is probably the most effective objective. It requires the Facebook pixel for websites or App Events for apps. The Facebook algorithm optimizes and displays your ads to people that are more likely to be interested and convert.
Catalogue sales. Creating a catalog allows you to advertise different items without adding new ads. Great for online shopping stores. Dynamic ads are beneficial in order to reach potential customers or motivate those who has already visited your store but still bought nothing.
Store traffic is aimed to drive people to your store and increase your in-store sales. This objective is applicable for businesses already having the audience and, of course, physical locations. People are navigated to your nearest store and that is the aim.
How does Facebook charge its advertisers? We found out that Facebook cares about the number of impressions. So no matter what objective you choose - in fact you pay for shows. Facebook CPMs (cost per thousand impressions) vary between country, but don’t necessarily match the relative CPCs. For example, in the US, average CPM on Facebook is about $7.34. But in the UK, it is just $3.15. Hundreds of clients' accounts were analyzed to calculate the approximate price. It was found that an average cost per click (CPC) is about 1.72$ and cost per conversion (CPC) is 18.68$ .
Choosing the objective of your campaign, think of a result you want to get. If you know exactly what your company needs at the moment, you will choose the correct objective.
