Types of Facebook Marketing objectives and when to use them

Table of Contents

Facebook ads manager comes with an important feature called Facebook Marketing Objectives which lets to decide what you want people to do when the ad is visible to them. Setting up the Facebook marketing objectives is the initial step and is most essential while creating a new marketing campaign. In order to choose the right marketing objective, it’s important to decide the ultimate results to achieve. Once the marketing objective is selected, the data is conveyed to Facebook about the marketing goals, and accordingly, the facebooks algorithm shows the ads to the people in your target audience who are most likely to take that action. Here are the 3 categories of Facebook Marketing Objectives and the wide range of objectives under each category:

1. AWARENESS

There are two marketing objectives under this category namely Brand Awareness and Reach which are mainly created to generate interest within people about your brand or a product. This is done by showing your ads to a group or a large number of people in your target audience list.

i. BRAND AWARENESS

The effectiveness of this objective is increased on impressions of the audience. This means that a Brand awareness campaign is used to achieve the goal of grabbing audience attention and increasing awareness of your product, business, or services.

When to Use It

The Brand Awareness objective can be used if you want to introduce your brand, products, or services to the audience. 

ii. REACH

This marketing campaign is similar to that of brand awareness but it enables you to widen the audience list for showcasing your ads. This is highly used when you want to show the ads to a large number of people as possible within your target audience list. It also comes with frequency settings that let you adjust how regularly the audience sees the ads.

When to Use It

Reach objective can be used if you want to make your brand or familiarize your products or services to the maximum number audience.

2. CONSIDERATION

There are 6 marketing objectives under this category namely traffic, engagement, app installs, video views, lead generation, and messages. The effectiveness of these objectives is increased by link clicks, likes, comments, views, etc. This category of marketing objectives helps to achieve the goal of making people learn more about your business. This is done by showing your ads to a group of people who are most likely to take some kind of action. 

i. TRAFFIC

This marketing campaign can be used to achieve the goal of driving the audience towards any other site that you choose like a landing page, blog post, website, app, phone call, or messenger communication without any sign-up option. 

When to Use It

Traffic objective can be used when you want the audience to click a link and learn more about your brand or products. It is mainly used for website clicks and app engagement.

ii. ENGAGEMENT

This marketing objective consists of three types of campaign options like page engagement, page likes, and event responses. This type of objective is selected when you want to show the ads to the target audience who are most likely to make some reactions, comments, shares, video views, clicks, and attend an event.

When to Use It

Engagement marketing objective can be used when you want the audience to make some kind actions towards your ad and also increase the sign-ups.

iii. APP INSTALLS

This marketing objective consists of two types of campaign options like automated app ads and app ads. Automated app ads mean setting up the ad and sustaining it over time on the other hand app ads refer to setting up the ads manually. As the name suggests, it is the marketing objective that drives the audience to install the apps and be engaged with the apps.

When to Use It

App Installs marketing objective can be used to achieve the goal of making the audience download the app and make some actions in the app.

iv. VIDEO VIEWS

This marketing objective must be opted to achieve the goal of increasing the views for your videos by driving the audience to watch the video.When the video views marketing objective is selected the Facebook will show your ads to the potential audience in your audience list who are likely to watch the video.

When to Use It

Video Views marketing objective can be used if you want your business or product-related video to be seen by the audience on Facebook and also increase the views of the videos.

v. LEAD GENERATION

This marketing objective is used to create ads to achieve the goal of making potential people give their pieces of information. Lead generation marketing objective enables you to choose the method through which you want to collect audience information such as via instant forms, automated chats, or calls. When the audience submits the form, messages, or calls to your business they become your leads.

When to Use It

Lead Generation Marketing Objective can be used if you want the potential audience to become your business leads by collecting information from them by adding contact forms, call to action, automated chats, and sign-up newsletters.

vi. MESSAGE

This marketing objective can be selected if you want to achieve the goal of communicating with the potential audience or existing customers to increase engagement. When creating ads with the message marketing objective you can choose the destination where you want the audience to connect with your business like messenger, WhatsApp, or Instagram direct.

When to Use It

A message marketing objective can be used if you want to make your target audience connect with your business by having a conversion through messenger, WhatsApp, or Instagram direct.

3. CONVERSION

There are 3 marketing objectives under this category namely conversions, catalogue sales, and store traffic. The effectiveness of these objectives is increased if the interested audience make actions like buying a product, entering payment details, or visit the physical stores. Ads with this type of objectives are shown to the potential audience or existing customers who are more likely to take the actions accordingly. 

i. CONVERSION

This marketing objective can be used to achieve the goal of reaching people for taking some valuable actions like adding items to the cart, entering payment details, newsletter sign-ups, or buying a product. Conversion marketing objective allows you to choose the location at which you want your audience to make conversion events like in website and app.

When to Use It

Conversion marketing objective can be used if you want your potential audience to make some valuable action in your business sites like purchasing, registering, make calls, add items to the cart and so on.

ii. CATALOGUE SALES

This marketing objective can be used if your goal is to showcase your business-based products to the target audience to increase sales. While creating an ad using the catalogue sales objective you must select the type of catalogue option relevant to the items you sell like whether e-commerce, travel, property, auto, entertainment, and media.

When to Use It

Catalogue Sales objective can be used if you want to generate sales by showing your products or services to the potential audience.

iii. STORE TRAFFIC

This marketing objective can be selected for driving foot traffic to your business stores. In this objective, you need to enter the location of your store which lets Facebook show the ads to the audience near to the location of your store.

When to Use It

Store traffic objective can be used if you want the target audience near to the store location to know about your physical store and also visit your store to increase sales.

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