Now that you are fully aware of how Facebook Ad campaign works, let’s get into the detail of things. One of the most important part of your Facebook Ad structure is the campaign level and today, I am going to discuss everything you need to know about it.
The campaign level is basically the front-gate to your Facebook Social Ad strategy. It’s where you define what marketing objective are you planning to set as your Ad campaign. So why setting up a marketing objective plays a key role? It’s because they define a user end goal.
What is Your Marketing Objective?
Without a specified goal, your business prospects might be productive but not profitable. Maybe, you will get attention, but you will fail to convert them into potential customers. Facebook works on a similar algorithm, it does populate your online presence, but to convince your audience to purchase your product or service requires setting up a marketing objective.
When you are about to create your first Facebook Ad Campaign, the platform will like you to decide the purpose of your campaign by asking you a simple question,
“What is Your Marketing Objective?”
And here’s where you are going to decide what you are planning to do with your product.
According to David Meerman Scott,
“Instead of one-way interruption, Web Marketing is about delivering useful content at just the precise moment that a buyer needs it”
And by asking this simple question, Facebook sets itself as an example of becoming quite the reason of conformity for Meerman’s statement.
So Let Me Ask You, What is Your Marketing Objective?
The first campaign in the “Awareness Marketing Objective” is Brand Awareness. Why is awareness necessary? Without awareness, you cannot sell your product or service to the large masses. Brand awareness helps you build the right audience around your product.
Seth Godin of HubSpot Marketing defines a brand as,
“A set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another”
So how Facebook plays a role to create brand awareness for your product? It helps you create an Ad that enables specific audiences to understand the nature of your product or service. Brand awareness is a way to create interest among purchasers. It helps them to understand what the brand has to offer, how it can assist them and what are the benefits of using a specific product or service.
Generally, people use a brand awareness campaign to get likes and build traffic on their Facebook page.
If you are thinking Reach is an option you should select to outreach customers so they start paying you up for what you have to offer, then you are wrong. Reach simply is
“I just want to get this message out to as many people as I want.”
Now, this social media campaign works best for individuals willing to create a large audience on their specific page or platform. People, specifically working with causes, communities and launching event, are more likely suggested to choose the Reach option for running their social media ad campaigns.
This option will simply display your ad to a maximum amount of normal people so they can become a part of your social media campaign.
It’s not necessary that you should bias yourself when using this option to publicize your ad campaigns, the option also comes in handy when you believe that a specific ad type is more attractive and engaging. Although, there is a separate Engagement option provided to create engagement; however, if your intention is not to create engagement but to attract the audience for your digital product or service, then the Reach option is a commendable solution for you.
Joel Anderson CEO of Walmart believes,
“You can’t just open a website and expect people to flood in. If you really want to succeed, you have to create traffic.”
If someone like Joel believes that Traffic plays a vital role for your business success, then it is obvious why Facebook places Traffic as the top of the food chain in its consideration column. It is no secret that Traffic is one of the most important marketing objectives on Facebook.
As the name itself suggests, the Traffic option allows you to bring network traffic to your website page on or off Facebook. Irrespective of the fact, how you monetize your website, the aim of this marketing objective campaign is to create network traffic on your platform.
In case if you have a blog where you want to create a readership or perhaps you have an affiliate marketing platform and you are seeking to build the right audience to land sales, then Traffic is your ready option.
The second option on the consideration list is the Engagement option. As the name suggests, the Engagement option target audiences which are very very niche specific and are looking to engage themselves with your product or service. It only brings audiences who are interested in becoming a part of your online proposition.
The Engagement option brings likes, comments, shares and other responses to your Facebook page. These may contain event responses and offer claims as well. Depending on the purpose of your Facebook Ad campaign, you can build an effective audience around your product.
An interesting part of running an Engagement Campaign is that you can focus target your audiences. For example, if you are planning to launch a Facebook page for “Auto Sales and Repair” and you have created a promo video to market your service, you can use that video in multiple ways.
- You can use the video to create post engagements by choosing the Post Engagement sub-option.
- You can use the video to increase your Facebook Page likes by choosing the Page Likes sub-option.
- If you are about to launch an event, then you can use the video to get responses on your event by choosing the Event Response option.
Now, this option isn’t for everyone. If your product or service has a mobile application, then you can make use of this option. If your target audience is mostly mobile friendly and you have an application to suffice their requirements, then the App Install option will redirect your audience to download your application from the specified store.
As you can see there isn’t much to say about this option! So we, will stop right here and move on to the next option.
Just like the Engagement option, the Video Views get more people to watch your video content. One of the most interesting and mind captivating video Ad which I came across was from Toyota Global this year. It discussed about Lauren Woolstencroft, a girl who never learned to give up even though the tide of the time were against her.
Ladies like Lauren make people believe in themselves and Toyota Global realized this fact. It made the most out of this opportunity and created an amazing video surrounding their respective product. As much as people were eager to learn about the Paralympic medalist, they found themselves engaged with the Toyota Global Official Page.
