In our last blog, we established that you can't run a Facebook campaign without a marketing objective.

With 11 objectives - and a number of sub-objectives or additional options under each - the amount of choice can be overwhelming.

We're looking at each objective 'stage' in detail, to help you understand what each objective offers and why you'd want to use it for your Facebook campaign.

Now, having already covered the Awareness phase in Part I, this blog will focus on the objectives under the Consideration stage, which provides the largest number of options for Facebook advertisers.

Let's get going..

Stage Two: Consideration

Once your customers are aware of your brand, product or service, it's time to capitalise on their attention, finding a way to engage and educate so they actually consider you as a viable option for their custom.

This is about getting to know your audience and letting them get to know you. Your ads are likely to have more focused content at this stage, targeting the audience(s) that you’ve identified through your awareness campaigns.

There are six campaign objectives under this section:

3. The Traffic Objective

The traffic objective is all about driving clickers to your desired destination, which must be one of the below:

  • Website
  • App
  • Messenger

When might you use the traffic objective?

This is a great objective for helping you to find and channel your interested audience.

If users are drawn in enough by your ad to leave Facebook (e.g. to head to your website, app or messenger) then this is your chance to reel them in and give them a bit more information about your organisation.

As this is still early on in the sales funnel, this might not be the best objective for a hard sell. It's great for sending users to promotional content such as a blog - anything to show your value, your voice, your vibe - without directly selling anything to them.

This is your chance to get your potential customers' attention, to ease them in with something that helps them in your playground (rather than Facebook’s) and then guide them further around your own content.

How are you charged for traffic ads?


  • Impressions (the number of times your ads are served)
  • Link clicks (every time a user clicks your link - only available using link click optimisation)

What delivery optimisation options are there for traffic objective ads?


Website destination:

  • Link clicks (Facebook will optimise to get you the most link clicks to your destination at the lowest cost)

  • Landing page views (Facebook will optimise in order to deliver ads to people most likely to click your ad and load your landing page - Facebook pixel required)

  • Impressions (Facebook will serve your ads to as many people as many times as possible, with no cap on frequency)

  • Daily unique reach (Facebook will serve your ad to as many people as possible but no more than once per day to the same individual)

App destination:

  • Link clicks (Facebook will optimise to get you the most link clicks to your destination at the lowest cost)

  • Daily unique reach (Facebook will serve your ad to as many people as possible but no more than once per day to the same individual)

Messenger destination:

  • Link clicks (Facebook will optimise to get you the most link clicks to your destination at the lowest cost)

  • Impressions (Facebook will serve your ads to as many people as many times as possible, with no cap on frequency)

  • Daily unique reach (Facebook will serve your ad to as many people as possible but no more than once per day to the same individual)

What ad placements are available for the traffic objective?


Traffic_Facebook-ad-placements---web

Traffic_Facebook-ad-placements---app

Traffic_-Facebook-ads-placement---messenger-1

What formats are available for traffic objective ads?

  • Carousel
  • Single image
  • Single video
  • Slideshow
  • Collection (Not available for Messenger destination)
  • Canvas (Not available for App or Messenger destinations)

Are you able to run an offer with traffic ads?

Yes - with the website destination option

Are you able to include a catalogue with the traffic objective?

No

Is split testing available for traffic campaigns?

Yes

4. The Engagement Objective(s)

The engagement objectives are designed to get people to interact with your business content on Facebook.

You have three sub-objectives to choose from:
i) Post engagement
ii) Page likes
iii) Event responses

When might you use the post engagement objective?

This is a common objective for the ‘boost post’ feature.

If you have something that is organically producing better engagement than most of your posts, then it’s the perfect opportunity to capitalise! Your costs are likely to be lower than a brand new post, as Facebook is already confident in the post's popularity.

Additionally, where organic reach on business pages is near non-existent these days, you might use this for an important community post - such as a post asking customers to vote on a new product feature.

When might you use the page likes objective?

The page likes objective is a great option for building your Facebook community and driving more visitors to your page.

The benefit of a larger page audience is that you're able to gain insight from your audience to help with advert targeting, in addition to a better perceived authority from first time users (though you'll need to follow this up with decent engagement, or savvy users will see right through it).

When might you use the event response objective?

The event response ad is a great way to raise awareness of an event you're hosting or get people to sign up to a webinar you might be running.

