Six Facebook Ad Objectives To Grow Your Business

Choosing the right Facebook objective for your Facebook advertising is an important piece in determining the success of your Facebook ad campaigns.

Your Facebook ad campaign objectives tell Facebook how to optimize your ad performance.

If you are looking for sales but choose a traffic campaign because it will bring more people to the site you may not see the results you are looking for.

This is because the campaign objective you have chosen is telling Facebook to gauge success by the amount of traffic it drives, not by the total purchases it drives.

Diving Into The Facebook Ad Objective To Grow Your Business

To help you align your business objectives with the Facebook campaign objectives let's look at the 6 ad objectives Facebook has built to help you grow your business.

Each of these 6 Facebook ad objectives can help you at different stages of your business.

Brand Awareness Objective

What Is The Awareness Objective

The brand awareness campaign objective will seek to increase your reach by showing your Facebook ads to the greatest total volume of people possible.

Use this campaign objective with video ads to be seen by people likely to watch your video, to increase brand awareness, and be seen by Facebook users who may be interested in your brand.

Facebook Ad Campaign Ideas

Increase your brand awareness by using this campaign objective with carousel ads. This will show your unique collection to people who will want to see your product.

Create a video ad and get this in front of as many people as possible.

Tracking For Success

Awareness objectives are notoriously hard to track. This is because Facebook is optimizing for reach. If successful these people may not get to your site directly from your Facebook ad.

This poses a problem when we are using awareness objectives as it is very hard to find data on if the Facebook ad campaign is successful in eventually driving sales.

To solve this, when running brand awareness ads, be sure to keep an eye on your search volume.

If your ads are connecting with your target audience you should see an increase in search volume.

You can use the Google Search Console and Google Analytics to track this data.

If you are an established brand and have other channels open. Running a brand awareness campaign objective has an increased chance of being successful if you can reach these people again through another channel.

If you are a small business with a limited budget. I would recommend skipping this ad objective as you will most likely not see the sales you are looking for.

Traffic Objective

What Is The Traffic Objective

The Facebook traffic campaign objective seeks to increase traffic to your site, app, or event.

Use this campaign objective to drive traffic to your landing page or start a conversation on Facebook Messenger or WhatsApp.

Facebook Ad Campaign Ideas

Increase traffic to your site by creating a video that creates interest and communicates your mission.

Use the Facebook slideshow feature to create a video from still images and drive traffic to your site.

Do you have a retail store that has an event coming up? Do a video walkthrough of your store and drive traffic to a Facebook event page to increase store traffic.

Run a Facebook ad to drive traffic to Facebook messenger and start a sales conversation.

Tracking for Success

When using the traffic objective it is very important to use UTM's.

If you don't know what UTM's are they are 5 unique tags you can add to your URL.

These unique tags allow Google and other tracking tools to see where your traffic came from.

This is important with the traffic objective.

If you drive 1000 people to your site through Facebook ads, you need to know what happened to those people.

Using first-touch attribution and a little bit of gut instinct on where your new traffic is coming from you can estimate the ROI of your traffic campaign.

Note: To see the most success from first-touch attribution for Facebook be sure to UTM your Facebook ads. You can use UTM Source = Facebook and Medium = Cpc to see your Facebook advertising traffic in Google Analytics

Need help building UTM's here is Google's UTM builder.

Engagement Objective

What Is The Engagement Campaign Objective

The Facebook engagement campaign objective seeks to increase page and post engagement.

Use this campaign objective to get more people to like, comment, share, or message your Facebook page.

Facebook Ad Campaign Ideas

Engagement objectives are great for pages that are just getting started.

By increasing engagement on your Facebook page, you are increasing the chances that people will see your content.

To increase engagement run a contest on your page and use the engagement objective to promote it.

Another great way to increase engagement is to create a video and use the engagement objective to promote it.

Think of the engagement ad objective as a supporting campaign for campaigns that need that extra push.

Tracking for Success

This one is easier to track than awareness and traffic ad objectives.

Track the before and after for your post, videos, etc.

Lead Objective

What Is The Lead Objective

The Facebook leads objective seeks to increase the lead generation for your business.

Use the lead objective to collect leads and get people to sign up for your newsletter, download an ebook, or request a free trial.

Facebook Ad Campaign Ideas

To increase leads you need to offer something of value in exchange for a person's information.

This could be an ebook, white paper, or even a coupon.

Collect leads by offering earlier access to new product listings, news, or promotions.

