So you've made yourself known to your target audience using Awareness objectives.

You've engaged, educated and opened a dialogue with your Consideration objectives.

It's time to put all that work to the test and bring in those conversions.

In this final blog on Facebook's advertising objectives, we take a look at the 3 objectives on offer under the Conversion stage.

Without further ado..

Stage Three: Conversion

Conversion is the final stage of the traditional marketing funnel, where your efforts are focused on getting people to take actions that are valuable to you, such as making a purchase or visiting your store.

There are three conversion objectives to choose from:

9. The Conversions Objective

The conversions objective is focused on driving valuable actions on your website, in your app or via Facebook messenger, as specified by you.

When might you use the conversions objective?

You have three options for where your conversion event should take place:

  • Website
  • App
  • Messenger

For the website and messenger options you will need the Facebook pixel installed, for the app option you will need to have registered your app with the Facebook developer’s site.

How are you charged for your conversions 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 the conversions objective?


Website conversions:

  • Conversions (Facebook will deliver ads to help get the most website conversions)

  • 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)

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

App conversions:

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

  • 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 conversions:

  • Conversions (Facebook will deliver ads to help get the most website conversions)

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

  • 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)

What ad placements are available for the conversions objective?


Website-conversions_Facebook-ad-placements

App-conversions_Facebook-ad-placements

What formats are available for conversions ads?

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

Are you able to run an offer with conversion ads?

Yes - with the website destination option

Are you able to include catalogue with conversion ads?

No

Is split testing available with conversions campaigns?

Yes

10. The Catalogue Sales Objective

The catalogue sales objective is about driving traffic to the products you want to promote to the people who are likely to take action on them (i.e. initiate checkout).

When might you use the catalogue sales objective?

Well this wouldn’t be the go-to conversion objective for an intangible service offering or B2B marketing.

Being a catalogue, this campaign objective obviously works well for B2C marketers with actual items to stock and sell, as Facebook will automatically show products from your catalogue tailored to your target audience.

This is perhaps the most commonly used option for remarketing ads using the Facebook pixel on your website.

For example, you can target users who have viewed or added an item to cart without purchasing, displaying the product(s) they abandoned in an ad, encouraging them to complete their transaction.

Smart eh?

How are you charged for your catalogue sales ads?


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

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

What delivery optimisation options are there for the catalogue sales objective?


  • Conversion events (Facebook will deliver ads to people who are more likely to take action when they see a product from your catalogue)

  • 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)

What ad placements are available for the catalogue sales objective?


Catalogue-sales_Facebook-ads-placements

What formats are available for catalogue sales ads?

  • Carousel
  • Single image
  • Collection

Are you able to run an offer with catalogue sales ads?

Yes

Are you able to include a catalogue with catalogue sales ads?

Clue's in the name here - it's a mandatory requirement!

Is split testing available for catalogue sales campaigns?

Yes

11. The Store Visits Objectives

The store visits objective is only relevant to organisations with physical stores. If this applies to you, you’ll need to ensure that you have your Facebook Locations set up in Business Manager.

When might you use the store visits objective?

This one is particularly useful for targeting people that are already interested in your product or offerings (as identified earlier on in your marketing channel) or who have purchased from your organisation before and live near one of your store locations.

For example, you might create a custom audience of all the people who have purchased from your London store before and live nearby.

You can then use the store visits objective to run an offer that they can redeem in-store for a specific period (e.g. over a particular weekend) to help drive footfall to your store on that weekend!

How are you charged for your store visits ads?


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

What delivery optimisation options are there for the store visits objective?


  • 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)

The below optimisation is in testing at the moment so is only available for a limited number of advertisers. It will likely be greyed out in your options:

  • Store Visit optimisation (Facebook will deliver ads to people most likely to visit your business location)

What ad placements are available for the store visits objective?

Store-visits_Facebook-ad-placements

What formats are available for store visits ads?

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

Are you able to run an offer with store visits ads?

Yes

Are you able to include catalogue with store visits objective?

No

Split testing available with the store visits objective?

No

Conversions Stage Summary

Conversions is the final stage of the traditional marketing funnel, or the most crucial part of more modern marketing loops.

Ultimately, this is where the rest of your efforts culminate:

The more aware your users are of your offerings and the more aware you are of your audience feeds into how successfully you'll be able to engage them with your organisation and content.

Successful engagement and proving your value will in turn provide you will a larger pool of prospects - ready to convert into sales.

Of course, this is never the end - you'll return to the consideration stage to continue to prove value to your existing customers and improve customer retention - and you'll return to the awareness stage when launching a new product.

Hopefully you'll now have an understanding of each of Facebook's objectives and how they'll best serve your marketing aims on Facebook.

Ready to put your conversion ads to the test?

Let TrustAds take the hassle out of optimising your ads - grab your free 7 day trial here

References:

  1. Facebook Business - Facebook locations
  2. Facebook Business - Store reporting and optimisation