CAMPAIGN OBJECTIVES Flashcards
Facebook campaign objectives?
Facebook offers a variety of different campaign objectives for you to choose from. Before choosing your campaign objective, it’s important to define
your business goal, so you can align that with the corresponding objective. Choosing the right objective is important as it will determine how Facebook decides to deliver your ads.
Currently, we offer 11 objectives spanning three stages of the consumer journey:
there are 11 objectives spanning three stages of the consumer journey, the three stages are:
- Awareness
- Consideration
- Conversion
what do the awareness objectives focus on?
These are objectives that generate interest in your product or service. Increasing brand awareness is about telling people what makes your business valuable.
what do the Consideration objectives focus on?
These are objectives that get people to think about your business and seek more information.
what do the Conversion objectives focus on?
These are objectives that encourage people interested in your business to buy or use your product or service.
Awareness Campaign Objective includes:
- Brand Awareness
- Reach
Consideration Objective includes:
- Traffic
- Engagement
- App Installs
- Video Views
- Lead Generation
- Messages
Conversions Campaign Objective includes:
- Conversions
- Catalog Sales
- Store Traffic
How campaign objectives relate to business goals: brand awareness
Increase people’s awareness of your business, brand or service.
example: Club Soda is an artisanal carbonated beverage company that is well– known in the beverage industry. It wants to share its new, exclusive flavor so people keep it top of mind when they go to the grocery store.
Note: The Brand Awareness objective gives you the estimated ad recall lift (people) metric, which shows how many people we estimate would remember your ad if we asked them within two days.
Platforms: Facebook Messenger Instagram Audience Network
How campaign objectives relate to business goals: Reach
Maximize the number of people who see your
ads and control how often they see them.
Ex: Spruce manufactures soap dispensers that can be reused as home decor.
Spruce’s goal is to expose as many people as possible to its
line of products and share a little about
the products’ eco–friendly benefits.
Note: You can set frequency controls for how many times your audience sees your ad and the minimum number of days between each time they see it.
Platforms: Facebook Messenger Instagram Audience Network
How campaign objectives relate to business goals:
Traffic
Send people from Facebook to any URL you choose, such as your website’s landing page, a blog post or app.
Ex: Zoomture, a budget travel website and app, has recently redesigned its website. The goal is to encourage people who signed up for the newsletter to click to the website and see the new online experience. The Facebook pixel isn’t installed yet but the plan is to implement it next month.
Optional but recommended:
· Pixel
Notes: To encourage
more successful outcomes, we typically recommend you use the Catalog Sales objective and/or the Website Conversions objective instead.
We don’t consider the Traffic objective to
be an optimal way to spend your budget.
Facebook Messenger Instagram Audience Network
How campaign objectives relate to business goals:
Engagement
Get people to engage with your Page (Page Likes), engage with your post (Post
Engagement), or respond to your event (Event Responses).
Ex: Lucky Shrub, a chain
of plant nurseries,
will soon host plant potting demonstrations at various locations. The company created
a Facebook event for each location. It wants to share details about the events and collect responses from people interested in attending.
Post engagement:
Facebook Messenger Instagram Audience Network
Page likes and event responses:
Facebook
How campaign objectives relate to business goals: App Installs
Send people to their relevant app store to download your app.
Ex: Joystick Studios has just launched a new gaming app, available on mobile devices. The company wants the campaign to reach people who are interested in gaming and more likely to download the app.
Required:
· Registered app · Facebook SDK
Notes: Deep linking allows you to lead people to
a specified destination of your mobile app once they click your ad, if they have your app installed. With the App Installs objective, you will want to use “deferred” deep linking because people have NOT yet installed your app. This will defer
a person to the app store first, and then once installed, they
will be brought to the specific destination. If you’re only directing your ads to people who’ve already installed your app,
you don’t need to add deferred deep linking.
Facebook Messenger Instagram Audience Network
How campaign objectives relate to business goals: Video Views
Have people watch your video.
Ex: The automotive company, Endo Moto,
is preparing to release its new line of cars.
To generate interest
in their new models, they’ve produced short, high–quality videos of each vehicle in action. The goal is for people to watch their entire video and feel inspired to seek more information about their new vehicles.
Facebook Instagram Audience Network
How campaign objectives relate to business goals: Lead Generation
Collect leads for your business.
Ex: Pacific Moon University wants to find potential new students to enroll for the fall semester. To entice new students, the university shares upcoming lecturers and newly added classes in a weekly email newsletter. It wants to encourage people to sign up to receive the newsletter.
Notes: After clicking your lead ad, customers will see a form that’s already filled out with information they’ve shared with Facebook,like their name, phone number or email. The form
is mobile–friendly and designed to minimize typing.
Facebook Messenger Instagram Audience Network
