Creating a Facebook campaign starts with defining its goal. There are 11 options on the screen, in each of which displays are effectively optimized for different user actions.

Which campaign goal is right for you

Brand recognition.

Your product has just entered the market, and you want people to know about it? It is the option for you. Facebook will optimize ad recall gains among users. A small automatic survey allows you to check how many people remember about your brand.

In Brand Awareness, you cannot limit the frequency of ad impressions. If you need this setting to expand your reach, use the following target.

Tip: Set up broad targeting. It will make it easier for the algorithm to find people who are more likely to remember the ad.

Coverage.

An option similar in purpose to the previous one. The difference is that it aims to reach as many unique users as possible with a minimum CPM. To not waste impressions on the same person, you can set their frequency and the interval between them.

Traffic.

Suitable for those who want to attract new users to the site. When you select this goal, your campaign will generate the most clicks on the lowest CPC.

Tip: To improve the quality of your traffic, use the landing page view optimization. It will allow the system to show ads more often to users who will wait for the site to load.

Conversions.

A goal that brings as many conversions as possible. Requires the correct installation of the Facebook pixel on the site and setting up events to track the desired actions. It is possible to control the maximum cost of the selected conversion.

Tip: if it is difficult to register events, use their automatic configuration manually.

Application settings.

Using this goal, you can customize your ads to show to the audience most likely to install your app. There are targeting devices, operating systems. Moreover, you can optimize not just for installs but also for conversions in applications.

Selling goods from the catalogue.

Solution for online stores. Ads are generated automatically from products in the e-commerce catalogue. Can use the target for both targeting new users and dynamic remarketing. To connect it, you need to install a pixel on the site and add a product catalogue to your business page.

Generation of leads.

Advertising that collects data from users who are interested in your offer. The contact form appears right in the ad. Data can be automatically substituted from a profile on a social network or entered manually. Single and multiple-choice questions are supported.

It must contain all the basic information about the offer, as well as a link to your privacy policy.

Tip: The contact form can be integrated with a CRM system or an email newsletter service. This way, you do not have to transfer the collected data yourself.

Involvement.

Allows you to raise the page activity in several ways:

• Promotion of publications. Increases the number of reactions, comments, and video views for existing posts. One of the cheapest ways to advertise on Facebook.
• Video views. With this option, you can control the opinions and inspections of video publications. Tip: Use the ThruPlay billing model to pay for 15 seconds of continuous viewing. By launching a video of this length, you will only pay for its total views.

• Likes. Option to increase the number of subscribers. Briefly describe in your ad how your community is valuable and unique. By clicking the “Like” button, the user will automatically subscribe to his updates. Tip: For targeting, use a portrait of the page’s existing subscribers. If the community is new, start with a broad audience, refining characteristics as you get results.
• Answers to invitations. Choose this goal to get users to your event. You will pay only for those who marked him with the “Interested” button. After that, the event will appear in his friends’ feeds, which will expand your reach. Tip: work out the event page in detail so that users do not have questions about its purpose, program, and cost.

Messages.

Use this option if the sales cycle requires communication with the client. Ads will be seen more often by those users who are more likely to text you on Messenger or WhatsApp. Therefore, it is essential to explain in the ad how you can help the interlocutor.

Tip: Don’t miss this opportunity to talk about the benefits of your product. To save time, connect a chatbot. It will also help you identify the needs of potential customers and collect their data.

Visiting points

The goal is to attract users to offline stores. With the right analytics, you can measure the impact of advertising on visits and purchases at physical POS. You can add the store address, map, and phone number to your ad.

When tracking visits, Facebook uses some signals:

• Information shared by users who have enabled geolocation on their device (depending on the permissions they have set);

• Third-party satellite images and mapping data showing the boundaries of your points;

• Filtering of people who work in stores or pass by them.

A quick tip: Use location targeting to define a radius around each point.

Best practices for setting up Facebook ads.

Whichever goal you choose, the following tips can help you set up targeted Facebook ads correctly.

Start with the result. Always ask yourself what kind of ad result you want to get. Based on your answer, select the appropriate campaign objective. The quick guide above will help you with this.

Automatic placements. When choosing them, do not limit the possibilities of the site. It will make it easier to optimize your campaign.

Broad targeting. Start impressions with a wide audience, and after analyzing the first results, highlight the best segments.

Describe the benefits briefly. If there are many benefits, divide them into multiple ads.

Connect the Facebook pixel. With it, you will have more optimization options available and, consequently, a broader reach of the target audience.

Optimization of the campaign budget. This feature will allow the system to reallocate funds to better-performing ad groups automatically. It will soon become mandatory, and you should get used to it now.

Let the campaign train. Don’t change the settings too often. After each change, the campaign starts learning again, moving you away from the desired outcome.

Don’t limit the maximum cost. The marginal rate hinders optimization, so it is best not to assign it. It won’t make ads cheaper. If the limit is too low, there will be no impressions.

The maximum bid is not the total price. You participate in the auction with the top offer, and the total cost is deducted for the result. Often it turns out to be lower than the maximum rate, the value of which can be assigned several times more than you are willing to pay.

Thus, on Facebook, almost any business will find the right tools to implement their strategy. The main thing is to define the goal clearly and not interfere with intelligent site algorithms to optimize impressions.