As a business owner, advertising is crucial to attracting awareness and sales. But with so many different platforms and options available, it can be tough to know where to start. When it comes to social media advertising, Facebook and Instagram offer a variety of ad campaign objectives to choose from. As a result, it can be overwhelming to decide which one is right for your business.
You must first identify your objectives to create a successful Facebook or Instagram ad campaign. Are you looking to increase brand awareness, drive website traffic, generate leads, or increase online sales? Once you’ve identified your objective, you can start planning your ad campaigns around that goal.
What are Facebook & Instagram Ad Campaign Objectives?
Facebook and Instagram ad campaign objectives are the goals that you want your ad campaigns to achieve. There are 11 different objectives to choose from, each of which is designed to help you reach your target audience in the most effective way possible.
Some of the most common objectives for Facebook and Instagram ad campaigns include:
– Increasing brand awareness
– Driving website traffic
– Generating leads
– Increasing online sales
– Increasing offline sales
– Engaging with customers
– Getting app installs
– Growing your email list
– Collecting customer feedback
Each objective has its own set of best practices you’ll need to follow to create a successful campaign. The key is to align your ad campaigns with your overall marketing objectives.
Deciding on your ad’s objective is crucial for your campaign’s success. The Facebook & Instagram advertising platform provides various options for ad objectives, and it can be overwhelming to choose the right one. We’ll review the different campaign objectives and when you should use each.
- Brand Awareness: The Brand Awareness objective is best for building awareness of your product or service among people unfamiliar with your business. This objective optimizes your ad delivery to help you reach people who are more likely to pay attention to your ad and become interested in what you’re offering. When setting up a Brand Awareness campaign, you’ll want to keep your targeting broad since the goal is to reach as many people as possible.
- Reach: The Reach objective is similar to Brand Awareness in that it is designed to help you reach new people who are not familiar with your business. Unlike Brand Awareness, Reach optimizes your ad delivery to show your ad to as many people as possible—even if they’re not likely to pay attention or be interested in what you are offering.
- Traffic: The Traffic objective is best for driving Traffic to your website or app. This objective optimizes your ad delivery to help reach people likelier to click on your ad and visit your website or app. When setting up a Traffic campaign, you’ll want to target people who have visited your website or app or are similar to those who have already done so.
- Engagement: The Engagement objective is best for getting more people to interact with your content on Facebook or Instagram (e.g., comments, shares, likes). This objective optimization delivers your ad so that people most likely interact with it and see it first. When setting up an Engagement campaign, you can target anyone—regardless of whether they’ve interacted with you before—since the goal is to get them to engage with your content in some way (e.g., comment on a post).
- App Installs: The App Installs objective helps you drive installs of your mobile app from either the App Store or Google Play Store. This objective optimizes ad delivery to help you reach people likelier to click on your ad and install your app from either store.
- Video Views: The Video Views objective helps get more views for videos on Facebook or Instagram (eclipsing 10 seconds). Like Engagement, this objective optimizes ad delivery so that people who are most likely to view the video first; however, video length becomes an essential factor since videos must be at least 15 seconds long to be eligible to run under this objective. Consider length editing if the video lasts 15 seconds before running under Video Views. If lengthening the video is not an option, another objective may make sense for the campaign. For example, Traffic could work if the main call to action directs viewers to the website landing page after watching the video
Now that you know the basics, you can create an ad campaign tailored specifically for your business goals. So, what are you waiting for? Log in to Facebook and get started today!