Choosing the Right Facebook Campaign Advertising Objectives is Critical as a Marketer
Choosing the right Facebook objective can have a direct impact on how your campaign performs.
The popular social media platform has steadily added new advertising objectives in recent years leading to bigger and better opportunities for all types of businesses.
While having more options can be beneficial, it can also be a bit overwhelming when you have to make the decision of what campaign objective to use.
By better understanding the different Facebook objectives available and how to best use them to your advantage, you can increase your chances of a successful campaign.
To put it into perspective it’s kind on of like Patrick Mahomes showing up on game day and forgetting all the plays. (Now we know that will not happen but you get the point)
Facebook Ad Objectives and Settings
Facebook advertising relies heavily on algorithmic learning.
After creating a new ad set or making changes to an existing set, the system begins to “learn” who to show ads to and when to display these ads.
The system is also used to calculate the cost.
When setting up your Facebook audience targeting, you need to input details which are also used by the platform to make decisions.
The algorithm may consider other settings when decision-making,
- Such as budget
- Bid strategy
- Optimization settings.
The objective is one of the most important aspects of a Facebook campaign.
When creating a new campaign, you will have the choice of three main objectives: awareness, consideration, and conversion.
The objective you choose will ultimately be what drives the Facebook algorithm.
If you choose awareness, the algorithm will look for opportunities to enhance brand awareness and increase your reach.
For consideration, delivery opportunities will be sought to boost web traffic and engagement.
If you choose conversion, the algorithm will deliver your ads whenever there is an opportunity to drive conversions.
Once an objective has been chosen, you will have a list of subcategories to choose from.
Based on your goals, choose subcategories such as traffic, brand awareness, reach, video views, messages, conversions, engagement, or lead generation.
Once you have chosen your subcategories, the algorithm will match your objective with relevant KPIs.
For example, impressions and reach may be matched with awareness.
After selecting an objective, you will need to adjust your optimization settings in your ad set.
These settings include the
- Optimization event
- Bid strategy
- Optimization for ad delivery
The optimization events refer to the number of times that your ads have achieved the outcome your ad set is optimized for.
Make an informed decision as your choice will tell the algorithm what you consider to be a successful result based on your objective.
In time, the algorithm will learn the best path for ad delivery based on your selections.
Once your objective and optimization settings are complete, you will need to choose your ad delivery settings.
This may include conversions, landing pages, or other options such as link clicks and impressions.
Choose a primary goal that reflects your initial Facebook campaign objective, as well as your optimization event.
The next step is to tell the Facebook algorithm about your budget.
This can be found in your bid strategy.
A bid strategy helps control your cost per optimization event in the same way that a budget helps control your spending.
Bid strategies tell Facebook how it should bid for you in ad auctions.
By adjusting your settings, you can enhance the algorithm’s ability to understand the best way to drive volume for your chosen objective.
For a successful Facebook campaign, it is important to carefully choose your objective and settings.
When you choose the right Facebook campaign advertising objectives, you can more easily reach your goals and make the most from your advertising budget