When upgrading to a paid Facebook advertisement, your goal is the single most important consideration. Facebook offers increasingly complex tools, but if you don’t choose the right one for your intended purpose, you might not get your money’s worth. Identify from the outset which part of the marketing funnel you want to address, and Facebook will provide the optimization you need. Let’s take a look at the options.
Facebook Ad Objectives:
If you’re looking to raise awareness, Facebook offers several ways to go about it. If you’re simply looking to connect more people with your brand, you have a couple of options. You could launch a brand awareness campaign, which puts your ads in front of the audience most likely to want your product, or you could do a reach-based blitz, with the goal of accruing as many views as possible. Sometimes, however, geography matters. Local awareness campaigns target viewers specifically based on their location in relation to your store.
Either way, you’ve got a variety of options to showcase your products, including a single photo, a gallery or carousel, or a video—whichever media format is best suited to your product or service.
While awareness is probably the first thing people think of when they contemplate a Facebook ad, don’t stop there. There are many ways to encourage a potential convert to engage with your brand. Facebook offers a variety of call to action options. You can go with something as simple as lead generation through page likes or email sign-up, but there are more creative options, too! You can focus on driving traffic to your site or your app, or change things up by using an event or special offer as your call to action.
Naturally, your ultimate goal is to transition people who view your ads from leads to customers. Facebook is beginning to offer some sophisticated tools to address this goal. While they haven’t yet rolled out everywhere, it’s definitely worth checking into whether these options are available to you.
Conversion ads partner with your actual website, so they require adding what’s known as the “Facebook pixel” to your site code. When you do, you’ll be able to track much more sophisticated metrics, such as whether a lead has added a product to their shopping cart, has viewed the same product multiple times, or has spent a specific amount of time on your site. The strength of Facebook pixel and conversion ads lies in their flexibility. You define the action you want to measure.
Conversion ads can also be geared toward catalog sales; you can use your Facebook ad to showcase products tailored to the individual interests of the lead, such as items they’ve clicked on during their visit to your site.
If you want to drive traffic to your physical store location, you have yet another range of options. You can target ads to customers who live within a specific radius of the store. It’s also possible to customize ad content for the location closest to the viewer. Call to action buttons make it easy to get directions to the store, or phone with an inquiry. Believe it or not, Facebook can even track users with location services enabled on their phones, and give you metrics on how many of the people who viewed your ad went on to visit your store!
Facebook has created a powerful, customizable advertising platform. Clearly articulating your goal will help you choose the right ad, so you can leverage Facebook’s muscle and grow your business.