Often , Fb advertisers put so much focus on their own creative, message, and targeting, they overlook their settings. While, indeed, creative may be the most important part of your own advertising strategy on Facebook, this won’ t drive the results you’ re looking for if you don’ to implement the proper objectives and configurations for your campaign.
Put it like this: overlooking your Fb campaign objective is like Tom Brady showing up on game day plus forgetting all of the plays (which everybody knows would never happen, but hopefully you obtain the point).
In this information, I will break down Facebook’ s strategy objectives and settings so that you understand exactly what features to focus on during setup. I’ ll also provide insights in order to set your next campaign up for achievement.
Selecting your own Facebook ad objectives and configurations
As we know, Facebook’ s ad public sale relies on algorithmic learning to make choices. From who’ s seeing the particular ad to where and when a good ad shows to how much this costs, the algorithm requires a substantial amount of information to make decisions. A person provide some of this information when you setup your Fb audience targeting . But that which settings does the algorithm think about while making these decisions?
- Optimization settings
- Bid strategy
Let’ s begin with your Facebook campaign objectives.
You’ ll see that objective is at the very best of this list. That’ s as this is the first, most crucial decision you’ ll make when creating your new marketing campaign. When selecting your campaign goal, you will be given three options:
While the objective names are usually relatively straightforward, it’ s vital that you understand what your first decision will inform the algorithm:
- Awareness: Look for opportunities to increase my achieve and drive brand awareness.
- Consideration: Find delivery opportunities that will drives engagement and web traffic.
- Conversion: Deliver my ads if you have an opportunity to drive conversions.
After you’ ve chosen your objective, you’ lmost all have a list of subcategories to choose from based on your goals:
Once you’ ve made your selection, the Fb algorithm will review your objective plus match your goal up to the related KPIs, looking something like this:
- Video Sights
- App Installs
- Lead generation
- Conversion rates
- Store Visits
It’ s important to understand what metrics the algorithm will favor, because will be reflected in your campaign functionality.
Now that you’ ve selected your objective and called your campaign, you’ ll go to your ad set. This phase is all about your optimization settings, which will include:
- Optimization event
- Optimization for ad shipping
- Bid technique
The particular optimization event is a key indication of success for the algorithm. This can be a critical decision, because your choice may tell the algorithm what you count number as success for your selected goal. Overtime, the algorithm will learn with this signal and begin to understand the optimal route in ad delivery for your choices.
In the illustration below, each advertiser’ s transformation objective is to drive whitepaper downloading from their campaign. Here’ s the actual choose for their optimization event:
- Advertiser one selects their “ download” transformation event
- Marketer 2 selects their “ seen landing page” conversion event
Which marketer will drive more conversions? That might be Advertiser 1 .
For Advertiser 1, the criteria will look to deliver their ads in order to users that are likely to complete their own download. On the other hand, for advertiser two, the algorithm will optimize simply by delivering their ads to customers likely to visit their landing page. The particular signal gap between a squeeze page visit and a download will make the particular algorithm less efficient in traveling conversions for Advertiser 2 .
With your objective plus optimization event set, you’ lmost all need to select your ad shipping settings. This will range from impressions in order to landing page views up to conversions:
Here, you should select most of your goal and make sure it connections back to both your initial strategy objective and your optimization event.
Bet strategy and budget
After you’ ve established your goals plus translated them into your settings, you should tell the algorithm how much you’ re willing to spend. This is managed by your bid strategy :
It’ s also dependent on your finances:
Each of these configurations for your ad set will move forward the algorithm’ s ability to be successful. Following set up of your ad established, the algorithm goes from finding out how to drive volume for your objective in order to understanding how to effectively drive quantity for your objective.
Time for the analogy
Maybe the significance of taking time to carefully define your own Facebook ad campaign objectives and configurations is best explained with an analogy in order to Target… because who doesn’ big t love a good trip to Target?
Scene: On the whim you’ ve arrived plus walked into the door of Focus on. You have no purchase intentions, and that means you walk in without a shopping list or even goal in mind. Read: you’ lso are missing your objective.
You’ re immediately attracted into the clothing section, because let’ s be honest, who can shun a new sweater or bathing suit (even if it is November)? After adding a number of items to your cart, you mind right into the shoes section, and you begin trying on a few pairs. Tossing your new shoes into the cart, a person venture back into the aisle. A person continue aimlessly, walking through the cooking area supplies and contemplating that Quick fix you’ ve seen in all those advertisements, and then you find yourself in the home decor area. Three more items later, as well as your cart is starting to overflow. A person look down at your watch plus realize you’ ve wasted an hour or so walking up and down every aisle.
Because you never fixed your goal, you didn’ t have the chance to select your own optimal route to finishing your shopping trip at Focus on in an efficient manner.
Now that you’ ve worn out each aisle and you have a full trolley, you head over to checkout. You place your own items on the belt, and the cashier begins scanning your items within. Your new shoes scan through so you see the price:
Because you didn’ t set an objective or ideal path of your shopping trip, you’ re spending way above your own typical focus on cost for any pair of shoes. The items continue to scan via, and your grand total continues to calculate. Hundreds of dollars later, you realize you’ ve spent way too much because you by no means set yourself a budget.
Now, I know this required a while to get to, but what I’ m trying to tell you is this: If you don’ t consider your advertising campaign settings important, the Facebook protocol could perform just like this unexpected trip to Target, aimlessly delivering your own ads and frivolously spending your finances.
In summary, focus on your Facebook objectives and configurations
To build out a successful campaign upon Facebook, you need to take time when choosing your objective and settings to be able to successfully reach your goals plus make the most out of your advertising budget.
If you’ lso are already carefully selecting your configurations or you’ re just searching for more ways to improve your campaigns, test running our free Facebook Grader . You’ lmost all receive actionable insights to help enhance your account performance in just 60 seconds. Plus make sure you stay tuned for part 2 of this post where I will explain to you how to leverage Facebook objectives to produce a cross-funnel campaign strategy.
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