Determining the Best Facebook Advertising Objectives

Facebook marketing is a highly rewarding way to expand your brand’s potential. While its relevance should not be overlooked, fully taking advantage of what Facebook has to offer can be a daunting task. An efficient Facebook advertising agency will help you use the social media platform to properly achieve your set conversion goals. Below we’ve listed advice for successfully getting the most out of your Facebook marketing experience.

Choose an Objective

First things first, before you can begin creating your ad on Facebook, you need to select one of the available objectives. There are currently 13 objectives to choose from, each having a slightly different function. The overarching goal of your Facebook marketing campaign should determine the objective that you select. Whether you are focused on brand awareness, clicks to website, or even conversions, being specific in your selection is extremely important. Once you have chosen the perfect objective for you campaign, it’s crucial to keep in mind that Facebook optimizes your advertisements based around this selection. This process is critical in achieving the best possible results and should be thoroughly considered.

Determine Ad Type

After your objective has been decided on, you then need to pick a specific ad type. One of the most popular ad strategies offered by Facebook is that of the boosted posts. Boosted posts are optimized towards achieving maximum engagements with your brand, such as likes, comments, and shares. Remember that the popularity of a specific ad type does not necessarily guarantee its success for your specific brand. Putting into play another ad type might be an option to consider if your brand is focused on more towards conversions than engagements. The ad type selected should change to properly accommodate the previously decided on objective.

Adobe and Thermo Fisher Scientific ran a recent test to compare different ad types. A newsfeed ad versus a boosted post and a newsfeed ad versus a carousel ad were compared. The end goal was to see which type worked better for reach and engagement. Using the same image, copy, target audience, and spend, each simple advertisement ran for a period of one week.

The first test resulted in a surprising 101{bfa23e0adf5035fdfa71191ffe91e54dd073cdba85c1f10af47dda85ac37f507} more reach from the newsfeed ad than the boosted post. Results came back similarly with impressions, showing almost 200{bfa23e0adf5035fdfa71191ffe91e54dd073cdba85c1f10af47dda85ac37f507} more on the newsfeed ad. When it came to likes, comments, and shares, the boosted post outperformed the newsfeed ad by 80{bfa23e0adf5035fdfa71191ffe91e54dd073cdba85c1f10af47dda85ac37f507}. This came as no shock, though, considering these style posts are aimed towards the goal of engagement. This goes to show that your ad type plays a significant role in helping achieve your objective, and ultimately handing your brand its desired success.

A Facebook marketing agency, such as Bright Age, can help you focus on running the best possible ad campaign. Selecting the right objective followed by the most suiting ad type can be challenging, but ultimately this is what will make or break your online success.