Overview of FacebooK Advertising Target Strategy
The first step in Facebook advertising, how to choose advertising goals?
Why choose the right advertising target?
I have to say that Facebook advertising is a novel adventure, and a platform with a monthly active volume of close to 2 billion makes us full of imagination.
However, I am more worried about advertisers who have no idea. For them, another 2 billion monthly live count is of no use. The reason is that advertisers lack understanding of advertising goals. Some advertisers vote for Facebook ads in order to increase sales and potential customer information. They fail. Why? It is true that they have done a lot of diversion work, but increasing sales and obtaining potential sales information and pure diversion are completely different concepts.
For example, this is an Adidas advertisement. This is an advertisement that is not effective for small businesses. Adidas is obviously using a sense of presence. Will it really increase its sales? Large companies do not care about this improvement.
But it is different for small businesses. If a small business throws such excellent advertisements, it is a high probability event that all advertising expenses are wasted. Without CTA, not only can’t increase sales, but it will also cause many people to lose track after seeing it. So before you do Facebook advertising and prepare to spend money, you must be very clear and choose the most suitable advertising goals for you.
Three types of Facebook advertising goals
- Awareness: At the stage of brushing your presence, let others know your brand and what you do.
- Consideration: At this time you are ready to solicit customers, guide your audience to visit your website, and leave their footprints to accumulate energy for the conversion phase.
- Conversion: In the conversion phase, you want your audience to complete a certain behavior, such as registering, shopping cart, placing an order, downloading data, etc.
When you start advertising, you can choose more detailed options under these three advertising goals.
What is the advertising effect under a certain advertising target strategy? You need the following important key indicators:
- Conversion rate: Conversion rate-the percentage of the target audience completing a certain behavior you set
- Frequency: The average number of times the same ad is shown to the same target audience
- Spend and return on ad spend: Will tell you whether this advertisement has brought benefits, and whether the benefits have covered the cost of the ad itself
- Cost per click and CTR: Click-through rate-the percentage of the target audience who clicks on the ad link. Unlike the conversion rate, not everyone who clicks on the ad can convert
- Cost per action: The cost of completing each order, this key metric helps manage your advertising budget
These key indicators advertising key indicators and its data analysis will be explained in detail in the Facebook marketing advanced course.
Choose the right advertising target in detail
When setting up a new advertising campaign on Facebook, the first step is to choose an advertising goal-the purpose of choosing an advertising goal is to let Facebook know what results you will get with these budgets. It can be conversions, leads, website traffic, page likes, etc.
What kind of advertising target you choose will affect the target audience, optimization options and advertising types. Therefore, you can only choose one goal per campaign. If the target you choose is Traffic, your default bid will be a charge per click, and FB will get as many clicks as possible at the best price to optimize ads.
1. Brand awareness-promote your brand
When you choose brand awareness as the goal of your campaign, ads will be optimized to reach as many audiences as possible, and these audiences will be more likely to pay attention to your ads.
When to choose brand awareness advertising?
If you need to spread your brand, Brand awareness is a good choice, but it does not necessarily require more traffic or conversions on the site. Choosing brand awareness advertising goals means simply buying and optimizing impressions.
Tip: Please consider using traffic or conversions advertising goals instead of brand awareness. When choosing traffic or conversions goals, brand awareness has already been done indirectly, and the target audience that ads reach are those who are more likely to become customers.
2. Reach-show ads to as many people as possible
The goal of Reach is to make ads reach the largest number of audiences. Through Reach advertising goals, ads are optimized to get as many impressions as possible, regardless of the audience’s subsequent behaviors including clicks and what behaviors are completed on the landing page. Please do not confuse the types of Reach ads with Reach and frequency. Reach and Frequency is not an advertising target. It is just a different way to buy Facebook impressions. Using Reach ads will ensure the reach of ads as much as possible. Contrary to Reach and frequency, Reach ads can target custom audiences and multiple countries/regions within an ad group. The biggest advantage of Reach ads is the ability to limit the frequency to ensure that the ads are not always shown to the same person.
When to choose Reach?
The great thing about Reach advertising is that it ensures that almost anyone in the target audience can see our ads. For example, Reach ads can be used as a weapon for remarketing. In the remarketing process, because we are targeting past visitors or buyers, there is no need to optimize conversions or clicks. In this case, using Reach ads will be more useful. It ensures that our ads are displayed. To target audiences who are likely to convert.
You can use the audience development tool ADCostly, where you can expand to more interests by entering your interests, thereby reaching your audience. I can see the specific audience quantity and CPC and CPM price of each interest in detail. The following is the audience I got about RPG:
3. Traffic-Let more people reach your website
After choosing the Traffic advertising goal, your ads will be optimized-showing ads to users who are most likely to click and visit the site (but not necessarily specific actions on the site). The goal of Traffic ads is to click, regardless of the specific behavior of the visitor on the site.
When to choose Traffic?
When your main goal is to get more people to the site, and you do not expect them to take certain specific actions, traffic targeted advertising is appropriate. For example, if there is a blog post you want more people to read, and visitors browsing the page will bring higher value than they subscribe to the blog.
4. Engagement — Let more people participate on Facebook and integrate into your brand
Engagement goals actually include four different goals, the main goal is to focus on participating in brand interaction: Post engagement, Page likes, Event response and Offer claims.
