When organising a Fb advert marketing campaign, the very first thing you’ll be prompted to do is to decide on your Marketing campaign Goal. And why is that this? As a result of above all, Fb desires to know what you want to obtain via promoting.
Fb Advert Goals outline the actions you, as an advertiser, need individuals to take after they see your advert. For instance, in case your promoting goal is engagement, you actually inform Fb that you simply count on individuals to have interaction together with your advert, whereas in case your goal is conversions, you let Fb know that the advert is meant to generate gross sales or leads.
Relying on what goal you select, your advert’s supply optimization choices and advert codecs will change accordingly.
As of now, Fb affords 11 targets. They don’t seem to be created equal and are categorized in response to the levels within the purchaser journey.
So, earlier than you even go about selecting your goal, you must think about what you are promoting objectives. Listed below are 3 broad enterprise objectives or levels within the purchaser journey that promoting targets fall below:
Consciousness – targets that unfold the phrase about what you are promoting or model, create curiosity amongst individuals, and appeal to them to what you are promoting.
Consideration – targets that get individuals to take an curiosity in your services or products and immediate them to seek out extra details about it.
Conversion – targets that encourage the individuals to purchase or use your services or products.
Beneath you’ll discover all of the targets categorized by Consciousness, Consideration and Conversion enterprise objectives, what each is supposed for and what optimization choices and advert codecs can be found for every goal.
- Model Consciousness
- Attain
- Site visitors
- Engagement
- App Installs
- Video Views
- Lead Technology
- Messages
- Conversions
- Catalogue Gross sales
- Retailer Site visitors
Consciousness
Model Consciousness
Enhance individuals’s consciousness of what you are promoting, model, or service.
When to make use of the Model Consciousness goal? The model consciousness Fb advert goal is right if you need to introduce your model to a broad viewers, inform them and hold your model within the forefront of individuals’s consideration.
You don’t count on individuals to have interaction together with your model or take any motion. Fb will present your advertisements to people who find themselves extra more likely to recall your model if they’re requested about it inside two days of seeing your advert. This goal works higher for giant manufacturers who need to make a reputation for themselves, so that you’ll want broad audiences and an enormous funds.
Optimization for advert supply
While you get charged
Obtainable Advert Codecs
- Carousel
- Single picture
- Single video
- Slideshow
- On the spot Expertise
Attain
Present your advert to as many individuals as doable in your target market.
When to make use of the Attain goal? It is best to select this goal in case you are wishing to attain the utmost variety of individuals inside your viewers. You possibly can primarily use the Attain goal to create model consciousness – on this case, you’ll require an enormous funds and broad audiences to achieve as many individuals as doable. Additionally think about using this goal for small scorching audiences the place it’s important to achieve each single individual inside that small viewers.
Optimization for advert supply
While you get charged
Advert codecs
- Carousel
- Single picture
- Single video
- Slideshow
- On the spot Expertise
Consideration
Site visitors
Drive individuals from Fb to any URL you select, comparable to your web site’s touchdown web page, a weblog submit, or app.
When to make use of the Site visitors goal? Use the Site visitors goal to ship individuals from Fb to your web site, app, or Messenger and Whatsapp conversations. You’ll be prompted to pick certainly one of these vacation spot choices on the advert set degree.
Because the title suggests, this goal is appropriate when you want to enhance your visitors to later run extra focused remarketing campaigns. It’s subsequently an excellent choice to advertise your weblog posts, touchdown pages, and different academic content material.
Optimization for advert supply
- Touchdown web page views
- Hyperlink clicks
- Day by day distinctive attain
- Impressions
While you get charged
- Impression
- Hyperlink Click on (CPC)
Advert codecs
- Carousel
- Single picture
- Single video
- Slideshow
- Assortment
- On the spot Expertise
Engagement
Get extra individuals to see and interact together with your submit or web page. Engagement can embody feedback, shares, likes, occasion responses, and supply claims.
When to make use of the Engagement goal? The Engagement goal has a number of subcategories. You can be prompted to decide on the precise engagement kind:
- Submit engagement
- Web page likes
- Occasion responses
Use the Submit Engagement goal to get likes, feedback, and shares in your posts with out sending individuals away from Fb.
Use the Web page Likes goal to drive likes to your Fb web page. Bear in mind, nevertheless, that if these individuals don’t then interact together with your web page posts, web page likes turns into a conceit metric.
Use the Occasion Responses goal to get individuals to learn about your occasion and be a part of it.
Optimization for advert supply
- Submit engagement
- Day by day distinctive attain
- Impressions
- Web page Likes
- Occasion response
While you get charged
Advert codecs
- Single picture
- Single video
- Slideshow
- On the spot Expertise
App Installs
Ship individuals on to the shop the place they’ll obtain what you are promoting’s app.
When to make use of the App Installs goal? Select this Fb advert goal when you have launched your cell app and need to get as many app installs as doable. On the advert set degree you’ll be prompted to decide on the vacation spot the place you need to promote your app, comparable to Google Play, iTunes, or Amazon Appstore.
