Facebook Ad campaigns can be a great source of website traffic, leads and sales, currently they provide 11 campaign objectives for Auction buying type, under Brand Awareness, Consideration and Conversion heads:
Brand Awareness:
Consideration
- Traffic
- Engagement
- App Installs
- Video Views
- Lead Generation
- Messages
Conversion
- Conversions
- Catalog Sales
- Store Traffic
Though Facebook provides a great description under each head, what we are going to discuss here is which objective should you be using and why?
Brand Awareness should be used when you would like to reach people who may take interest in your brand
Reach should be used when you are not much concerned about brand awareness or traffic on a website but would like to reach as many people as possible from your target audience.
All consideration related campaign objectives are to drive engagement, get traffic and let users make an action that is an indication of their interest in the product or service
Conversion related campaign objectives are the ones that take care of the ultimate goal of any business:
- The ones that you decide as conversion on Facebook
- Catalog sales – Product sales
- Driving traffic to your physical store
You can pick a single objective and drive the results but it is always a mix of different campaigns run towards accomplishing their respective goals leading towards the ultimate goal of the business which is revenue/sales.
Our team of Facebook Marketing Experts first learn about the brand, the industry it is part of and the goal they want to achieve, then they come up with the set of campaigns to be run for a certain period of time to attain the desired outcome.