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Jonathan Lowther
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Choosing the Right Facebook Campaign

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It is all too common for a conversation regarding Facebook advertising to go like this…

Client: “I have tried advertising within Facebook, but I didn’t see any return on my investment.”

Agency: “Okay, what were your objectives and what was your target audience?”

Client: “I was boosting posts, targeting by gender and age.”

Herein lies the problem….

We all know it’s easy to push the attractive ‘Boost Post’ button in order to transform your sad, neglected post into a superhero enforced upon the masses, thereby triggering a click frenzy on your website. But, I’m afraid to say, you’re wasting your time and money.

Facebook has come up with a delectable menu of campaign types based on your objectives to help you reach the right part of the 1.71 billion monthly active users. In addition to this, they also help you implement a strategy with the end result in mind – whether that’s to generate leads or sales.

Below summarises a few of the most common objective types wherein we have found great success and returns for our clients.

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Lead Generation

No matter how much traffic you send to your site, if there aren’t clear call-to-actions or options for users to submit contact information, then you’re missing out. Lead generation campaigns are great for obtaining personal information that can be utilised in a number of ways, such as Facebook remarketing and email marketing, or to have your sales team follow up the warm lead.

Lead generation ads work by displaying a short form for users to complete once they’ve clicked on the ad. It opens within the Facebook app, which means users don’t have the time to get distracted and aren’t faced with the task of navigating your website; instead, they can simply complete the form within a matter of seconds before continuing that thumb-scrolling crusade on their newsfeed.

Good for: Finding potential customers, signing up for newsletters.

*Note: You will need a privacy policy on your website which states your data-gathering policies.

Clicks to Website

Unless you have a super engaging following on your page that new and existing users would be interested in, or have Facebook Shopping, you’ll probably want to generate more traffic to your site.

The trick with this objective is matching up the offer in your ad and the landing page that it directs traffic too. It’s very common for advertisers to display an offer or point of interest in their ad, but then not display it clearly on their website.

Also ask yourself: why do I want to send users to my site? What is it that you want them to do when they’re there – it may be to drive sales, or just to get traffic. It’s also important to consider how your website functions on different devices. If your website isn’t mobile-friendly or takes a while to load, you might want to fix this before running mobile ads which send traffic to your site.

Good for: Increasing overall volume of traffic to your website, sending users to a specific landing page on your website.

Event Responses

Facebook is becoming the go-to diary, enabling users to see what events are coming up. Facebook Events can sync with personal calendars, and Facebook offers valuable reminders to improve the chance that people remember to attend.

This campaign objective is a great way to raise attendance at your event. Your target audience can display their interest with a simple tap of a button and your event will be added to their Facebook calendar.

Audiences who are well worth testing and targeting for your next event include those in your email database and remarketing lists, as well as those who like your page and friends of people who like your page.

Good for: Promoting a physical or online event.

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In addition to the above objectives, you can also choose from:

Website Conversions: Increase conversions on your website. You’ll need a conversion pixel for your website before you can create this ad.

Page Post Engagement: Boost your posts.

Page Likes: Promote your Page and get Page likes to connect with more of the people who matter to you.

App Installs: Get installs of your app.

App Engagement: Increase engagement in your app.

Offer Claims: Create offers for people to redeem in your store.

Local Awareness: Reach people near your business.

Product Catalogue Promotion: Automatically show products from your product catalogue based on your target audience.

Brand Awareness: Reach people more likely to pay attention to your brand.

Video Views: Create ads that get more people to view a video.

So before saying Facebook doesn’t give you value or a tangible ROI, go through the list above and identify what it is you want from your target audience, and what objectives will help you get there.

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By Jonathan Lowther


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