This would prove particularly useful if you're staging a grand opening of a new office (B2B) or physical store location (B2C) and want to entice new clients and customers to attend.

How are you charged for your post engagement ads?


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

How are you charged for your page like ads?


  • Impressions (the number of times your ads are served)
  • Page likes (every time a user likes your page)

How are you charged for your event response ads?


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

What delivery optimisation options are there for post engagement ads?


  • Post engagements (Facebook will optimise to deliver ads to people most likely to like, share or comment at the lowest cost)

  • Impressions (Facebook will serve your ads to as many people as many times as possible, with no cap on frequency)

  • Daily unique reach (Facebook will serve your ad to as many people as possible but no more than once per day to the same individual)

What delivery optimisation options are there for page likes ads?


  • Page likes (Facebook will deliver ads to people most likely to like your page at the lowest cost)

What delivery optimisation options are there for event response ads?


  • Event response (Facebook will optimise to help get the most event interest at the lowest cost)

  • Impressions (Facebook will serve your ads to as many people as many times as possible, with no cap on frequency)

  • Post engagements (Facebook will optimise to deliver ads to people most likely to like, share or comment at the lowest cost)

  • Daily unique reach (Facebook will serve your ad to as many people as possible but no more than once per day to the same individual)

What ad placements are available for the engagement objectives?


Post-engagement_Facebook-ad-placements

Page-likes-and-event-response_Facebook-ad-placements

What formats are available for engagement ads?

  • Single image
  • Single video
  • Slideshow
  • Canvas (only for post engagement ads)

Are you able to run an offer with engagement objectives?

No

Are you able to include a catalogue with engagement objectives?

No

Is split testing available with engagement campaigns?

Yes

5. The App Installs Objective

No prizes for guessing what this objective is for.. that’s right!
It sends people to the app store to encourage them to download your app.

First things first, you’re gonna need an app. This can be hosted on Google Play, iTunes, iTunes for iPad, Windows Store, Facebook Canvas or the Amazon App Store.

When might you use the app install objective?

When you launch a new app, the number of downloads will impact your app store ranking so you’ll want to use this campaign as soon as your app is ready to download.

With the option to include a catalogue, you might also use this objective for upselling, targeting users that already own your app to encourage them to make in-app purchases.

How are you charged for your app install ads?


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

  • Link clicks (every time a user clicks your link (only available using link click optimisation)

  • 10 second video views (every time a user watches 10 seconds or more of your video ad - only available using 10 second video views optimisation)

N.B.
There is an option to pay per app install, but this has to be ‘unlocked’.

It requires your ad to be built through the Facebook marketing API and your app is registered with the Facebook SDK. Find out more from Facebook here.

What delivery optimisation options are there for app install ads?


  • App installs (Facebook will optimise to get you the most app installs)

  • Link clicks (Facebook will optimise to get you the most link clicks to your destination at the lowest cost)

  • App events (Facebook will deliver ads to people most likely to take a specific action at least once)

  • 10 second video views (Facebook will deliver ads to people most likely to view at least 10 seconds of your video ad)

What ad placements are available for the app install objective?


App-install_Facebook-ad-placements

Are you able to run an offer with app install ads?

No

Are yo able to include a catalogue with app install ads?

Yes

Is split testing available for app install campaigns?

Yes

6. The Video Views Objective

The focus here is on getting users to consume and engage with your video content.

Video is a great way to showcase your brand, product or service and a video view ad will help you deliver your story to the right audience at the right time.

When might you the video views objective?

Well obviously it’s when you have a video share - and more importantly - a video worth sharing.

This might be anything from branded content, a behind the scenes video to help attract new talent or case studies demonstrating how customers have benefited from your offering.

How are you charged for your video views ads?


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

  • 10 second video views (every time a user watches 10 seconds or more of your video ad - only available using 10 second video views optimisation)

  • 2 second continuous video view (every time a user watches 2 continuous seconds or more of your video ad - only available using 2 second continuous video views optimisation)

What delivery optimisation options are there for the video views objective?


  • 10 second video views (Facebook will deliver ads to people most likely to view at least 10 seconds of your video ad)

  • 2-second continuous video views (Facebook will deliver ads to get the most video views of two continuous seconds or more)

What ad placements are available for the video views objective?


Video-views_Facebook-ad-placements

What formats are available for video views ads?

  • Single video
  • Slideshow
  • Canvas

Are you able to run an offer with video views ads?

