Facebook Advertising Objectives: Reach
In advertising, one of the first thoughts any advertiser has during the planning process is how many people will see my ad? The number varies per type of ad, and when we dive into the world of Facebook Advertising, the number varies not only by type of ad, but objective routes and more.
Social media advertisements allow you to reach a massive population like never before. In the past two Facebook Advertising Objective blogs, we learned about Brand Awareness (drives awareness to your brand and estimates the number of people to recall it) and Store Traffic (drives foot traffic to your physical place of business), objectives that both optimize for very specific outcomes. This post, we will discuss an objective that maximizes the number of people seeing your ads: Reach.
What is Reach?
Facebook offers the Reach objective as a campaign option in Facebook Advertising and allows an advertiser to display an ad to as many people as possible within a target market. It optimizes for the maximization of the audience who sees an ad.
Building out a Reach campaign allows an advertiser to set a frequency cap, giving the ability to set the number of times a user will see an advertisement within a set period.
Typically, the best frequency to set is 1–2 impressions every 7 days. Though there is no frequency limit, advertisements are shown to fewer users if the cap is set over 3–4 times per 7 days. Higher frequency caps can also lead to poor ad delivery or performance.
Setting a lower frequency can help avoid the delivery of an ad to the same audience. It leads to potentially spending a campaign budget more wisely because rather than paying to show an ad to the same market, the Facebook algorithm will continuously learn to reach a broader audience.
Like many other objectives, the Reach objective poses the opportunity to bring users to a company’s website through the use of CTAs. This objective is the only one that has a “Call Now” CTA, which is a very beneficial tool to use if you are looking for more direct calls into your physical place of business. Other popular CTAs the Reach objective offers include: Save, Learn More, Apply Now, Book Now, Contact Us, Download, Get Directions, Shop Now, See More, Get Directions and more.
Why Business Owners Should Use the Reach Objective:
Because Reach campaigns optimize to reach the masses, business owners should use this objective when they’re looking to reach as many people possible within their given target market. The delivery options allow an advertiser to have a great amount of control over who sees an ad and how often they see it. This provides great potential for heightening brand awareness, which could lead to potential website visitors, more page traffic, leads, sales, and more.
Business owners who haven’t received many calls to their store, shop, service, etc., can use this objective to optimize for more phone calls, prompting a user to call directly from the ad in the mobile view. The “Call Now” feature allows the user to click a button and have a phone number pop up to call directly if they are browsing from Facebook on their mobile device.
If you are a business owner who is relatively new to social media or just created a brand new website, the Reach objective provides great possibilities. Because of the control an advertiser has over who sees an ad, how many times, and more, Reach campaigns allow for growth of the brand to a broader audience in order to tailor it more specifically in the future.
Is Reach the Best Option for Me?
A Reach campaign provides a lot of potential for growing brand awareness, driving users to a website, or prompting a user to call a business. There are many unique features to a Reach campaign that other objectives don’t provide. It all depends on what your end-goal in mind is.
As a business owner, it’s important to have an overall vision of who you want your ads to capture. With that, you can move into determining which objective option is best for you and your business.
Optimize Social Media provides social media & reputation solutions that evolve with our clients. As social media experts we manage Facebook, Twitter, Google, Yelp, YouTube and Instagram accounts for our clients on a daily basis. We help the modern business owner implement a specialized social media strategy so that they can make more money in real life. Enjoy our blog.
