Facebook Ads 101 – Choosing your ad objective

    Facebook Ads 101 – Choosing your ad objective

    I’m starting a series of blog posts on Facebook Advertising called Facebook Ads 101. In this first episode, it’s about the basics – choosing your ad objective. The following posts will explore the possibilities in targeting, choosing your creative and using Facebook Insights to get the best out of the ads.

    When logging in to your Facebook Ads Manager dashboard (this one appears when you have your own Business Page) and clicking “Create Ad” in the top right corner, you will probably come across this window:

    This is the first step in creating your Facebook ad

    Here is where Facebook will ask you what is it that you want to achieve with your ad. I will explain each of the objective in detail.

    Boost your posts

    This is where you get your followers to engage more with your posts. You would choose this objective to already created and posted update and to get more “paid” reach. This usually happens when a post needs more visibility on Facebook or the content is of great importance. It’s not rocket science to know that Facebook nowadays minimizes our organic reach of updates that we share with our fanbase. This objective, although paid, helps the post to get more “eye-balls” and reach new audiences that we can create.

    One note, you can also create a new post within this objective or use an already posted update on your timeline.

    Promote your page

    This ad serves the purpose of getting more Page Likes to your business page. Here is where you create a photo or video ad describing your page with a call to action button to “like” your page. It’s always useful to have such campaign running throughout the time, to ensure you achieve a steady growth of your following.

    The ad is displayed on people’s timelines basing on their location, age, gender and interests. You choose the targeting of the ad, to make sure you get the followers that have the potential to really like your page.

    Send people to your website

    Here Facebook enables your target audience to leave the Facebook environment to visit your website. This ad advertises your www. page or particular sections of the website, e.g. a newsletter sign up page or your online store. Your ad is targeted based on people’s age, gender, location, interest as well as custom audiences and lookalike audiences features mentioned later.

    Facebook enables to your pick a call to action button, such as “Watch More”, “Sign Up” or “Shop Now”. What matters here is how many clicks to your website are counted and at what price.

    Increased conversions on your website

    This is a more advanced way to advertise your website and get more data out of it. “Conversions” do not mean finished orders here, as to many of us other KPI’s such as newsletter registrations are more important. This ad is not focused on getting traffic to your website, but the step after.

    When clicking on this objective, you need to type in the website address that you want to direct people to, and choose the “conversion”: checkout, registrations, leads, key page views, adds to cart or others.

    Think about your objective carefully – when redirecting people to my X landing page, what do I want them to do exactly?

    Is it about playing the video? Is it about registering for an event? Or is it about clicking on a particular link to re-direct them somewhere else?

    Once your “conversion” is known, it’s a good idea to create a conversion pixel, which Facebook can make for you. Depending on your conversion, Facebook will send you a piece of code that you can paste on your landing page for better tracking of your ads and conversions. More about this topic is coming in the following episodes.

    Get installs of your app

    This ad shows up on your target audience’s timeline describing your game or app. Clicking on such an ad starts installing your app on people’s devices.

    Therefore it’s smart to choose the location of displaying this ad – you can choose from desktop, mobile device or tablet.

    Increase engagement in your app

    Just like in the website conversions ads, this one enables your target audience to take a step further once they’ve installed your app. You can redirect your traffic to specific places within your app, such as registrations or download pages.

    Raise attendance at your event

    Here, you can either “boost” your already created event or just create a new event within the Ad creator. This ad will appear on people’s timeline as an event, meaning it will display an event picture, title, date and a call to action button. It’s a great way to promote your offline activities, such as a blogger event, festival, store opening or sale.

    Get people to claim your offer

    People who already like your page will see the offer that you create. What is an offer? It can range from anything like discounts, giveaways to store sales. You can claim your offer either within Facebook or in the physical stores. An ad can be helpful to get more reach to your offer or promoting it to new audiences.

    An advantage of such an ad is twofold – more people get to claim your offer by visiting your website but also – looking at your Facebook content and in result, liking your page.

    Get video views

    Using videos is a great way to promote your business and get more engagement. This ad is usually great for promoting your Facebook page, but it can also be a part of your video pre-roll campaign, e.g. a movie trailer or a teaser for a big event or product launch.

    Here, you can upload your video directly to Facebook in Ad editor or choose from the videos you might have already posted on your page. Make sure you follow the video guidelines here.

    So, that’s it! I hope I explained the objectives clearly and from now on it’s not a scary step to take. I suggest experimenting with different objectives to see what you can get most out of it. Welcome to the world of Facebook advertising!