Are you feeling a bit overwhelmed by all the different objectives you can choose from for your Meta (Facebook & IG) ads?
You are not alone. Even the best of Ad Managers has deliberated over which objective is going to work best for the campaigns they are creating. Picking the right objective, however, is crucial for the success of your campaign, and if you are self-managing your ads, we are going to break it down to help you make that decision a little easier.
Firstly, lets run through the different objectives you can choose from and how they align with your business goals:
Now, Meta has also simplified their Ad Objectives (again!) so if you aren't seeing objectives that you may have used 12 months ago, this is the current line up (as at June 2024).
Awareness: Great if you're looking to get your name out there and make people familiar with your brand. This is especially helpful if you're just starting out or launching a new product. It focuses on reaching people who are most likely to pay attention to your ads.
Traffic: Ideal if your goal is to drive people to your website, app, or event. If you want to increase visits to your site or get more people to engage with your app, this is the one for you.
Engagement: Choose this if you're looking to boost interactions with your content, like video views, post reactions, shares, comments, or event responses. It's a great way to create a community around your brand and foster relationships.
Leads: Ideal for capturing contact information from potential clients. Use this if you want to collect leads directly from your ads, via messenger, or via a lead form on your website (with a Pixel installed).
App Promotions: If you have a mobile app and your main goal is to get more installs, this objective is tailored just for you. Facebook will show your ad to people most likely to download your app.
Sales: If your primary goal is to get people to take a specific action on your website, like making a purchase or signing up for a newsletter, this is the way to go. It targets those who are more likely to convert based on their past behaviour.
No matter your business type, remember to align your Facebook ad objective with your overall marketing goals. And don't be afraid to test different objectives to see what works best for you.
However if this seems all a bit confusing, book in a chat to see how Jac and Co Digital can help you reach your marketing goals with advertising.
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