When creating Facebook ads, the first thing we need to choose is the purpose of our promotion.
The initial choice of the target will determine how effectively the algorithms for selecting the target audience will fulfill their task. With the right selection of the promotion goal, you can get a great return on advertising at a bargain price
The goals can be different: just to introduce Facebook and Instagram users to your product or service, to receive applications on the website or through forms inside Fb. Offline events, such as visiting your store or cafe, which will be recorded based on geolocation data sent by your potential client’s smartphone.
At the time of this writing, Facebook offers 11 goals, each with its own characteristics, which we will try to consider.
The first group of goals (Awareness) is designed to help companies increase their visibility using Facebook, Instagram, Messenger for this. This is a kind of analog of advertising in traditional media, which should make the user think “I’ve already seen this somewhere.”
Here the main indicator of effectiveness will be “Memorability gain”. To accomplish this, Facebook’s algorithms will serve ads to people who are more likely to be interested in your offer. This marketing goal is perfect for bringing new products or services to the market.
This marketing target is intended for local businesses such as cafes, hotels, restaurants. The main task that it solves is showing ads to people who live or work near the required geographic point. The ultimate goal is to be able to show that your business is located in the same geolocation that your potential client lives or works in.
This type of goal is focused on showing ads to the maximum number of target audience members from among the people who can be selected through targeting. Here Facebook will not take into account user behavior patterns, as in the two previous cases.
Advertising will be optimized for maximum coverage, the indicator of which will be the criterion for the effectiveness of this type of advertising campaign.
The second group of marketing goals is aimed at attracting applications (Leads). The main difference from the previous group is that advertisements will be displayed mainly to those people who have previously taken (or are ready to take) the necessary targeted actions – go to the site, fill out an application form on Fb, send a message to the seller, etc. That increases the effectiveness of advertising aimed at receiving applications.
The advertising campaign, the purpose of which is to provide a page or site with relevant traffic, to increase traffic to your site. In essence, this is a buyout of traffic to your Landing Page where a user can order your service.
Engagement is the audience’s response to your message in the form of comments, likes, reposts, viewing photos, if there are several of them in the publication. Ads will be shown to people who are most active of this type on platforms owned by FB.
This marketing goal will be useful for recruiting subscribers for your business page.
In this case, priority in impressions will be given to users who are most inclined to install applications for smartphones and actively use them. The social network receives this information due to the permissions that are given to the Facebook mobile application by the user during installation.
The goal is perfect if you have a branded application that allows you to place an order for your products, find out information about promotions, and so on.
In this case, the advertising campaign will be aimed at getting the highest number of views of your video. View statistics can then be used to create retargeting audiences. That is, divide people into those who fully watched your video and those who watched 50%, 20%, and set up further advertising campaigns for those who showed the greatest interest in your video.
Generation of leads
Unlike attracting traffic to the site, this goal allows you to show ads to Facebook users who can leave a request using the forms that Facebook itself offers, that is, without leaving the social network. This is a fairly autonomous way of collecting requests or orders for your product or service.
When this setting is selected, ads will be primarily shown to those users who tend to ask questions about future purchases in the messenger.
The third group of marketing goals is “Conversion”. Here, the emphasis is on more manageable receipt of applications on the website, in the application, or recording offline visits to your outlet. In the first two cases, target actions are taken into account by setting goals in the Facebook Pixel. As goals, you can specify visits to individual pages, sending forms.
Advertising will be optimized for showing to those potential customers who are more likely to use your offer and purchase the product.
Sales of goods from the catalog
If your business page has a product catalog, then you can use this type of primary targeting.
To use this marketing goal, it is necessary to set geographic points, visiting which will be considered an achievement of the goal.
At first glance, all this variety seems superfluous, but in fact, this is a rather interesting approach in the context of Customers Journey (the buyer’s journey before making a purchase decision).
An example of choosing an advertising campaign goal
For example, we need to get sales of some innovative fitness equipment from a no-name manufacturer. It will be difficult to launch contextual advertising since there are no statistics on queries for the required keywords. But we know for sure that there are thousands of users on Facebook who are fond of fitness and visit various sports complexes.
Therefore, we can use the above goals to make several marketing touches of a potential buyer, which will lead to a purchase. Here’s a rough outline.
Creating a business page on Facebook. If there is a local point of sale, then we indicate the address.
We prepare content in which, not from the forehead, but step by step we talk about how the new simulator allows you to solve the problem of a potential buyer.
We create a catalog if there are several configuration options or any type of goods.
We use the Reach goal by customizing ads based on user interests and their intersections.
We launch promotion of publications with the goal of “Engagement”
If we have a local store, we also use “Local Awareness”
If there is a video, we launch a separate campaign for the goal “Video views”
We collect people who interacted with our publications and ads in the retargeting database.
We launch several advertising campaigns with the goals “Lead Generation”, “Messages”.
This will allow us, at first, unobtrusively, from afar to stir up the user’s interest in the product, talk about the benefits, and at some point offer to make a purchase.
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