Tracking for Success

Your email/SMS list is your lifeblood.

There are two numbers you should know before running any email or SMS Facebook ad campaign.

The first metric you should be tracking is your RPE, or revenue per recipient.

This is your total revenue from email/SMS divided by your recipients who received your email/SMS.

The next metric is your RPS, or revenue per subscriber.

This is your total revenue from email/SMS divided by subscribers.

Knowing these two numbers can help you determine success when using the lead Facebook campaign objective.

Let's say that your revenue per recipient is 50 cents per send.

To increase top line revenue from email/SMS you can either increase the number of emails/SMSs sent, which will eventually hit diminishing returns as you flood your list's inbox.

The second option is collect emails or SMS numbers so that each send has more people in it.

Having your Revenue per email/SMS helps you understand how much you can spend to acquire that email/SMS as well as how long it will take to make your investment back.

App Installs objective

What Is The App Installs Objective

The Facebook app promotion objective seeks to increase the number of downloads for your mobile app as well as see an increase in in-app purchases.

Facebook Ad Campaign Ideas

Increase app installs by running a Facebook ad that will drive people to your app store listing.

Set up dynamic ads to display after a user has downloaded your app.

Set up custom conversion events to promote in-app purchases when a Facebook user accomplishes some pre-determined campaign objective.

As an example, this custom conversion event could be based on custom audiences.

If you have a 3-tiered payment system where a customer gets x amount of sends or x amount of reports pulled, etc. for their tier.

You could create a "customer list" custom audience of everyone close to needing an upgrade.

The custom audiences you would create look like this:

• Tier 1 | not close to upgrading

• Tier 1 | close to upgrading

• Tier 2 | not close to upgrading

• Tier 2 | close to upgrading

• Everyone in Tier 3

In addition, you would want a custom audience of everyone who visits your billing page. We are assuming these people are thinking of making an in-app upgrade if they are visiting this page.

In your Facebook ads manager, you would include, "Tier 1 | close to upgrading" and the custom audience who visited the billing page.

Finally, "exclude" the rest of the custom audiences so that you are only targeting people close to upgrading to tier 2 and have viewed the billing page.

If we don't add these exclusions but have the billing page custom audience included we may catch people who aren't ready to upgrade or have already upgraded.

Tracking for Success

To track success with app installs you need to know how much each install costs you.

This number is called Cost per Install or CPI.

You can also track the cost per in-app purchase.

Both these numbers are straightforward forward and once you have them you can decide if the cost to get an install or in-app purchase makes sense for your business.

Sales Objective

What Is The Sales Objective

The Facebook sales objective is a way to increase conversions on your website or in your app.

This could be anything from buying a product to simply viewing the content on a page.

The key to this campaign objective is that you are driving people to take some kind of conversion action on your site or in your app.

Facebook Ad Campaign Ideas

There are a few different ways you can use the sales objective to increase conversions.

One way is by running ads that target people who have already visited your site but didn't convert.

You can do this by setting up a custom audience of people who visit your site but don't convert and then targeting them with ads that offer a discount

You can also incentivize people to buy by offering free shipping, free returns, or a lifetime guarantee.

With the change in tracking capabilities for Facebook, targeting people on Facebook has become harder.

One way to get around this is to use Dynamic Ad for Broad Audience or DABA ads.

These ads are shown to people who are in-market to buy similar products based on data from internal Facebook metrics that don't rely on the Facebook pixel.

Tracking For Success

Tracking the sales objective for conversion ads is easy.

Look at your cost per acquisition or CPA to understand if your conversion ads are performing well.

The tricky part is getting the ad creative and ad copy right for your target audience.

Some considerations if you are using the Facebook sales objective.

• If you have an app, consider that acquiring customers for 3-6 months of revenue can be affordable if you know your churn is 9 months.

• Consider your CPA in terms of your customer LTV over a 60-90 day time frame. Maybe you lose money up front but second and third purchases make the CPA affordable, allowing you to be cash flow positive in 60-90 days.

• The sales objective has multiple conversion events. If you aren't seeing success with the purchase event consider using add to cart or view content that are both higher up the funnel.

Match Facebook Campaign Objectives To Your Business Objectives

Using the wrong objective for your Facebook campaign can have a detrimental effect on your Facebook ad performance.

By choosing the correct campaign objectives we have a higher likelihood of seeing success with our ads.

If you would like help with your Facebook ad objectives feel free to set up a call with me.

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