Today, I want to talk a little bit about choosing a Facebook marketing objective within it’s paid advertising platform. Facebook has recently become the holy grail of online advertising, and the reason for that is because you can target your audience so specifically. On previous platforms, you used to have to rely on targeting via keywords. Now because the Facebook pixel is all over the internet, Facebook knows exactly what you’re doing online. They know what websites you’re visiting. They know what you buy. So, you can be targeted based on this.
You can be targeted on interests and pages that you visit, things you buy You can even be targeted on an actual specific webpage. For example, if I take my Facebook pixel and put it onto every page of my website, and I have a page that talks about signing up for a free trial for something, then I can target people who just visited that page. I can even go a step further than that, I can target people who visited that page, but didn’t visit the thank you page.
You can see how powerful that can become, and you could really start and dial in on your targeting.
Another important aspect of Facebook advertising is selecting the correct Facebook marketing objective for what it is that you are trying to achieve. If you select the wrong one of these, then you are going to get results that you haven’t asked for basically.
The platform is very clever and will optimize for whichever Facebook marketing objective that you choose. That’s the powerful thing about Facebook, but what it means is that you have to make sure with it that you are selecting the correct one.
This is the page you are brought into when you start your Facebook ad.
I’m just going to talk through some of these for you to gain a better understanding what they are used for.
First off, you’ve got the awareness category. Within there, you’ve got brand awareness, local awareness, and reach.
Brand awareness isn’t a Facebook marketing objective that I have used before as it doesn’t serve my purpose, however, it is used for creating an online presence. It’s really just about getting your brand name out there. People often use this Facebook marketing objective before you launching a product.
Next up, you’ve got local awareness. This is generally for shops and businesses that are physical brick-and-mortar businesses. If you had a gym for example, you could target people in your local area and just create awareness around the fact that that business is there. You can also start and dial down with some demographics on that. If you have a ladies only gym, you can just target ladies in your local area between certain ages and really start and create some awareness around your brand locally.
You’ve also then got reach. And again, you can dial down on demographics within this category, but reach is just about getting your business seen to the maximum amount of people. If you select this as a Facebook marketing objective, then Facebook will just get your ad out there. They will get your business out there and reach as many people as possible.
We then come over to the consideration category.
First up, you’ve got traffic. Now traffic is what you would use if you were driving clicks to an external website. You can use this to drive traffic to your website, to your opt in page, or to an affiliate offer. It’s really powerful because if you’re using this, then Facebook is going to target for traffic. What I mean by that is if you select the video views for example, you might get the odd click through to the website here and there, but primarily what you’re going to get is video views. Whereas, with traffic, you are getting clicks to your website.
Traffic it can vary in cost, depending on what niche you are working in. Some niches are more expensive to advertise in. For example, make money online is quite an expensive niche to advertise in, weight loss is an expensive niche to advertise in. It really just depends on what it is that you’re trying to promote. But this Facebook marketing objective is particularly useful for opt ins and affiliate offers as well.
Next up is engagement. This is if you were to post something on Facebook and you want people to engage with it on the page. You’re not trying to send them somewhere else, but you’re trying to get people to like, comment, share.
Next is app installs. This is obviously if you are an app developer, you would use this to get installs of your app.
Ok, video views. I love video views because it is so cheap. You can get video views for a penny or less per view which is unbelievable. It’s a great way to promote brand awareness. It’s a great way to peak interest before you put an offer out. AND… It’s a great way to create an audience, because you can actually put a video view ad out and then target everybody who watched the video!Video views are great way to start and build an audience. That’s what I would primarily use that Facebook marketing objective for.
Next up, you’ve got lead generation. This is quite clever because what it allows you to do, is put an opt in offer directly on Facebook rather than using a landing page, people would put their name and email address in directly on Facebook. And so, it’s a really good way to generate leads and build your email list out, and the contacts are just downloadable then from Facebook.
Now we had on over to the conversion column.
I don’t personally use product category sales, so I’m not going to talk through it in detail. But, in short this Facebook marketing objective create ads that automatically show products from your product catalogue based on your target audience.
You’ve then got store visits. This is again, for local shops, and it’s to get more people to visit your brick-and-mortar locations.
The one I like to use in this column is conversions. Conversions can applies to any action you want your customer to take, this can include opting in or purchasing a product.
What you would do with this Facebook marketing objective is you would have the pixel on every page of your website, and that will let Facebook know which pages are for what. Then you would use Facebook to create a custom conversion, and that would tell Facebook that if somebody lands on that page, that’s the thank you page and it means they’ve actually converted. And then, when you create your ad and select the conversion, Facebook will start and optimize the ad for the people most likely to land on the thank you page. It really allows you to let Facebook do what it’s best at doing and targeting action takers!
Facebook will weed out the people who they don’t expect to buy. So people who buy online more often or people who buy products that are similar to what it is that you are selling. Those are the people that it will show your ad to with the aim of getting conversions.
Whichever of these Facebook marketing objectives that you optimize for, is what Facebook is going to try and deliver.