Facebook Ad objectives are the key of any Facebook campaign: the target controls your bidding choices, your ad unit choices, and, the method your campaign has to be optimized. There are 13 campaign objectives to settle on, but not a lot of supporting content to assist build that choice.
Because of this, getting started with Facebook can be a little bit overwhelming. I remember back when I was setting up my first Facebook Ads account – I looked for tips or guides that would help me to find which objective was the best fit for my use.
Unfortunately, What I found was:
- Facebook’s own guide leaves a lot to be desired. It gives a short overview of each objective and loosely groups each objective into a single area of the funnel. Suffice to say, it hasn’t been updated in a long time – at least not in a meaningful way.
- Any other guide that I found was just a re-purposed version of Facebook’s guide. Sometimes with higher graphic image however, still not useful.
By the year 2020, 85 percent of buyer-seller interaction will happen online through social media and video.Josiane Feigon
Facebook groups their objectives into three parts of the funnel:
While they’re not wrong that the campaign objectives that they’ve grouped into each funnel stage could play a positive role in their respective sections, it’s also really oversimplified.
If you’ve run media before, it’s easy to overthink it – without much solid documentation, it’s hard to validate the decision.
If you’re here, you’re probably as I was – searching for more information about how to use each objective to your advantage without settling for what might seem most obvious.
It’s also really easy to under-think it. The conversion objective, from the accounts that I’ve audited and on boarded, seems to be the foremost common one. It’s no surprise really – given that the objective is called “conversions” and that’s what we all want.
Don’t get me wrong – I love this objective – but using it in the wrong context can be a really expensive mistake. A Guide to Each Facebook Ad Objective will be explained in another posts