In this video, you’re going to learn how to choose the correct campaign objective for your Facebooks Ads Campaigns - no matter your offer or niche.
Since there are 11 of them, the truth is that most people have no idea which one to pick, so they just choose something that ‘sounds good’, like ‘Conversions’.
But it turns out that there’s a HUGE difference between these marketing objectives - and picking the wrong one can literally make or break your campaign!
So today, I’m blowing the lid off the mystery behind Facebook’s Campaign Objectives - so you can lower ad costs, increase your metrics, and make more sales.
QUICK OVERVIEW | FACEBOOK CAMPAIGN OBJECTIVES EXPLAINED
1 - BRAND AWARENESS - used to get the word out to as many people as possible and educate them about your brand. Best for bigger brands with budgets to blow.
2 - REACH - best used for top-of-funnel content, or when you want to reach smaller audiences below 5000 people. Great option for retargeting campaigns.
3 - TRAFFIC - one of the best options for most smaller businesses. Use this for running traffic to landing pages, blog posts, OR when you have LESS than 50 conversions a week with your campaign. Also works really well with high-ticket services.
4 - ENGAGEMENT - this objective optimizes for people to share, like, or comment. While it’s always nice to get more engagement on your posts, you have better options if you ultimately want to sell something.
5 - APP INSTALLS - No comment. Use this if you have an app that you want to promote. Since not that many people are betting for this objective, you might have less competition - thus lower ad costs.
6 - VIDEO VIEWS - best for top-of-funnel content when using video as a creative. Quite similar to the ‘Traffic’ objective, but optimized for video. Can be cheaper than other options if used correctly. Also great for building a retargeting audience (10 sec video viewers)
7 - LEAD GENERATION - Although this sounds great for collecting email addresses, it’s a trap - since you have no control over it. Instead, use the ‘Traffic’ objective and send people to a dedicated landing page.
8 - MESSAGES - primarily used for sponsored messages from companies. You have better options.
9 - CONVERSIONS - Used to get people to take action and buy - BUT… only use this if routinely have OVER 50 conversions per week with your campaign - otherwise, Facebook can’t optimize it properly. Best used for higher-volume ecommerce products, webinar signups, or free giveaways. Remember, you need a healthy budget to make this work.
10 - CATALOG SALES - extremely useful for ecommerce to retarget visitors with dynamic product ads. More difficult to set up but allows personalized ads for people who’ve interacted with your website before. Most people aren’t using this so you CAN lower ad costs with it.
11 - STORE VISITS - Use this if you have a local store with multiple locations. Targets people who are physically near one of your stores.
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BEST FOR ECOMMERCE STORES
Traffic - IF less than 50 conversions/week
Conversions - IF more than 50 conversions/week
Catalog Sales - for retargeting
BEST FOR SMALL DIGITAL BUSINESSES
Traffic - IF less than 50 conversions/week
Video Views - when using video
Reach - used for retargeting (less than 5000 audience size)
BEST FOR BIGGER INFO PRODUCT BUSINESSES
Conversions - IF more than 50 conversions/week
Video Views - when using video
Reach - for retargeting
BEST FOR BRICK AND MORTAR STORES
Store visits - if you have more than 1 location
Video Views - when using video
Reach - for retargeting
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