Post engagement-enhance the interaction between the post and the audience
Let more people see and participate in any of your page information. Choosing Post engagement is to click the “Boost post” button directly on your Facebook homepage.
By publishing Post engagement ads, Facebook will show your ads to users who are most likely to like, share, and comment based on your target audience, bid, budget, and ad relevance, and at the optimal price.
When to choose Post engagement ads?
Post engagement ads are only suitable if there is a post on the Facebook page that you specifically want to promote
Please note-if the purpose of post promotion is to get audiences to visit your website, traffic or conversions goals are a better choice. Compared to Post engagement ads for getting more likes, comments and sharing, they are themselves optimized to allow The audience goes to our Landing Page (landing page).
Page likes — promote your Facebook page
Make more people like your Facebook homepage-When using the Page likes goal, the ad is designed to get more fan attention and does not contain links to your website.
When to choose page likes ads?
- When you only need to get Page likes,
- You don’t have a proper website,
- Do you think the Facebook page is the best way to display your business online,
- In addition, I do not recommend Page likes ads.
Page likes is no longer an asset that can see any movement of you as long as you like it, because according to the current Facebook algorithm, Likers will hardly see your page posts unless they are covered in the form of advertisements.
Tip: Use Traffic or conversions advertising goals to get Page likes at the same time that it will get the target audience traffic to your website. Note that many people will click on the “page like” button of the ad instead of the actual landing page button.
5.Video views- Let more people watch your video, choose the video to watch
Your video ads will be optimized-get as many video views as possible at the best price.
In a video viewing campaign, you can choose how to optimize your ads. It can be clicked on the video content or watched at least 10 seconds of video, which can be optimized according to the percentage of the video being watched. Of course, choosing a video longer than 10 seconds or a high percentage will result in fewer views, but it can ensure that you only need to pay for the actual number of video views.
When to choose Video views?
Video viewing ads are very suitable for targeting “Cold audience”, which means that these are potential customers who are not yet familiar with your brand, offers or products. After the Cold audience watched the video, according to the degree of video participation, the corresponding custom audience was created and bombarded with different advertisements.
Tip: You can also use traffic or conversions to target advertising to promote the video to get more traffic and conversions. If this is your goal, it will be better than pure video watching targeted advertising.
6. Lead generation-collect more potential customers
Lead generation ads allow you to obtain information about potential customers directly on the Facebook news feed. This type of advertising does not need to direct users to your website or landing page. Lead ads can only appear in the News feed on Desktop and Mobile, and they look exactly the same as conversions ads, but there is one big difference-instead of sending traffic to your website after clicking, a form will pop up. Allows you to collect details like name, email, phone number, etc. you want to know.
ADCostly can view the advertising costs of different placements, as follows:
How to create a Lead form?
On your Facebook main page setting, click “publishing Tools”, then click “lead ads forms” in the left sidebar area, click “Create”, and set the detailed information you are sure to collect.
When to choose Lead generation?
According to our experience, the conversion rate of Lead ads is much higher than that of conversions ads, especially mobile Lead ads on mobile phones. Lead advertising is especially suitable for products and services that require a complex procurement process and require sales promotion.
Tips: Because the lead advertisement is effective in obtaining potential customer information, low-quality user information is mixed into it. If your Lead advertisement works well, it is recommended that you test the quality of users from time to time.
7. Conversions-Attract more action on your website
Conversions may be the most important and effective advertising target provided by Facebook. Only when Facebook Pixel is installed on your website, the conversions you define will be tracked and optimized.
The purpose of Conversions ads is to increase your sales, registrations, purchase behavior or any other user actions you want. You can define what conversions are required in the ad group settings, and Facebook will optimize its algorithm accordingly to get the most conversions at the best price based on your bid, budget and target audience.
In Conversions ads, Facebook will display ads to target audiences who are more interested and more likely to complete conversions. Generally speaking, Facebook will only optimize one conversion goal, but it will still track all other conversions you set and display them in your statistics.
Tip: But it usually takes about 20–30 conversions per day to be able to reflect the magic of the Facebook algorithm, so choose to optimize the conversion that is most valuable to you, such as “Checkout”, but only if it has about 20–30 conversions per day. You can use the “checkout” conversion. Otherwise, try to start with the “add to cart” conversion goal. When the conversion goal reaches a certain value, you can go up one level to the “checkout” goal.
When will Conversions advertising be carried out?
Conversions ads can attract more users to perform actions on your website, such as registering, purchasing, downloading e-books or any customized conversion content. Using conversion ads is my preferred method. Facebook conversions ads are the most effective way to pay for your conversion rate and sales.
8. Product catalog sales-dynamically display your products
Facebook allows you to create product catalogs through BM (Business Manager)
Creating a product catalog allows you to dynamically add ads to generate ads, so you don’t have to manually create product ads.
When to choose Product catalog sales?
Product catalog sals are great for e-commerce. These advertisers sell various products at the same time and update their product catalogs frequently. For example, if you sell clothing products and face so many products, manually advertising various products may be very tricky. And choose Product catalog sales, Facebook will dynamically display your products.
To Sum Up
- Facebook has three types of advertising goals
- Knowing several key indicators will help you make the right choice of advertising targets
- Only by understanding the specific role, limitations and advantages of advertising goals can you choose the most suitable advertising goals
In the end, if you place an advertisement, you must use the Google Expansion Calculator, which can help you quickly return to the advertising effect and avoid cost losses.
