Facebook’s algorithm can make it difficult to reach your company’s audience through social media posts alone. Taking advantage of Facebook advertising, however, is an effective way to get eyes on your company. (And, if done correctly, it’s also a promising way to convert sales.)
A number of factors play into how well your Facebook ads do. Choosing the right campaign objective is one way to ensure you get what you’re expecting out of your efforts. But how do you determine which Facebook objective is right for your brand? Well, it all depends on what you’re hoping to achieve.
Awareness
Awareness objectives on Facebook do exactly what you’d expect: get eyes on your brand and its products. If your company is hoping to get its name out there and spark interest in what it’s doing using Facebook ads, this may be the right option for your campaign objective.
The “Brand Awareness” option under this category is ideal for larger companies looking to remind customers they’re out there. For example, Dunkin Donuts only needs to show users its coffee to increase the likelihood they’ll start craving it.
Meanwhile, the goal of the “Reach” option is to show your ads to as many Facebook users as possible. This can be narrowed by region and other factors, but ultimately, it’s concerned with consumers learning your company’s name. If that’s what you’re hoping for, choose Awareness while customizing your Facebook ads.
Consideration
If your brand hopes to increase interaction in the form of likes, comments, and shares, Consideration objectives can achieve this. Consideration objectives push users to interact with your posts. This means engaging with them, or clicking the links, videos, and apps your company shares.
Additionally, Consideration objectives can start conversations with potential customers and create leads. They enable your company to message and speak with consumers, setting you up as a dependable resource in your market. They can also collect emails and other data that can be leveraged for future marketing campaigns.
If your brand is focused on building relationships with consumers, Consideration objectives are likely to help with this endeavor.
Conversion
If your company wishes to spur followers to action, go with the Conversion objectives for your Facebook ads. These objectives prompt potential customers to go beyond simply interacting with your company. Instead, they strive to turn your advertising into sales. There are a few ways this works.
Choosing the “Conversion” item under this category will push consumers to “opt in” on your website. That could mean registering for the site, placing items in their cart, or even purchasing products. If you’d like consumers to subscribe to or download an app, this objective can make that happen as well.
Brands looking to make sales can also use the Conversion objective to promote their catalogs or their brick-and-mortar storefronts. The latter option will target local consumers and strive to increase store traffic.
Set Your Campaign Objective & Publish Your Facebook Ads
Knowing what your company hopes to accomplish with its Facebook ads is critical to successful marketing on the platform. Campaign objectives help to pinpoint and optimize your company’s advertising goals. That’s why choosing the correct one is so important. No company wants to spend money on advertising and discover it’s not having the desired effect.
So, give some thought to your advertising goals before creating your Facebook campaign. Once you’ve decided which direction you’d like to take, you’re ready to set up your ad campaign. And then you can move on to the other facets of constructing a successful Facebook ads strategy.
Need help? Winnow Digital Marketing offers a simplified solution to paid advertising. Let us show you how:
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