Choosing Your Facebook Campaign Objectives
By: Damaris Villalva
Facebook is an ever changing platform when it comes to advertising. It is constantly changing in order to keep up with new software updates and regulations.
So what does that mean for those companies that rely on FB advertising? It means that someone has to be constantly monitoring ads and delivery analytics or else their ads will become outdated within Facebook’s advertising guidelines. Now for those who have not dealt with the FB manager platform, you might think that it’s a relatively easy platform to manage. Well, one thing that I have learned is that it’s not at all! Don’t get me wrong, social media advertising is a great way to reach your audience, especially if you have a limited budget. However, it is an ever evolving means of advertising that takes much attention to detail.
There are several things to keep in mind when using this platform. You have to use eye-catching images, have a knack for copywriting, all while making sure it fits all Facebook guidelines. Most importantly, the ads must resonate with your audience. There are times where we create eye-catching ads with great copy, yet the end results are lower than expected. You must also think of the goal of your ad, the time of delivery, the type of media, the way the audience will view it (mobile or desktop?), and budget at the same time.
There seems to be endless factors and modifications to take into account. It also means that you must constantly be monitoring your ad and make changes accordingly in order to optimize your results. It doesn’t mean you can’t have successful campaigns, in fact, those are the factors that make successful campaigns!
Facebook advertising has great features where you can customize your audience and be as specific as you want in order to reach your target viewers. It ranges from geotargeting to occupation to income and more.
Now let's dive a bit deeper into the set up and objectives...
The first thing you must think about is the purpose of your campaign and the objectives you seek to achieve, all while making sure it stays in line with your company’s vision and goals. Do you want to build awareness, consideration, or conversions?
Awareness: When it comes to awareness, here is where you want to tell the world who you are, what you do, and your values. This is where you can showcase your culture, your brand, and your capabilities.
Consideration: This is where you can send your audience to find more information about your company. You can send them to your website, get them to fill out a form, message you, view videos, engage with your audience and showcase your brand through comments, likes, shares, and more. The goal here is for them to take some sort of action to get to know you better.
Conversions: This is what to use when your objective is for your audience to take action and buy or use your product or service. If you don’t have an online store, this is where you will encourage them to show up to your brick and mortar business.
Here are a couple of tips to keep in mind when setting up your ads:
One thing to do while learning more about your ads performance is to experiment with your audience targeting. I have learned that this will have the biggest impact on the success of your ad.
Use a Facebook Pixel- this will help with tracking results and retargeting your audience in the future.
Use top-notch photos and video- it goes without saying that the media used is one of the most important parts about an ad. Your ideas must be eye catching, creative, and original!
Test everything- there are many times where we assume things will work but always test just in case. Make sure your links work and that everything looks the way you want it to before publishing.
Track analytics regularly in order to optimize performance- monitoring your results is essential in order to continue improving your ads and delivery.
The great thing about all of this is the reporting and tracking. You can see your results to see exactly where your audience is at each step of the sales funnel. This has been just an introduction of what you can do with Facebook advertising. Not only can you see all this on Facebook but also across other platforms such as Instagram. Stay tuned for the second part of Facebook advertising where we will dive deeper into ad set up and reporting.
Make sure to check out our other blogs for more marketing tips and information!