Okay, you've had a lot of information thrown at you over the last few weeks.

We've compared audiences, ad formats and ad placements - and are about to tackle objectives.

We'll do you a favour though, and break this one down into three parts. Otherwise it could get a little heavy...

What are objectives again?

You know this.

I know you know this. But it can't hurt to recap, right?

Your objective is your campaign goal.

It's what you want to your ads to achieve.

What objectives are available on Facebook and Snapchat?

There are 11 objectives available for Facebook ads, and 9 objectives available for Snapchat ads.

We've covered Facebook objectives in detail before, spread over the three marketing funnel stages.

Thankfully, Snapchat also spreads their objectives over the same stages - which makes life easier.

Can I get a marketing funnel recap?

You sure can. Both platforms categorise their objectives under three stages:

  • Awareness
  • Consideration
  • Conversion

These three stages make up the traditional 'marketing funnel'.

The marketing funnel represents the generally accepted customer journey towards acquisition.

To attract new customers, you must make them aware. Aware of your brand, product and/or service.

Now they've heard of you, you need to get them to consider your product or service. This is where you educate a prospect on what you can do for them, aka the benefits of your offering.

Once they've passed through these two stages - they know who you are, and they're (almost) convinced that what you're offering is right for them. It's time to convert.

This is where you focus on getting your aware and educated prospects to take your desired action.

Over the next few weeks, we'll cover each stage of the marketing funnel - and what objectives Facebook and Snapchat offer under each.

First things first...

Awareness Objectives

As we mentioned above, these objectives are all about making customers aware of your brand or a new product.

What awareness objectives do Facebook and Snapchat offer?

Facebook offers 2 objectives under the awareness stage:

Snapchat offers 1 objective under the awareness stage:

Let's take a look at these in more detail.

Facebook's Brand Awareness Objective

This objective, as the name suggests, is all about raising the profile of your brand.

When would you use the brand awareness objective in Facebook?

This is pretty much a must-use for any new brand, or an existing brand moving into a new market or location.

It's the opportunity to get your name out there and make your presence known. Your chance to shout about who you are and what you offer. Most importantly, it's getting your organisation into the minds of perspective customers.

How are you charged for brand awareness campaigns in Facebook?

  • Impressions (the number of times your ads are served)

What optimisation is available for brand awareness campaigns in Facebook?

  • Ad recall lift (Facebook will serve your ads to maximise the total number of people who will remember them)

What ad placements are available for brand awareness campaigns in Facebook?

What ad formats are available for brand awareness campaigns in Facebook?

  • Photo
  • Video
  • Stories
  • Carousel
  • Slideshow

Facebook's Reach Objective

The goal with this objective is to reach as many people as possible within your budget.

When would you use the reach objective in Facebook?

This is perfect for generating buzz and spreading the word about a new product, service or announcement.

Unlike the brand awareness ad, this isn't so much about getting your name out there. It's the better awareness objective for an existing brand with existing products, wanting to get eyeballs on their ads.

As an example, there used to be a Facebook objective called 'Local Awareness'. Reach has replaced this. So this would be the objective to use if you opened a store for an existing brand in a new area - and wanted to raise awareness to the people that live there.

How are you charged for reach campaigns in Facebook?

  • Impressions (the number of times your ads are served)

What optimisation is available for reach campaigns in Facebook?

  • Reach (Facebook will serve your ads to the maximum number of people, with the option to set a frequency cap)
  • Impressions (Facebook will serve your ads to as many people as many times as possible, with no cap on frequency)

Reach is the recommended option here. The main difference is that you're able to select a frequency cap. This limits how many times an individual can see your ad over a given number of days.

What ad placements are available for reach campaigns in Facebook?

What ad formats are available for reach campaigns in Facebook?

  • Photo
  • Video
  • Carousel
  • Stories
  • Slideshow

Snapchat's Awareness Objective

Snapchat offers one awareness objective. The goal here is to increase awareness of your brand or product.

When would you use the awareness objective in Snapchat?

As the name suggests, this is where you want to either raise your brand profile, or raise awareness of a new product/service.

How are you charged for awareness campaigns in Snapchat?

  • Impressions

What optimisation is available for awareness campaigns in Snapchat?

This differs by ad format:

Snap Ad/Collection Ad

  • Impressions (will deliver as many ads as possible to Snapchatters, based on a specified CPM)

Story Ad

  • Impressions (will deliver as many ads as possible to Snapchatters, based on a specified CPM)
  • Story opens (will optimise towards Snapchatters who are most likely to tap and open your Story Ad in Discover Feed)

Filter

  • Shares (will optimise towards Snapchatters who are most likely to share your Filter via Chat or Stories)

You're able to set a frequency cap for when your optimisation goal is Impressions.

What ad placements are available for awareness campaigns in Snapchat?

All available ad placements, depending on your ad format.

What ad formats are available for awareness campaigns in Snapchat?

  • Snap Ad
  • Story Ad
  • Collection Ad
  • Filter

Facebook's awareness objectives vs. Snapchat's awareness objectives

If you need to raise awareness of your brand or product, you can do so with ease on either platform.

You may think that Facebook gets the win here, because they offer two different objectives in this category.

Well, that's not the case. You can achieve the same Reach objective setup in Snapchat, simply by opting to use a frequency cap with your awareness campaign. That's all Facebook's separate Reach objective actually offers you. This is simply offered within Snapchat's singular awareness objective.

The only real differences between the two platforms lie in the delivery optimisations and ad formats available.

Summary

Both platforms have strong offerings for awareness campaigns.

With the option to limit frequency on both, as well as optimise your goal - you're in control.

You can decide what's most important to you in terms of how engaged you want users to be, and how many times you want them to see your ad.

Both objectives also allow for the majority of ad formats and placements, so you're not restricted here either.

With both platforms offering great audience options - they're excellent spaces to launch your brand or reach new audiences.

Ready to make yourself heard? Ensure you're only spending money on your best ads - and killing bad ones quick.

Start your free TrustAds trial now!

References:

  1. Snapchat Business Centre - Campaign Objectives
  2. Facebook Ads Help Centre - Ads

Further reading:

  1. Feed Dough - Understanding the marketing funnel