So you want to run a Facebook ad? You just create a fancy advert and pay Facebook to promote it right?

Not quite.

The very first thing you’ll be asked when setting up your Facebook advertising campaign is to select your marketing objective.

What the hell is a marketing objective?

If you’re asking that….you may not be ready to advertise your business.

Kidding! Sort of.

Essentially, it’s what you want to achieve from your marketing activity - so in this case the marketing activity is your Facebook advertising.

Simple, right?

Now your marketing objectives should align with your wider business objectives - if you have to ask what they are then…you know the drill.

So what marketing objectives does Facebook offer?

In total, Facebook offers 11 different objectives and - handily - they split these across three sections, generally following the structure of common (sometimes referred to as ‘old school’) marketing funnels.

Also known as ‘sales funnels’ or ‘conversion funnels’ (you'll also see variations such as ‘marketing loops’) these stages essentially form your desired customer journey.

There’s a great article on marketing funnels here if you want to find out more.

We'll be taking a look at each section, the objectives on offer within each and why you’d use them for your Facebook advertising campaign.

First up, we'll be looking at the Awareness objectives you can choose from:

Stage One: Awareness

Well, the name says it all here really. Making prospective customers aware of your product or service is generally the first objective for any new business, or indeed an existing business moving into a new market.

There are two campaign objectives under this section:

1. The Brand Awareness Objective

Brand awareness is all about - you guessed it - raising your brand profile.

When might you use the brand awareness objective?

If you’re a new brand, this is definitely for you. It’s an opportunity to shout about who you are and what you offer, getting your name out there and into the minds of prospective customers.

You might perhaps start by targeting the fans of your competitors, highlighting what makes you the better choice.

You may also use this objective if you’re an existing brand moving into a brand new marketplace, e.g. launching in a country you haven't operated in before.

How are you charged for your brand awareness ads?


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

What delivery optimisation options are there for brand awareness?


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

What ad placements are available for brand awareness campaigns?


Brand-awareness_Facebook-ad-placements

What format options are available for brand awareness ads?

  • Carousel
  • Single image
  • Single video
  • Slideshow
  • Canvas

Are you able to run an offer with brand awareness ads?

No

Are you able to include a catalogue with brand awareness ads?

No

Is split testing available for brand awareness campaigns?

No

2. The Reach Objective

The reach objective is all about reaching as many people as possible within your budget.

How does Reach differ to Brand Awareness?

Delivery optimisation is the difference here. Unlike brand awareness, this campaign type isn’t about focusing on people who are more likely to remember your ad, but instead getting your advert in front of as many people as possible.

When might you use the reach objective?

You might have heard about a former Facebook campaign objective known as ‘local awareness’. Reach has replaced this, so if you want to target people in your local area and drive awareness of your physical store - this is the objective to go for.

It’s also a great objective to use if you're an established brand with a new product or service to promote, as you won't need the 'ad recall lift' metric that the brand awareness campaign offers.

How are you charged for reach objective ads?


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

What delivery optimisation options are there for reach objective ads?


  • 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 to limit how many times an individual can see your ad over a given number of days.

What ad placements are available for the reach objective?


Reach_Facebook-ad-placements

What formats are available for reach objective ads?

  • Carousel
  • Single image
  • Single video
  • Slideshow
  • Canvas

Are you able to run an offer with reach ads?

No

Are you able to include a catalogue with reach ads?

No

Is split testing available for reach campaigns?

Yes

Awareness Stage Summary

Awareness objectives are the way to make yourself known and to put your brand out there, establishing your presence in the marketplace.

You shouldn’t be using these campaigns to expect instant results - this is about making enough noise to enable you to pull potential customers into your funnel for you to convert later down the line.

But before conversion comes consideration.

Stay tuned for Part II, where we'll be looking at the objectives Facebook offers under the Consideration stage!

Ready to get your awareness campaigns underway?

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References:

  1. Feed Dough - Understanding the marketing funnel