No

Are you able to include a catalogue with video views ads?

No

Is split testing available for video views campaigns?

Yes

7. The Lead Generation Objective

The lead generation objective is all about sourcing leads for your organisation.

When might you use the lead generation objective?

The lead generation objective is perfect for when you have a product or service ready to sell, and content available to send out to your prospective leads.

If you don’t have valuable content to deliver and a process set up for how you’ll communicate with your leads, this probably isn’t the objective for you. If you offer a free download of your latest fact-filled whitepaper but don't have the automation in place to deliver this instantly you'll only make a bad impression.

Ensure you have your entire lead-generation campaign ready to go before running your Facebook ads.

For B2B campaigns, this is a great resource for collecting genuine business leads, for B2C organisations, this is a great way to grow your email list of prospective customers!

How are you charged for your lead generation ads?


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

What delivery optimisation options are there for the lead generation objective?


  • Leads (Facebook will deliver ads to help get the most leads at the lowest cost)

What ad placements are available for the lead generation objective?


Lead-generation_Facebook-ad-placements

What formats are available for lead generation ads?

  • Carousel
  • Single image
  • Single video
  • Slideshow

Are you able to run offers with lead generation ads?

No

Are you able to include catalogue with lead generation ads?

Yes

Is split testing available for lead generation campaigns?

Yes

8. The Messages Objective

The messages objective is new to Facebook and its all about opening a dialogue between you and your ad clickers within Facebook messenger.

When might you use the messages objective?

Let’s get personal. More than 8 billion messages are sent between users and businesses each month, it’s clearly an important - and expected - channel of communication for consumers.

If you can connect with your audience in the same space that they connect with their friends and family, then you’re truly onto something.

There are two options available under this objective:

  • Click to messenger (user opens messenger conversation directly from the ad)
  • Sponsored message (sending a message to an existing conversation in your business page)

Why would you use the click-to-messenger option?

Running a click-to-messenger ad puts the power in your potential customers’ hands.

They choose to start the dialogue, so when they send you a message, a certain level of engagement has already been obtained.

B2C advertisers might use this to engage users with a specific offer, allowing you to personalise the details and user journey to their specific needs when they request further information.

The click-to-messenger ad might also be an effective B2B alternative to lead-generation campaigns, as you’re getting to the end result (a dialogue with the potential customer) straight from the off.

You can even help prompt the conversation by setting up templates to display frequently asked questions that users can select to send.

Why would you use the sponsored messages option?

Sponsored messages could be used to capitalise on existing conversations where a user has asked for information on pricing, availability or for support.

For example, if a number of users have requested information on a new feature, you could send a sponsored message with release information, or to alert a user that their product is back in stock - it enables you to foster that personal touch and prove your value!

How are you charged for your messenger ads?


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

What delivery optimisation options are there for messenger ads?


Click-to-messenger:

  • Replies (Facebook will deliver ads to the people who are most likely to have a conversation with your business via messenger)

Sponsored messages:

  • Impressions (Facebook will serve your ads to as many people as many times as possible, with no cap on frequency)

What ad placements are available for the messenger objective?


Click-to-messenger_Facebook-ad-placements

Sponsored-messages_Facebook-ad-placements

What formats are available for messenger ads?


Click-to-messenger:

  • Carousel
  • Single image
  • Single video
  • Slideshow

Sponsored messages:

  • Text only message
  • Text and image message

With sponsored messages, you set up customer actions to aid easy responses with two main options:

  • A button e.g. open your website or send a post back
  • Up to 11 custom ‘quick replies’ that your customers can choose from to reply to your message, each of which you can connect to your messenger bot

Are you able to run an offer with messages ads?

No

Are you able to include a catalogue with messages ads?

No

Is split testing available with the messages objective?

Yes

Consideration Stage Summary

The consideration part of your sales or marketing funnel is all about adding that little bit more - educating potential customers as to why you’re different, providing value and positioning yourself as a worthy recipient of their business.

Once you’ve got users engaged and interested, it’s time to convert.

Keep an eye out for Part III of our guide, covering the remaining 3 Facebook objectives under the Conversion stage!

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References:

  1. Facebook Business - Paying per install
  2. DMR - 57 Interesting Facebook Messenger Statistics and Facts (May 2018)
  3. Facebook Business - The Facebook pixel
  4. Facebook for developers - App ads