Have you ever felt overwhelmed by the options when trying to decide which Facebook ad campaign to use? You can’t advertise your product without advertising on Facebook. There are more than two-billion active Facebook users. That’s a massive opportunity to put your product or brand out there! But how do you make the most of it? The secret is this: make sure your ad matches your product.
Facebook ad campaigns fit different business objectives. The key is picking the
right business objective for you.
you start creating an ad on Facebook, you’ll see three main categories:
awareness, consideration, and conversion. Each category has different ad
campaign objectives, and each meets a different need.
you want to increase awareness of your brand, this is where you’ll start. Brand
awareness creates authority and trust. This is the least direct method of
advertising, and it works best for companies like Coca-Cola or Nike – well-known
brands that are already established and just want to remind as many people as
possible that they exist.
is a little more targeted than awareness and is more likely to increase
engagement. It uses ads that motivate customers to interact, whether by liking
a page, clicking a link, or entering a contest.
is by far the most direct type of ad campaign. The point of a conversion
campaign is to convert ads to sales. This method is meant to bring the customer
straight to the point of making a purchase. This works best with people who are
already thinking of buying your product, and just need one last push to commit.
which ad campaign objective is right for you? It all depends on the state of
your company. Awareness campaigns aren’t the best for newer companies because
they don’t encourage as much engagement, and the payoff is slower. Conversion
isn’t the best choice for newer companies, either, because people need to be
familiar enough with your product to want to buy before they’ll be pulled in by
a conversion campaign.
Now, each of the
three main categories of ad campaigns has several pieces. Let’s go through
Brand Awareness: The goal of brand
awareness is to reach as many people as possible who are likely to connect with
your brand. This is a more targeted awareness campaign that allows you to focus
in on certain demographics. You can narrow down your potential customers by things
like age and geographic location.
The goal of reach
is to share your ad with a certain number of people, regardless of who they
are. Reach isn’t very targeted; it’s just to get the ad out in the world for
people to see. For example, I don’t drink Coca-Cola, but I see the ads
constantly. Even though I’m not a Coca-Cola buyer, the brand is trustworthy in
my mind because I see it so much.
Now let's walk through the subtopics of the consideration category.
Traffic: The goal of traffic is to drive people to a
destination. This doesn’t just have to be a Facebook page. It could be a
website, or a blog, or any other page related to your company. With traffic,
you just want as many people as possible to click.
Engagement: The goal of engagement is to get people to
interact, or engage, with your Facebook post or page. This can include
comments, likes, shares, RSVPs to events, and even offer claims. One of the
advantages of engagement is that it’s easy for your customer. Usually, all they
have to do is click a button to “like”
or interact in other ways.
Installs: The goal of app installs is to send people to the
app store where they can download your application. Once people download the
app, you can later make money on in-app purchases or by letting other companies
advertise their products on your application.
View: The goal here is obvious: get people watching a video. The video could
be anything from behind-the-scenes footage to a product launch campaign to a
customer service story. People buy with their eyes, and funny or interesting videos
are a good way to get customers to engage.
Generation: The goal of lead generation is to collect the
contact information of people who are interested in potentially becoming
customers. When you have a person’s information, you can start building a
relationship with them, and start marketing value to them.
Messages: The goal of messages is to get customers to
engage directly with the brand. When a person clicks a button, it takes them
directly to the Facebook Messenger app. Usually, an automated message will
appear, such as, “How can I help you?” or “Hey, did you have any questions
about our product?” This is a very direct, personal way of engaging with
Conversion is the most focused on getting the sale. Here is a breakdown of the three main sub-categories of conversion.
The goal of conversions is to get people to take high-value
such as providing their billing information or buying your product.
These campaigns tend to be more expensive, because it takes more work to get
customers to a point where they’re willing to commit to a purchase.
Sales: This takes your customer straight to your store catalog on Facebook
when they click a targeted ad. If someone clicks on one of your ads, they’ll be
directed to your Facebook shop. From there, if they click on an item, they’ll
be taken straight to an e-commerce site or to your Amazon store.
Visits: The goal of this method is to direct people
straight to your brick-and-mortar store. Rather than an online catalog with
coffee mugs and coffee beans for sale, they’ll be directed to your coffee shop.
The ad itself might say something like, “Click here for 20% off your first cup
of coffee,” and when the person clicks, they’ll receive a downloadable coupon
to use in-store.
is all just an overview of the many facets of Facebook ad campaigns, but the
main point is this: when you understand the objective of your company and the
sales funnel customers go through before they buy your product, picking an ad
campaign is so much easier. Understand what you’re trying to do and pick the
right ad campaign to help you succeed.
4 Facebook Ad
Build Facebook ads that bring you customers!
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Married a pearl. Fathered 4 miracles. Fired his boss. Turned a single dime into $104,857. Today, a self-made millionaire, Seth and his team of 8 badass coaches teach entrepreneurs how to build passive income on Amazon.
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