Choosing a campaign goal is one of the most challenging tasks when setting up your Facebook ads. Find out what each ad target is for and determine which one is designed for optimal results.
What are the purposes of advertising on Facebook
When you choose a target, Facebook analyzes its user data and shows your ads to people in your target audience who are most likely to take the action you want. Whether you want your target audience to download your app, make an online purchase, or visit a store, Facebook Ads can help you find the right customers.
Facebook breaks down goals into three categories:
Each category has options to choose from. How to choose?
Step 1. Find out where your potential customers are.
Choose the category that best suits where people are in your sales funnel.
- Awareness goals going at the top of the funnel to generate interest in what you have to offer.
- Mid-funnel review goals aimed at people who want to know more about your proposals.
- Conversion goals at the bottom of the funnel to drive purchases, signups, and visits.
Step 2. Choose a goal that corresponds to the right milestone
Review Facebook ad goals that fit the right stage of the sales funnel. Then choose the one that best suits the action your target audience needs to take.
Awareness goals for Facebook ads
If you want to generate interest or expand your audience, you can choose one of two awareness goals:
- Brand recognition
Brand recognition. Use this goal when you want to present your brand to a wider audience or raise awareness of your products and services. This Facebook goal is ideal when you need to generate interest from a new audience or stay the focus of your current customers. When choosing this goal, do not expect additional actions from the target audience.
For example, people who see your brand awareness ad are unlikely to go to your website and make a purchase – at least not yet. Later, you can serve ads for consideration or conversion to a similar target audience and move interested customers through your funnel.
Coverage. To serve your ads to as many target audiences as possible, use the Reach goal. As the name suggests, this campaign goal is designed to reach the maximum number of leads your ad budget allows.
If you only serve customers in a specific area, this Facebook goal allows you to limit your target area to make your ads more relevant. The Reach goal also allows you to customize the frequency so you can get even more value from your ads.
For example, if you’re advertising for a large, well-known company, a lower ad frequency is likely to be enough to meet your goals.
But if your brand is new to the market, you may need to run ads more often to make them memorable to customers.
Review Objectives for Facebook Ads
If you want your audience to become more familiar with your brand and offerings, you can choose from six review objectives:
- Application settings
- Video Views
- Generation of leads
Traffic. Use this goal when you need to direct your target audience to a destination outside of Facebook. For example, you can link to a blog post, podcast episode, landing page, or app. If your site or app has a Facebook Pixel or SDK installed, you can track customer activity and use the same Facebook users in future campaigns.
Facebook will show your ads to those people in your target audience who are more likely to click on your link based on their past behavior. However, they won’t necessarily take action, such as registering on your mailing list or making a purchase. To target these activities, you need to select a conversion goal
Involvement. Use the Engagement goal if you want more people to interact with your ad.
There are three options:
- Post engagement: Encourage users to respond to, comment, or share posts.
- Page Likes: Greet users who like and follow your Facebook page
- Event Responses: Invite users to attend online events or in person
One of the biggest benefits of choosing this engagement target is the ability to increase your reach. Engagement can increase the organic reach of your feeds compared to the original audience you paid to reach. Choosing an engagement target can also help you build an engagement audience for your Facebook page. You can use these audiences for retargeting in future ad campaigns.
Application settings. Follow the Install Apps goal if you have an app and want to direct customers to the App Store or Google Play. By choosing this goal, you can target valuable customers to ensure the highest possible return on investment (ROI).
Video views. If you want your target audience to watch your brand’s video, select the Video Views target. To that end, you can help customers recognize your brand, showcase your brand personality, or highlight your Unique Selling Proposition (USP). This goal can also help you build a video engagement audience that you can use for future retargeting purposes. Keep in mind that you don’t have to choose video views just because you want to include the video in your campaign.
For example, you can include video in traffic campaigns if you want to drive your target audience to your website or app. You can also include videos in conversion campaigns if you want customers to follow or sign up.
Generation of leads. Use the Lead Generation goal if you want to collect customer data on Facebook without increasing traffic to your site.
Facebook Lead Generation ads allow you to collect information such as names, email addresses, and phone numbers. The social media platform streamlines the process by automatically filling in users’ personal information when available. Since you can customize the form for potential customers, even more specific data will be available to you.
For example, you can ask multiple choice questions, prompt users to enter short answers, or prompt them to make appointments.
With the Lead Acquisition goal selected, you can download all the data your company collects or automatically add it to your Customer Relationship Management (CRM) tool. You can then use the data to track customers and drive them further down your sales funnel.
One of the downsides to using the Lead Generation goal is that it doesn’t drive traffic to your site. However, it creates a custom audience for potential customers that you can use for future retargeting purposes.
Messages. Use the Messages goal if you want to start a conversation with your target audience. This campaign goal allows you to connect with customers via Facebook Messenger, Instagram Direct, or WhatsApp Business. To this end, you can ask questions of your target audience and encourage them to participate in your business.
You also have the ability to generate leads and collect customer data. Since conversations are automated, you can expand your ability to connect with customers without spending more time managing social media.
Conversion goals for Facebook ads
If you want your audience to make a purchase or visit your business, you can choose from three conversion goals:
- Sales by catalog
- Point Attendance
Conversions. Select the Conversions goal if you want the target audience to go to your website and take an action. To track results, you need to install the Facebook Pixel or SDK and set up conversion events.
You can use this goal to perform very narrow actions, but it can be difficult for the Facebook Ads algorithm to target audiences if your website or app is not generating enough desired traffic and conversions.
Typically, this goal requires at least one to two dozen conversions per week to work properly. If your site or app is below the minimum, consider a traffic target instead. If you choose the Conversions goal, you can use the Facebook Pixel or SDK data to create different custom audiences. For example, you can retarget users who entered their billing information but didn’t make a purchase.
Sale by catalog. Use the Sell by Catalog goal if you have an online store and want to promote products from your catalog. To use this goal, you must connect your store to Facebook ads and create product feeds.
During the setup process, you can choose between advertising to new customers or retargeting to existing leads. You can also target customers who viewed but didn’t buy products, or resell related products to customers who have already made a purchase from your brand.
To further optimize your ads for catalog sales, you can add dynamic content. Provide product mix, creative, and copy options, and let Facebook’s algorithm combine them to deliver optimal ads to your target audience.
Attendance of points. Use the Store Traffic Facebook ad target when you have multiple offices and want to reach potential customers nearby. To use this purpose, you must add your store addresses to Facebook Business Manager.
This campaign goal allows your brand to attract more visitors and drive sales across all locations. If your business has a brick and mortar store, use the Reach goal to optimize your ads.
How to optimize ad serving
When you select a goal that matches your campaign goals, Facebook Ads will automatically optimize your ads for serving. In most cases, the default optimization method is the best choice for your campaign. However, in some cases, you may prefer to customize the method manually.
You can change your optimization settings at the ad set level. For example, if you select a traffic target, your ads are automatically optimized to get the most click-throughs.
You can get better results if you optimize your landing page views, which targets users who can visit your website and stay long enough for your Facebook pixel to hit, giving you valuable retargeting data.
If you’re torn between two Facebook ad goals or optimization options, feel free to try both and compare the results. Create two campaigns that are identical except for the factor you want to test and let them run for a week. At the end of the week, identify the best performer and keep launching a winning campaign.