As a result, the video went viral creating a lot of traction so the company could study their audiences. In fact, videos like these leave an imperishable impression on the mind of the audience giving them more space to understand the product better.
Here is a snippet of the video content. This is how your Ad is shown to audiences when you select the Video Views option at the back-end of your Facebook Business Manager.
As you may find yourself wondering why should one opt-in to use the Video Views when you can fulfill the task using the Engagement option. It is true that the Engagement option allows you to share any type of content from an image to a video. But, as far as the Video Views option is concerned, it is specifically more biased and can help navigate your traffic out of the Facebook.
Last but not the least, the Lead Generation is the last marketing objective present under the Consideration heading in Facebook Campaign Tier. As the name suggests, Lead Generation is where the Facebook platform collects potential information on people who are interested in your business and then reach them accordingly.
Here is a staunch example of how Lead Generation works for all businesses. Consider yourself as an online SEO service provider and you are planning to collect potential information on customers who are interested in your service. To do so, you will require a lead magnet. In our case, it can be a short ebook of around 5-6 pages on “10 Ways to Avoid Back-Link Failures” or “6 Things You Should Avoid To Get in Google’s Black Hat List.”
Once, your ebook is ready, all you have to do is run an Ad by giving away this ebook Absolutely free in return of their email address for subscription. Once you have the email addresses, all you have to do is run your email campaign on them. It can be a five-course email campaign, with two hot pitch, two cold pitch with follow-ups. The last email can offer them another lead magnet or you can close it based on your requirements.
However, it depends on what email campaign strategy you have in the pipeline to work with the Lead Generation objective. I hope this gives you a good idea of what is the purpose of the Lead Generation campaign objective and how it works.
To put it in the most simplest words, this campaign is for building your email list.
Now conversions are basically where you want to land things on your website. It’s the place where you want to create value for your business from your customers. If you are planning to sell something, then conversion should be your marketing objective.
In the E-commerce context, a conversion campaign objective is selected when you want to sell your product through a Facebook Ad campaign. If you have purchased anything using Facebook sponsored ads, then I am sure you already know what a conversion Facebook ad looks like.
In case if you don’t, here take a look at it.
Conversions do not only refer to landing product sales on your website, it could be anything that adds value to your online presence. You can get sign-ups on your platform, get people to subscribe on your channel, get people to provide ad payment info or simply create an account on your website.
Product Catalogue Sales
To make use of the Product Catalogue Sales, you will first need to create a product catalog. If you haven’t created one for yourself, Facebook is going to prompt you to create one in order to continue with your Social Media campaign.
To explain how it works, I will assume that you have a Shopify powered store which is currently going to sell products through dropshipping. Now your aim is to run a retargeting campaign on Facebook so you can sell more products to customers who have already made purchases of similar products from either your store or some other store.
Then, in my opinion, the best way to run ads is by using a Product Catalogue sales objective. Now, this objective is quite handy if you have an online E-commerce store to run. Basically, what this campaign do is create a Carousel of potential products in your catalogue and represent it to your target audience.
Imagine a customer visits your store through a Facebook ad campaign and chooses a product but leaves it in the cart and walks out of your store. Now, Facebook works on pixels and if you a pixel trained for your online store, Facebook will automatically pop the same Ad in your target audience Live Feed by changing the catalogue to the same exact product which they were about to purchase, and left off from the cart.
This is just an example of how detailed and precisely the Product Catalogue Sales objective works. And that’s why it is an eye-candy for most E-commerce store owners.
And the last one on our list today is Store Visits. Now, this option is rarely used by individuals because there is a hard chance that you would be selling products online if you already have a physical presence.
However, in case you do, then this option should be definitely considered. In order to use this marketing objective, you will need to fill in your business location information on your Facebook Ad Manager.
The main purpose of the marketing objective is to drive people in person to your storefront so they can make purchases physically.
So, that’s where we wind it all up for this episode. Let’s have a quick look at what we learned today.
- We understood the basics of marketing objective in Facebook Campaign Level Tier.
- We understood that there are three marketing areas to focus on; Awareness, Consideration, and Conversion.
- We looked into the details of the Awareness Campaign objective and learned about Brand Awareness and Reach
- We looked into the details of the Consideration Campaign objective and learned about Engagements, Video Views, Traffic, etc.
- We looked into the details of the Conversion Campaign objective and learned about Conversions, Product Catalogue Sales, etc.
I hope y’all had a good read today. I will soon be launching another episode in my Facebook Marketing Course, and this one is going to be a bit debatable. I will carry out my debate on Page Post Conversions and Website Conversions.
I also mentioned the term training pixels which must have caught your attention. Surely, I will be providing you a brief introduction on Facebook Pixels and help you understand them.
Have a happy week, till then… Cheers 🙂