Most local businesses should advertise on Facebook. That’s what I believe, and the
evidence backs me up. It’s cost-effective and, if you do it right, it can help your business to grow.
Easier said than done. The issue is that while Facebook ads are effective, a lot of local business owners don’t know which objectives to choose for their ads. Choosing the wrong objective may lead to a low return on your investment and the feeling that you’ve wasted money.
With that in mind, here’s my rundown of Facebook ad objectives to help you understand which objective makes the most sense for your business.
What are the Available Ad Objectives on Facebook?
For these can you please place the icon next to each objective? Not sure if facebook has the icons there or not.
When you create an ad for your business on Facebook, you can choose from 11 objectives divided into three categories: Awareness, Consideration, and Conversion. Let’s review them.
1. Brand Awareness
These ads generally do not get a high clickthrough rate because their objective is to make people aware of your brand. They are best used as the first step in a campaign to attract new customers.
2. Reach
If you want to get your ad in front of as many people in
your target audience as possible,
this is the objective to choose. Here again, you may not get a ton of engagement, but you will be sure that your ad appears in your target audience’s feed.
3. Traffic
Traffic ads are designed to direct more traffic to the URL you choose, usually a link on your website. Facebook tracks only the number of people who click on your links, meaning that you’ll need to track conversions separately.
4. Engagement
On Facebook, engagement means likes, comments, and shares. If you want to get more people to engage with your content, this is the ad objective you should choose.
5. App Installs
This one’s self-explanatory. If you’ve got an app to sell or promote, chose App Installs as your objective.
6. Video Views
Have a video to promote? Choose the Video Views objective to get more people to
watch your video. This objective is ideal for product demo and explainer videos.
7. Lead Generation
If you’ve got a great lead magnet to promote, the Lead Generation objective is ideal because it allows the people who see your ad to opt in and get your lead
magnet without leaving Facebook.
8. Catalog Sales
Another ad objective that may be effective when targeted to people who already know your brand is the Catalog Sales objective. You can use it to connect Facebook with your product catalog and display individual products to your audience.
9. Conversions
If your goal is to get more people to take a specific action, such as adding an item to their cart, buying a product, or RSVPing to an event, this is the ad objective to choose on Facebook. It works best when targeted to people who are already familiar with your brand.
10. Messages
Message ads are designed to get more people in your target audience to message your
business on Facebook. They can be
useful if you want to initiate conversations, answer questions, and nurture leads.
11. Store Visits
If you have a brick and-mortar store, this ad objective can help you entice more local customers to visit your store. To use it, you’ll need to make sure that your business location(s) are accurate in Business Manager.
You should think first about which objective you want to achieve. Then, choose the ad objective that will help you get there.
