Choosing the correct Facebook Advertising Objective

Social media has gained quite a popularity in the last few years due to low pricing smartphones and the internet. Facebook can be said to be the most used social media platform among others. There are increasing numbers of users on Facebook and because of its large reach, many businesses have started using this platform for marketing, to place their ads. Due to this, social media marketing has become a necessity for businesses.

Before jumping to a Facebook ad campaign for your business, you must know what your goals are and what you want to achieve to choose the right advertising objective. Ads objective is simply the reaction you want from people when they see your ads. For example, you want people to download your app, you will create an ad that sends people to the store to download your app. The objectives fall under the three categories given below:

  1. Awareness
  2. Consideration
  3. Conversions

These objectives can be tricky if you misunderstand any of these and that is why it becomes important to understand the objectives covered under these broad categories. It can cost you heavily if you misunderstand the context of these objectives. The information on each facebook ad objective is given below:

Awareness:

The objectives covered in this category are Brand awareness and Reach. These objectives create interest in your products or brand.

a. Brand awareness

This objective is for raising awareness about your products or brand. Here you might not get the option for bidding and you will be charged based upon your CPM (clicks per thousand impressions). This objective is worth it when your brand without awareness.

b. Reach

This objective emphasis reaching out to as many people as possible for your products or brand. This objective tries to increase the number of views and the number of times people see your ads. This can be a good option for brands that need more exposure more reasonably.

Consideration:

Consideration encourages people to think about your business and seek more information. It makes people visit your site or page. The objectives covered under this category are traffic, engagement, app installs, video views, lead generation, messages.

a. Traffic

This objective drives people to your website. If your goal is to make people land on your website, blog, app this is the best objective. The bidding is by default CPM but you can change it to pay per link clicks. It is cheaper than the conversion objective and it still gets the traffic to your website.

b. Engagement

The use of this objective is to engage people with your brand. Engagement includes likes, comments, and shares. Facebook shows ads to people that are likely to engage with your brand or products. This objective is underrated but it can be very effective.

c. App installs

This objective encourages people to go to the store to download the app. This is a great objective as it makes people download your app. The smartphones have made apps a must and people want to download quality apps for their use. This kind of ads can promote your app to people. 

d. Video views

This objective shares your business videos with people that are most likely to watch it. This objective is not much expensive as others but it has a great impact on people. With good content, people will be more informed and they will also land on your site. Videos are trending in today’s time.

e. Lead generation

As the name suggests, this objective generates lead by its ads. Users sign up and give some sort of their information which indicates their interest in your business. You can get a user’s email address and start email marketing as well. This objective can be cost-effective if you have good quality content.

f. Messages

Messages are quite simple to understand. You text people, communicate with them to encourage interest in your business. Facebook has a messenger through which you can communicate with people. You can use a custom welcome message and use an automated chat. You can also use a chatbot to easily manage messenger ad campaigns.

Conversion:

Conversions create customers for your business. It encourages people interested in your business to buy or use your products or brand. The objectives covered under this category are conversions, catalog sales, and store traffic.

a. Conversions

Conversions make people take certain steps or actions on your business’s website. For example, adding items to cart, downloading an app, register for your site or buying a product. Conversions simply mean converting people into customers.

b. Catalogue sales

This objective is for eCommerce marketing. It shows the products from your eCommerce store’s catalogue to generate sales. Facebook has made it more easily because it helps to set parameters like which product to use, which the audience should see, etc. Products can be defined in many ways like price, brand or product type.

c. Store traffic

The store traffic objective promotes your brick and mortar business locations to the people nearby. It helps people locate to the right address and it is really useful for local awareness. With this objective, you can create ads for your business in each of your locations. Because of local awareness, the store visits and sales increasing.

The social media users are expected to grow in numbers in the coming years. This has laid a platform for businesses to market their products and brand online on social media. Social media platforms are coming up with ideas to increase their range. Social media has become the go-to platform for advertising products and brands. But at the same time, it is harder to understand the complex, ever-changing social media scenarios and even harder to get profit out of these ads displayed on social media. You should look for a reliable social media marketing agency for your business to achieve your desired goals. SEOWebPlanet Solutions is one such agency providing social media advertising in Vadodara. It provides digital marketing solutions for businesses and other entities. To know more about SEOWebPlanet Solutions click the link: https://www.seowebplanet.com/

For Facebook’s guidelines for choosing the right ads objective visit: https://www.facebook.com/business/help/1438417719786914

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