Each campaign corresponds to a pre-defined objective, so keeping this in mind will help you set up the campaign and draw the most helpful conclusions.
Let's look at how to create your Facebook campaign objective:
Here you are now, on Ads Manager, the tool for creating and managing Facebook ads.
Click on the green + Create button to start creating your ad.
The window below should pop up, listing all the objectives you can choose for your campaign.
The objective you select also plays a crucial role in Facebook's algorithm, as it will optimize your post to meet the selected objective. For example, if you want to generate the maximum number of likes on your Page, Facebook will show your ad to people who like a lot of Pages first.
Facebook groups objectives into three categories:
Awareness
Consideration
Conversion
Discover the Different Objectives in Ads Manager
Brand Awareness
With this objective, Facebook will show your ads to the people most likely to remember them. Therefore, you increase awareness of your brand, company, or service.
Reach
As we saw in the previous section, reach is the number of people who have seen your post at least once. By choosing this objective, you are asking Facebook to show your ad to the largest number of people within your target audience.
Traffic
Your ad will be optimized so that as many people as possible click on your image and are directed to the landing page of your choice (home page, product sheet, etc.), to your app or a Facebook event.
Engagement
By choosing Engagement, your objective will be for your target audience to stay on Facebook and engage with your Page and posts. Therefore, Facebook will try to bring you more Page Likes, more replies to events, or more comments and shares.
App Installs
Facebook will show your ad to the people most likely to download and interact with your app.
Video Views
Share videos from your company with the Facebook users most likely to view them.
Lead Generation
This objective allows you to generate leads for your company, i.e., contacts interested in your product that you can contact later.
When the user clicks on your ad, a form will appear on Facebook with pre-filled fields based on their Facebook profile: first name, last name, email, phone number, etc. You can ask up to three additional questions in addition to the user information listed above.
Messages
By selecting this goal, you will need to create ads that allow your target to interact with you on Messenger, WhatsApp, and Instagram Direct via a call-to-action button. This will allow you to communicate with potential or existing customers to incite interest in your business.
Conversion
It may be that your objective is to have your target audience perform a particular action (buy an item, fill out a form, etc.) after clicking on your ad. You certainly want to keep track of this to measure the conversion rate and revenue generated.
To track conversions, you will add a small piece of code to the page that fulfills the objective (a thank you page when payment has been completed, for example).
Catalog Sales
This objective is ideal for e-commerce merchants, as it allows you to present products from your catalog to your target. The goal is (obviously) to increase online sales.
Store Traffic
Facebook can geolocate its users and display your ad to people who log on in the area you want.
By selecting this objective, you will be able to target your audience geographically by specifying a radius around your store.
Geolocation is very helpful if you want to increase your sales in a physical store.
Let's Recap!
Choosing a campaign objective is a crucial step. It will provide input to the Facebook algorithm and guide the delivery of your ads, as well as the options available to you.
There are three main groups of objectives:
Awareness objectives (brand awareness, reach).
Consideration objectives (traffic, lead generation, messaging, engagement, etc.).
Conversion objectives (conversions, store traffic, catalog sales).
Select your objective and go to the next chapter to set up a conversion Pixel.
