Friday Facebook Ads Tip #14: Choosing the Right Objective for Your Ads

Currently, Facebook gives you a choice of 11 different objectives when setting up a new campaign.

They are Brand Awareness, Reach, Traffic, Engagement, App Installs, Video Views, Lead Generation, Messages, Conversions, Catalogue Sales and Store Traffic.

Most of them are easy to understand but there’s a few where the use cases are a little less obvious.

Just because you understand what an objective will achieve doesn’t always mean it is the right one for your ad campaign.

And even if you have become accustomed to using particular objectives, you always need to ensure they are aligning with your business goals.

For instance, if you use Engagement as your objective you might be very happy with all the likes, comments and shares you receive, but if your ultimate goal is to make sales then maybe the campaign’s performance will not have been so successful.

Remember when you choose your objective, Facebook shows your ad to people who are most likely to fulfil that objective. Certain people are very likely to engage, while others are much more likely to buy.

As well as understanding the goals for your business when setting up your ads, you also need to take time to develop a strategy for a sequence of ads.

Facebook groups the objectives into three categories – Awareness, Consideration and Conversion and it is quite likely that your strategy will need to include ads with objectives from each one, or at least two of the three.

I would encourage you to take some time to understand each objective and test some of the objectives you haven’t been using.


Video Transcript:

Hi there! This week I want to continue talking about the objectives for your Facebook and Instagram ad campaigns. But what I want to do is I want to step back a little bit and I want to help you to be able to decide on the right objectivefor your ad campaigns.

It can be a little bit confusing because there’s quite a few objectives to choose from and often people just continue to use the ones that they’ve always used.

But what you really need to do is understand what the goal for your business is when you’re setting up your ads.  Once you understand that, it can become a a little bit more obvious which the right objective is.

And secondly,  if you understand where within a sequence or within your strategy that the ad fits, so like are you going out to a cold audience or are you retargeting an engaged audience? Then it also helps you to understand the right objective.

So, take some time to think about the various different objectives and where they can fit in for your business. That’s my tip for this week, all the best and talk to you again next week!

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