Optimization for advert supply
- Worth (if eligible)
- App Occasions
- App Installs
- Hyperlink Clicks
While you get charged
- Impression
- App Set up
- Hyperlink Click on (CPC)
Advert codecs
- Carousel
- Single picture
- Single video
- Slideshow
- On the spot Expertise
Video Views
Share movies of what you are promoting with individuals on Fb who’re probably to observe it.
When to make use of the Video Views goal? The major function of the Video Views goal is to get extra individuals to observe your video content material. If you’d like your video advertisements to generate clicks or drive conversions, this goal is not going to work, and you must as a substitute choose the Site visitors or Conversions goal with the only video because the advert format. The Video Views goal will likely be helpful when you later create a customized viewers from video views and run remarketing campaigns.
Optimization for advert supply
- ThruPlay (new optimization choice – Fb will ship your advertisements that will help you get essentially the most accomplished video performs if the video is 15 seconds or shorter)
- 2-second steady video views
When you’re charged
- Impression
- ThruPlay
- 2-second steady video view
Advert codecs
- Single video
- Slideshow
- On the spot Expertise
- Playable advertisements
Lead Technology
Gather lead data from people who find themselves all for what you are promoting.
When to make use of the Lead Technology goal? Choose this Fb advert goal when you want to gather e-mail addresses straight from Fb, with out driving individuals to your web site. You possibly can create an immediate type in Advertisements supervisor on the advert degree. This goal works greatest in case you are selling an e-book, information, or the rest that’s downloadable, and it’s a really environment friendly technique to gather your viewers’s particulars, comparable to full title, e-mail deal with, and telephone quantity.
Optimization for advert supply
When you’re charged
Advert codecs
- Carousel
- Single picture
- Single video
- Slideshow
Messages
Get extra individuals to have conversations with what you are promoting in Messenger, WhatsApp, or Instagram Direct to finish purchases, reply questions, or supply help.
When to make use of the Messages goal? Use the Messages goal to begin conversations together with your viewers, reply their questions, remedy points, or promote new affords. You can be requested to decide on the message vacation spot – Messenger, Whatsapp, or Instagram Direct.
The press to Messenger advertisements will ship individuals from the advert straight to Fb Messenger, the place you possibly can strike up personalised conversations with them. Sponsored message advertisements work greatest when you have beforehand interacted together with your viewers and by sending sponsored affords and promotions you re-engage them and hold them heat.
Optimization for advert supply
- Conversations
- Leads
- Impression (in case of Sponsored message)
When you’re charged
Advert codecs
- Carousel
- Single picture
- Single video
- Slideshow
Conversions
Conversions
Encourage individuals to take priceless actions in your web site, in your app, or in Messenger, comparable to including fee data, downloading your app, registering to your web site, or making a purchase order.
When to make use of the Conversions goal? The Conversions goal is by far the most well-liked and most beneficial goal kind. As a result of in spite of everything, aren’t all advertisers aiming for conversions? Select this goal when your viewers is already on the backside of the funnel and is able to take a priceless motion in your web site, app, or messenger. Beneficial actions might embody gross sales, registrations, touchdown web page views, add to carts, app installs, and extra.
To have the ability to select this goal and optimize for conversions, you should have the appropriate pixels put in in your web site and Fb ought to have obtained a minimal variety of actions out of your pixel. The locations obtainable are web site, app, messenger, and WhatsApp.
Optimization for advert supply
- Worth (if eligible)
- Conversions
- Touchdown web page views
- App occasions (if vacation spot chosen is App)
- Conversations (if vacation spot chosen is Messenger)
- Hyperlink clicks
- Day by day distinctive attain
- Impressions
When you’re charged
- Impression
- Hyperlink clicks (CPC)
Advert codecs
- Carousel
- Single picture
- Single video
- Slideshow
- Assortment
- On the spot Expertise
Catalogue Gross sales
Routinely present merchandise out of your ecommerce retailer’s catalogue to generate gross sales.
When to make use of the Catalogue Gross sales goal? Use the Catalogue Gross sales goal when you have got an Ecommerce retailer promoting a number of merchandise. Arrange your product catalogue and Fb will dynamically ship your a number of objects to the target market with none handbook work required in your half. You possibly can both goal potential clients who haven’t but interacted together with your merchandise or retarget advertisements to individuals who have already interacted together with your merchandise on and off Fb, as much as working up-selling and cross-selling campaigns.
Optimization for advert supply
- Conversion occasions
- Hyperlink clicks
- Impressions
When you’re charged
- Impression
- Hyperlink Click on (CPC)
Advert codecs
- Carousel
- Single picture
- Assortment
Retailer Site visitors
Promote your brick-and-mortar enterprise places to individuals which might be close by.
When to make use of the Retailer Site visitors goal? Use the Retailer Site visitors goal when you have a enterprise with a number of bodily places and need to enhance foot visitors and in-store gross sales accordingly by focusing on people who find themselves close by.
To make use of this goal, you first want so as to add your bodily location particulars in Advertisements Supervisor. You possibly can add a map card to those advertisements to allow individuals to seek out your location simply. In case your retailer has only one location, Fb recommends that you simply use the Attain goal as a substitute.
Optimization for advert supply
- Retailer visits
- Impressions
- Hyperlink Clicks
- Day by day Distinctive Attain
Advert codecs
- Single picture
- Single video
- Carousel
- Slideshow
- Assortment
