When you start creating a Facebook advertising campaign, you first get to choose a campaign goal from 11 different options. Choosing a campaign goal affects how Facebook’s algorithm starts to work when the campaign starts. Facebook’s algorithm behaves differently when, for example, hunting for conversions than when seeking visibility for your brand.
Choosing a campaign goal also affects what kind of choices you can make in the ad group and at the ad level. If you choose the traffic campaign goal, you will not be able to choose conversion tracking and, for example, in the conversion campaign goal, you will not be able to influence the display frequency of ads. The choice of campaign goal also affects how much the results cost.
How to choose the right Facebook campaign goal
Choosing a campaign goal can be confusing and produce gray hair. Facebook groups campaign goals into three different groups: Awareness, consideration and conversion. You might suddenly think that your company should choose recognition if you want to advertise to new target groups for whom your company is unknown and new. However, campaign goals do not automatically mean that they are intended for those in a certain stage of the purchase path. So you can advertise with, for example, a conversion goal, even if your company is targeting cold audiences. Next, we will find out for what purposes the campaign goals have been made.
Campaign goals for improving awareness
- Brand recognition
The purpose of the Brand Awareness campaign goal is to find customers who are most likely to remember your ad and brand. The Brand Awareness goal is suitable for advertisers with larger advertising budgets who are not looking for immediate results. You should choose the brand recognition goal if you want your target group to think of your brand when they think of a certain product or service. - Coverage
The purpose of the Reach campaign goal is to show your ad to as many of your target group as possible. Reach campaign goal people are often people who don’t convert easily. The coverage campaign goal can be used, for example, to advertise a brick-and-mortar store or a coffee shop, when you want to reach all the people living and staying in a certain area.
- Traffic
The purpose of the traffic campaign goal is to direct visitors to the website, landing page or application. When using the Traffic goal, Facebook focuses on finding people who are most likely to click on your ad. However, these people may not perform the desired actions on your website, as the campaign goal is only focused on getting clicks. The traffic campaign goal can be used, for example, to promote blog posts. - Commitment
The purpose of the Engagement campaign goal is to show your ad to people who are most likely to engage with your ad through likes and comments. You can optimize the ad to reach people who react to the publication, hunt for page likes or collect event responses. The engagement campaign goal can work when you want to collect “social proof” for your publications, which can help attract new customers. You can also use the publication that has received likes in your other Facebook ads, in which case they already have a social certificate. - Application installations
The idea behind the app install campaign goal is to get the app downloaded. In this campaign, you direct users to the app store. - Video views
The purpose of the video views campaign goal is to increase brand visibility and market video advertising to users who like watching videos anyway. The Video Views campaign goal is not designed to drive conversions for your business. The video views goal is optimized for increasing views, not specific conversions. If you want leads or purchases, choose a conversion campaign goal and use a video in the ad. - Lead generation
The lead generation campaign goal is a lead collection form advertisement within Facebook. Your potential customers will therefore not move away from the Facebook environment to your website. This goal is suitable for campaigns whose goal is to collect customer contact information, i.e. often email addresses. The lead creation campaign is created in such a way that the person who fills out the form in the ad receives a checklist or an offer code in their e-mail address, for example. Compared to the conversion campaign goal, the results of the lead generation campaign usually cost less, but the leads are also of lower quality. It is worth testing these two campaign goals and choosing a better option based on the results. - Messages
With the help of the Viestit campaign goal, the aim is to get contacts in, for example, Messenger and WhatsApp. The Viestit campaign goal is suitable for certain types of companies whose target groups have a lot of questions about a product or service and may need more detailed guidance in the purchase process. - Conversions
The conversion campaign goal is one of the most important goals and we use it for 90 percent of all campaign goals. In the conversion campaign, the goal is to direct users to the website, online store or application and to bring about a conversion event. The conversion can be, for example, leaving contact information, downloading a guide, adding to the shopping cart or making a purchase. For this campaign goal, you need a working Facebook pixel. Read here how you can install a pixel on your website. - Credit sale
The purpose of a catalog sales target campaign is to automatically show ads from your Facebook product catalog to people who are interested in them. Catalog sales target campaigns are especially suitable for online stores, because the ads can show products that people have added to the shopping cart, but not yet purchased. - Store visits
With the store visits campaign goal, you direct people to your physical store. Facebook focuses on showing your ad to the people who are most likely to visit your store when they are near it. Tracking advertising is more difficult with this campaign goal. In addition, it is only possible to use the store visits goal if your company has several branches.
Utilizing Facebook campaign goals in planning your company’s purchase path
As we mentioned earlier, Facebook has divided the campaign goals into three groups: Awareness, consideration and conversions. We also mentioned how this breakdown doesn’t need to be used blindly when building your digital marketing strategy.
If your company has a large advertising budget for Facebook advertising, then the order suggested by Facebook can be a good idea. However, if you want to get customers in a faster time frame, we recommend using the conversion campaign goal.
The advertising texts and the ad itself have the most influence on the performance of advertisements. What kind of target group is your ad aimed at? For those who already know about your company or for those to whom your company is unknown. With texts and ads, you have the greatest influence on how your target group receives your Facebook ads. So, for example, you can create a conversion campaign to attract target groups in the initial stages of your company’s purchase path. Just edit your message to suit them.
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