With over 2 billion daily active users, Facebook is one of the best social platforms when it comes to advertising! For beginners, advertising on Facebook can be extremely daunting and confusing because of its variety of targeting options, objectives and so much more. That’s where we step in 😊
One of the most important things you have to decide when starting a Facebook campaign is which type of objective to use. With over a dozen options it can seem overwhelming. Do I choose conversions or traffic? Should I use brand awareness or reach?
Here are the 3 objectives that our clients and we use on a regular basis!
1. Video View Objective
If you’re not testing any videos with your Facebook or Instagram advertising, you need to start right now! Video marketing is on fire! More and more people are watching things online and advertisers are reaaaally starting to notice.
When done right, videos can convey a solid story or message in less than 30 seconds. Now that is powerful! The video allows you to get more personal with your audience. The more personal and relatable you are to the audience you’re speaking too, the better Facebook will like you.
Why should you care if Facebook likes you? Well, from an advertising perspective, if Facebook likes your content, you will see better results across the board. We’re talking cheaper clicks, higher click-through-rates, and a lower cost-per-lead. Need we say more?
The Video View objective optimizes for….you guessed it – video views! As shown below, Facebook gives you three different ways to optimize for the ad delivery in this campaign:
Without making things too confusing, just stick with the 10-second video views (which is the Facebook default). What this means is that Facebook will share your video with the people in your audience who it thinks will be most likely to watch at least 10 seconds of your video.
In most cases, you can build super affordable audiences this way. At $20 per day and an audience size of around 1,000,000, Facebook tells me that I should get anywhere from 550-2,000 10 second video views. That’s a lot of eyeballs!
Whether you have a promo video, sales video or even a fun behind-the-scenes clip, using the video views objection is a solid way to get a lot of people to see it for an affordable price.
Pro Tip: Create a lookalike audience of 75%-95% video views. This is a super powerful audience to have! Want to learn more about creating lookalike audiences? We take a deep dive into lookalikes and more in our Signature Course!
2. Traffic Objective
The traffic objective is a great way to get cheap clicks to your website/blog/photo gallery. When you choose the traffic objective, Facebook will work its magic to get you clicks as cheap as possible.
We use the traffic objective with the primary purpose of creating custom audiences based on who went to certain pages of our website. Since Facebook tells us that it will optimize for clicks on whatever page we send people to, we say “Aha!” that is how we can build a qualified and yet affordable audience.
For instance, if we write a blog post and know that we want a certain person to read it, we’ll send as many people to that page as we see fit. Because Facebook does it’s job of getting us cheap clicks and we do our job of getting the RIGHT people to the specific page, we are confident in the audience that we create.
This audience can be used for retargeting to another blog or sale. It can be used as a lookalike or it can be used in conjunction with another. Regardless, the traffic objective helps us get people to a specific page for a cheaper price!
So if you write a lot of content consider using the traffic objective – even on a small budget – to get readers to your page. Even at $20 per blog post you can start building a really good audience!
Pro Tip: All of the above 😊
3. Conversion Objective
The traffic and video views objectives are what we typically use as a top of the funnel strategy. We’re not asking anyone for their information, we are just encouraging them to watch a video or read something we wrote.
Conversions on the other hand are used for middle to the bottom of the funnel. We use this objective for anything from purchases to registrations to lead generation. When you choose the conversion objective you are telling Facebook that you want a site visitor to take your desired action.
Once you select the conversion objective you will have to tell Facebook what “action” you want the users to take on your webpage. See below:
If you want someone to make a purchase then, you will want to select “purchase”. If you want a lead then select “lead.” Whatever it is you choose is what Facebook will optimize for – pretty awesome right?
However, there are a few things to keep in mind:
- Make sure that the standard event you choose is active, aka green (as seen above)
- Make sure that the standard event code snippet is on the right page (e.g. you don’t want to have Facebook counting a lead on your contact page – you want the lead to be tracked on the thank you page they are redirected to after they submit)
Let’s say that you built a page to gather someone’s name, email and phone number. Facebook will send the people to this page that it thinks will most likely convert, aka become a lead. However, before you send people here you want to make sure that you have a “thank-you” page set up. When someone submits their information they will be redirected to the thank you page which has the snippet of code that tracks it as a “lead.”
If you’re a Honeybook user like us, you can easily update this setting in the “Preferences” section of your contact form!
Side note: if you’re not a Honeybook user, you can save 50% on your first year with our referral link 😉
The above is how Facebook tracks how many leads you are getting. It is also how you are able to measure your results directly from Ads Manager.
The conversion objective is the golden child when it comes to all other objectives. It allows you to tell Facebook “Hey, give me more leads!” and it will do its best to do just that!
Pro Tip: The conversion objective is only as good as your landing page. Take time building out and testing a landing page that you feel confident sending people to. We cannot stress this enough! If coding scares you, hire someone to do it for you or use our FAVORITE landing page builder ever: LeadPages.
Choosing the Right Objective for Facebook Ads
When choosing an objective on Facebook, think about the goals you have in mind for your business.
Do you want people to see something on your website or do you want more sales? Your business goals go hand-in-hand with the objective you choose.
To help you get started – and learn more about the other objective options – you can download our free guide!
So what are your thoughts? Have you started advertising on Facebook? Which objectives have you used that have worked for you?