Have you ever wondered what are the best campaign objectives when it comes to your Facebook ads?
I get this question a lot, and it’s 100% normal, since Facebook is adding more and more campaigns objectives every week!
This is great, since it allows advertisers a wide array of goals, depending on what they want to achieve with their Facebook campaigns. But it can also be overwhelming.
So in this article, I’ll walk you through my top 3 goals I always use and that are bringing me 98% of the results for my campaigns. Let’s dive into it.
What Is Your Goal Overall?
The first question you need to ask yourself is “What is my campaign’s main goal?”.
As usual, when I’m advertising, I focus heavily on ROI. It might be ROI in the long term, meaning that I’m advertising today to retarget people in the future, but I’m always looking for the buyers in the platform.
That leads me to use the Conversions objectives 98% of the time, even if I’m looking to drive traffic to my blog posts (more on this later).
Plus, when choosing Conversions, you’re tapping into Facebook’s AI, that will work gathering data so it can bring you more of the folks that are prone to convert.
Mail Goal: Conversions (Leads, Purchases)
Now, when it comes to conversions, there are many different events you can retarget to, and this will also depend on the type of the campaign you’re running.
For example, if I’m sending traffic to an opt-in page for a free guide, or even for a webinar event where I’ll sell a product after the fact, then I’d go with Leads conversions.
If I’m selling a low ticket item, like my book or a small ecommerce product, I’d optimize the ad for Purchase events, since I want to target people that are prone to purchase.
The same will happen (Purchase event targeting) if I’m retargeting people that visited my checkout page but didn’t end up buying, and so on.
At this stage, what you want to decide is what kind of conversions will better affect your funnel and will give you a better Cost Per Acquisition overall.
If you’re getting $2 leads on your lead magnets by optimizing for a Lead event, you increase your chances of getting a sale down the road. If you’re willing to pay more but you want to get a sale instantly, then you can optimize for Purchases and pay a bit more per lead, and so on.
It all comes down to the KPIs of your funnel.
Secondary Goals: Engagement – Video Views – ViewContent (Conversions)
When I’m not setting up ads based on Conversions (80% of the time), I can use my Facebook ads to build a big audience that I can later retarget to. For this, I usually go with 3 different goals.
I use the Engagement goal when I’m trying to get more people to engage with my content and stack social proof on top of any kind of ad that I’m running (see the previous article on how to use the Unique IDs to do this).
I also use this type of goal when I’ve found a clear creative winner (for any funnel) and I want to build that social proof on the ad.
Another goal that I use in specific occasions is the Video Views goal. On this case, my objective is to build an audience as fast as possible. So if I have a compelling video that I want to show to people, and I’m creating a Custom Audience based on video views, then this goal is perfect.
You can get super cheap video views and get really engaged viewers just by doing this, which will allow you to retarget your viewers in a much more effective way.
The third option is to also run a Conversion based campaign but optimizing for the ViewContent event. One mistake I used to make was to optimize my campaign for clicks, where in reality clicks do not equate to visitors (as per my Facebook source instructions).
So we changed that to ViewContent.
We installed the ViewContent event in all of our blog posts and started sending traffic this way. This gave us a much lower Cost Per Click and Cost Per Content View, since people were actually visiting our website.
This has a similar approach than the Video Views campaign.
You’d want to send a lot of people to your blog or website, in order to later retarget them with an offer or an ad. So you would create a Custom Audience and serve ads to your visitors.
Ad Set Optimization (Conversions, Clicks, DUR).
Have in mind that there’s another layer of optimization that happens at the Ad Set level (not the Campaign Level). Playing with this is a good way to split test your results since Facebook will serve these ads to a different “pool” of people within your targeting.
Most of the time you’ll be optimizing for Conversions within your Ad set. But if the audience is small (like when you’re retargeting abandoned checkouts), you might want to try with Daily Unique Reach or Clicks and see how it goes.
Again, this is for split testing and optimizing purposes only, and you need to be in the tweaking phase in order to get the most juice out of this option.
Here’s a short tutorial about these three campaign objectives:
The Power of Marketing is a project by Hernan Vazquez Media, LLC. www.hernanvazquez.com. This initiative is to help small business owners, entrepreneurs and agencies learn tips, tricks, techniques and methods in regards to Digital Marketing and Marking in general.
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